Research On Brand Communication Strategy Of Hebei Wenchuang Park

The 21 st Century is the Age of Creative Economy and Knowledge Economy.In recent years,more and more attention has been paid to the development of cultural and creative industries in China.Cultural and creative industries are becoming a new engine of national economic development because of their low cost,high added value and sustainable development.Cultural and creative industry parks,as carriers of cultural and creative industries,have sprung up in succession.In recent years,Hebei Province is also increasing the development of cultural and creative industries,the development of cultural and creative industries is booming,and the construction of cultural and creative industry parks is in full swing.From the current development situation,although a large number of cultural and creative industrial parks have emerged in Hebei Province,compared with other major cultural and creative provinces,most parks have no influence,and the homogenization competition between parks is serious.The reason is that most of the parks are in the initial stage and the awareness of brand communication is not strong.Since its establishment in 2016,Qinhuangdao 1984 Cultural and Creative Industry Park has focused on its own brand shaping and communication.In just three years,it has rapidly enhanced its brand communication and influence.It can be seen that it has its unique features in brand communication and image building.This paper takes Qinhuangdao 1984 Cultural and Creative Industry Park as a case study to study its brand communication strategy.Through literature review and field visits,the author basically grasps the status of brand communication in Qinhuangdao Cultural and Creative Industry Park in 1984,and makes a thorough analysis of the strategies or means of brand communication in Qinhuangdao 1984 Cultural and Creative Industry Park.Understanding the concept of brand positioning of Qinhuangdao 1984 Cultural and Creative Industry Park,the main body of brand communication used strategies such as news reporting,public relations activities,borrowing momentum and experiential marketing to convey the brand content of the park to the target audience.Some Enlightenment has been obtained in the process of research.Firstly,the park should have its own unique positioning,which is the key to forming its own brand characteristics and differences;secondly,it should pay attention to the construction of the internal image of the brand,so that the brand image and the process of dissemination are the same;thirdly,it should strengthen the brand dissemination of the park through strategies or means such as news reports or public relations activities;fourthly,it should pay attention to the participation of the audience in the process of brand dissemination.And interactive experience,shaping the affinity of brand communication in the park.At present,there is hardly any research on the brand communication strategies of cultural and creative industry parks in Hebei Province.The enlightenment from the case study of Qinhuangdao 1984 Cultural and Creative Industry Park can provide reference value for the shaping and dissemination of the brand image of Hebei Cultural and Creative Industry Park.