Research On Brand Public Relations Strategy Of Cultural Creative Industry Park

With the development of social economy and the gradual enhancement of new media application means,people have a higher demand for spiritual and cultural consumption,and the public's demand for cultural life experience also increases.Cultural and creative industrial parks of various scales appear in the public eye.The cultural and creative industrial park has ushered in the opportunity for development,while facing higher challenges and competition.In recent years,more and more regions in China take the development of cultural industry as an important means to improve the core competitiveness.It is gradually recognized that the successful development of cultural and creative industrial parks can attract a large number of tourists and consumers,and generate a certain degree of economic scale,thus bringing huge economic benefits.In the benign development and competition environment,shaping the brand culture of the park is conducive to creating a unique image of the park and stand out in the increasingly fierce competition.To improve its own competitive advantage as the basic purpose,cultural creative industrial park in the existing development strategy,but also need to strengthen the brand public relations strategy,build a brand image with brand characteristics,in the homogenization of the increasingly obvious competition today,grasp the inevitable trend of brand public relations communication.This paper,on the basis of sorting out relevant theoretical studies at home and abroad,combined with communication,sociology,public relations and other disciplines,adopts case analysis,interview method,literature method and other research methods to analyze from the theoretical and practical cases.This study selects "Beijing 798 art zone" as the research object,from its birth to its development process,analyzes the reasons for its use of brand public relations to build brand image and form a unique brand effect,and further analyzes the public relations brand construction and brand communication of cultural and creative industrial park on the basis of this case.Specific contents include: analysis of the status quo of brand public relations in Beijing 798 art park;Problems and countermeasures of brand public relations in Beijing 798 art park;Beijing 798 art park USES public relations to strengthen the analysis of brand publicrelations.As an old cultural and creative industrial park in China,Beijing 798 art zone has a certain reputation at home and abroad.At present,it is facing the crisis of commercialization and homogenization.Taking it as the case study object of this paper is persuasive and has certain reference significance for the development of domestic cultural industry.From the perspective of brand positioning,it is found that there are some problems in Beijing 798 art district,such as fuzzy brand positioning and insufficient application of new media,etc.By thinking about these problems and putting forward corresponding Suggestions,this paper makes an exploratory study on the problems of brand pr communication in domestic cultural and creative industrial parks.According to the logical relationship,it is divided into the following four chapters:Chapter 1: raising the question.This chapter mainly combined with the background of economic globalization and China's cultural creative industries will be increased as the national strategy,analysis of public relations under the new media era has had a huge impact in the development of cultural creative industrial park,cultural creative industrial park use brand pr strategy organization image is worth further discussion,this research problem puts forward the realistic basis and reason.Chapter 2: literature review and research design.This chapter mainly for domestic and foreign scholars on cultural creative industrial park and cultural creative industrial park of brand,brand public relations research were reviewed,and combined with the existing academic related theoretical research in the field of public relations defining the relevant concepts,this research explores the theoretical and practical significance of this study,according to the need to design the research plan,including research methods and research purposes,etc.Chapter 3: case analysis of brand public relations in Beijing 798 art district.This chapter mainly starts from the overview of cultural and creative industrial park,and further takes Beijing 798 art district as an example to explore the development status of its brand public relations from the three dimensions of target,audience and means,from which problems are found and strategic Suggestions are given.Chapter 4: conclusions and shortcomings of this research.This paper mainly summarizes and analyzes the overall content of the article,and briefly explains the shortcomings of its research results and the direction of future efforts.This study found: Beijing 798 art zone for the use of brand pr strategy is not sufficient,including brand positioning fuzzy,new media utilization rate is low,andmany other problems,then accordingly put forward reasonable Suggestions for improvement,give full play to the power of the brand public relations,including the root zone characteristics make culture brand,strengthen the new media,accurate brand positioning in the industrial park.The significance of this study lies in that,from the perspective of brand public relations,it puts forward Suggestions for the development of cultural and creative industrial parks in China,so as to facilitate the actual development of cultural industry.To some extent,it fills the gap of relevant research and provides certain theoretical reference for subsequent research.Beijing 798 art district,as a representative cultural and creative industrial park in China,analyzes it and puts forward Suggestions on brand public relations strategies,which have certain enlightenment to the development of other cultural and creative industrial parks in China.