人们对精神文化的需求随着社会的发展不断提升，文化产业随之蓬勃壮大 起来，作为文化创意产业集群的文化创意产业园区正在世界各地悄然兴起。文 创园吸纳各类文化企业，促进文化产业的发展，甚至推动旅游业的进步。 CK文创园前身是马鞍山矿山研究院，1963年建立，苏式建筑。院内保留 下来的建筑也符合文化创意园的特点。自该园区成立至今的近5年里，其发展 并未如当初想象般美好，园区的入驻率不高且频频存在企业退租的情况，对文 创园来说这无疑是一个巨大打击。本着“文化+创意”的宗旨却未能打造良好的 口碑，也未能形成良好的品牌效应，从最开始的鲜有人知到后期人们听到该园 区的名字都嗤之以鼻，原因是品牌建设存有缺陷，只有规划建设好品牌，增加 品牌传播，才能够为园区带来人潮，达成园区与入驻商户的共赢。然而，目前 园区在品牌建设方面相对薄弱。 本文针对CK文创园所处的地理位置、周边环境、人口流动和政策支持等 自身现况，深入分析影响品牌形象的因素，找出品牌建设效果不佳的问题所在。 依托品牌建设的相关基础理论，比如目前较为新潮且实用的BAV模型和CBBE 模型，结合CK文创园的品牌建设目标，总结出最适合CK文创园的品牌建设 方案并对其未来的品牌建设方案进行研究及探索，同时明确方案实行中所要做 好的人力物力、服务、经费等多方面的保障举措。文创园是目前我国各大小城 市发展所看重的方向之一，它的建立不仅加速了城市的转型更重要的是让文化 深入人心，成为人们生活的一部分。而品牌的缺失是目前众多园区所面临的一 项难题。本文通过研究文创园的品牌建设，一方面可以检验已有的理论基础对 文创园是否适用，另一方面希望可以为国内更多文创园区的品牌工作提供经验 借鉴。 关键词：文创园；品牌；传播 III Abstract People'sdemandforspiritualculturecontinuestoincreasewiththe developmentofsociety,andtheculturalindustryisvigorouslygrowing.Asacluster ofculturalandcreativeindustries,culturalandcreativeindustryparksarequietly emergingallovertheworld.TheCulturalandCreativeParkattractsvariouscultural enterprises,promotesthedevelopmentofculturalindustries,andevenpromotesthe progressofthetourismindustry. ThepredecessorofCKCulturalandCreativeParkwastheMa'anshanMine ResearchInstitute.Itwasestablishedin1963andisaSoviet-stylebuilding.The preservedbuildingsinthecourtyardalsoconformtothecharacteristicsofthe culturalandcreativepark.Inthenearly5yearssincetheestablishmentofthepark, itsdevelopmenthasnotbeenasgoodasitwasoriginallyimagined.Theoccupancy rateoftheparkisnothighandtherearefrequentcasesofenterprisecancellations. Thisisundoubtedlyahugeblowtotheculturalandcreativepark.Inlinewiththe purposeof"culture+creativity",itfailedtobuildagoodreputation,andfailedto formagoodbrandeffect.Fromtheverybeginning,fewpeopleknewituntilthelater peopleheardthenameofthepark.Itwasbecauseoftheexistenceofbrandbuilding. Therearedefects.Onlybyplanningandbuildingagoodbrandandincreasingbrand communicationcanitbringpeopletotheparkandachieveawin-winsituation betweentheparkandthetenants.However,thecurrentparkisrelativelyweakin termsofbrandbuilding. BasedonthecurrentsituationofCKCulturalandCreativePark,suchasits geographicallocation,surroundingenvironment,populationflowandpolicysupport, itanalyzesindepththefactorsaffectingbrandimageandfindsouttheproblemof poorbrandbuildingeffect.Relyingontherelevantbasictheoriesofbrandbuilding, suchasthecurrentrelativelytrendyandpracticalBAVmodelandCBBEmodel, combinedwiththebrandbuildinggoalsofCKCulturalandCreativePark,sumup themostsuitablebrandbuildingplanforCKCulturalandCreativeParkandits IV futurebrandbuildingTheplanisresearchedandexplored,andatthesametime,itis clearthatthehumanandmaterialresources,services,andfundingmustbeensured intheimplementationoftheplan.Culturalandcreativeparksarecurrentlyoneof themostimportantdirectionsforthedevelopmentofvariouscitiesinourcountry.Its establishmentnotonlyacceleratesthetransformationofthecity,butmore importantly,allowsculturetobecomeapartofpeople'slives.Thelackofbrandisa difficultproblemfacedbymanyparks.Bystudyingthebrandconstructionof culturalandcreativeparks,thisarticlecantestwhethertheexistingtheoretical foundationsareusedinculturalandcreativeparksontheonehand,andontheother hand,ithopestoprovideexperienceandreferenceformoreculturalandcreative parksinChina. Keywords：CulturalandCreativePark;Brand;Spread 目录 致谢.................................................................................................................................I 摘要...............................................................................................................................II Abstract........................................................................................................................III 第1章绪论..................................................................................................................1 1.1选题背景与研究意义......................................................................................1 1.1.1选题背景...................................................................................................1 1.1.2研究意义...................................................................................................3 1.2文献综述..........................................................................................................3 1.2.1国外研究文献综述...................................................................................3 1.2.2国内研究文献综述...................................................................................4 1.2.3国内外研究文献评述...............................................................................5 1.3研究内容与创新..............................................................................................6 1.3.1研究内容...................................................................................................6 1.3.2技术路线...................................................................................................7 1.3.3研究方法...................................................................................................8 1.3.4创新点.......................................................................................................8 第2章相关理论概述..................................................................................................9 2.1品牌资产评估模型..........................................................................................9 2.2CBBE模型.....................................................................................................10 2.3钻石模型........................................................................................................11 2.4本章小结........................................................................................................12 第3章CK文创园外部环境分析.............................................................................13 3.1CK文创园产业竞争力分析..........................................................................13 3.1.1企业的战略、结构和竞争.....................................................................13 3.1.2要素条件.................................................................................................13 3.1.3需求条件.................................................................................................14 3.1.4相关支撑产业.........................................................................................14 3.1.5机会与政府.............................................................................................14 3.2同类文创园比较分析...................................................................................15 3.2.1案例选择.................................................................................................15 3.2.2文化背景.................................................................................................15 3.2.3创意环境.................................................................................................16 3.2.4商家特色.................................................................................................17 3.2.5园区定位.................................................................................................18 3.3本章小结.........................................................................................