摘要目前，全国都处在产业结构大转型的阶段，第三产业逐渐占上风，而文化产业作为第三产业的重要组成部分，发展势头强劲，集聚现象愈加突出。近年来，徐州愈加重视文化产业的发展，形成了众多的文化创意产业集聚区，拥有一些特色的园区品牌，但品牌效应不佳，还需进行有效的推广策略。48241

本文运用文献调查、问卷调查和案例分析等研究方法，梳理了文化创意产业集聚区的定义，并从传播学的角度分析了品牌传播的内涵，然后通过调查问卷的方法了解徐州文化创意产业集聚区品牌传播的现状，并总结出徐州文化创意产业集聚区品牌传播中品牌标志缺失、媒介利用落后、产业链不完整和品牌定位模糊的问题。最后，结合品牌定位策略、视觉传播策略和与城市品牌结合的方法给出徐州文化创意产业集聚区品牌传播欠缺的解决方案。

毕业论文关键词：文化创意产业集聚区；品牌传播；策略

The research on strategies of brand communication of cultural industrial agglomerations in Xuzhou city

Abstract At present, the country was in a phase of the great transformation of industrial structure, and the tertiary industry gradually prevails. As an important part of the tertiary industry, the cultural industry has been developing strongly and inclined to spatial agglomeration. In recent years, Xuzhou puts more and more attention on the development of cultural industry, having formed many cultural industry agglomerations, and possessing some characteristic brands. However they hold weak brand effect, and still need for effective marketing strategies.

In this paper, literature investigation, questionnaire survey and case studies are used to arrange the definition of cultural industry agglomerations, make one brief analysis to the connotations of cultural industry agglomerations from the perspective of communication studies. After that, according to the datum of the questionnaire, describe the status of the brand communication of Xuzhou cultural industry agglomerations. Then, sum up the problems of Xuzhou cultural industry agglomerations，such as, the lack of brand logos, inadequate media use, incompleted industrial chain, and fuzzy brand positioning. Finally, combining with brand positioning, visual communication and city brand, provide the strategies for the brand communication of Xuzhou cultural industrial agglomerations.

Key Words: cultural industry agglomerations;  brand communication;  strategies

摘要-1

Abstract-Ⅱ

目录Ⅲ

一、文化创意产业集聚区品牌与品牌传播-1

（一）文化创意产业集聚区-1

1.文化创意产业集聚区的定义-1

2.文化创意产业集聚区的特点-1

（二）文化创意产业集聚区品牌的内涵-2

（三）文化创意产业集聚区的品牌传播-3

1.文化创意产业集聚区品牌传播的内涵-3

2.文化创意产业集聚区品牌传播的功能-3

二、对徐州文化创意产业集聚区品牌传播现状的问卷调查4

（一）徐州文化产业发展概述4

（二）徐州文化创意产业集聚区品牌传播现状分析5

1.问卷设计及调查问卷说明5

2.基于问卷数据的详细分析7

三、徐州文化创意产业集聚区品牌传播的现状-13

（一）品牌标志的缺失13

（二）媒介使用不充分15

1.从使用类型上分析15

2.从媒介传播的内容分析-16

（三）产业链不完整17

（四）品牌定位模糊，园区特色不明显17

（五）管理模式单一17

四、徐州文化创意产业集聚区品牌传播优化策略分析-18

（一）品牌定位策略18

1.品牌定位的概念-18 徐州市文化创意产业集聚区品牌传播策略研究:http://www.751com.cn/guanli/lunwen_50778.html