Research On Brand Communication Strategy Of Beijing 798 Art District

The Beijing 798 Art Zone is the most iconic,artistic atmosphere and landmark area of international influence.It is a typical representative of Beijing's cultural and creative industries.Due to the existence of the 798 Art Zone,Beijing was first selected as one of the world's cities of the world by the US “News Weekly” in 2003.The journal believes that the existence of the 798 Art District proves the great potential and ability of Beijing as a capital of the world.Therefore,the Beijing 798 Art District to a certain extent represents the development model of Beijing's cultural and creative industries,reflecting the development direction of China's cultural and creative industries.In recent years,there has been an upsurge of "cultural and creative industries" in our country.The competition for homogenization is obvious,and we want to stand out in the increasingly fierce competition.Brand communication is an inevitable trend.Beijing 798 Art District,as a veteran cultural and creative industrial park,has a certain reputation on the one hand,and faces a homogenization and commercialization crisis on the other.Taking it as a research object is typical,it has reference significance for the development of the same industry in the country.This article analyzes the status quo of the 798 Art District in Beijing using document analysis,case analysis,and interview methods.It analyzes the brand communication elements of the cultural and creative industry from the perspective of communication and marketing,and then analyzes the status quo of the Beijing 798 Art District.The results of field surveys were analyzed from the following three aspects: media communication strategy,behavior communication strategy,and take advantage of communication strategy.Finally,the deficiencies in the current brand communication strategy of the Beijing 798 Art Zone were derived from the analysis results,and these deficiencies were discussed.At the same time,he initiated reflections and put forward some targeted suggestions with a view to making some exploratory studies on the issue of brand communication in China's cultural and creative industries.