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论文编号：	5089
作者编号：	2220110571
上传时间：	2013/5/24 20:24:32
中文题目：	文化创意产业园营销模式研究---以北京文化硅谷为例
英文题目：	The research of cultural creative industrial marketing model Take Beijing Culture silicon Valley for example
指导老师：	张永强
中文关键字：	文化创意产业；营销模式；北京文化硅谷
英文关键字：	Cultural and creative industries ; Marketing model ; Culture of Silicon Valley
中文摘要：	文化创意产业作为新兴的战略产业，正成为经济结构转型升级的助推器。如何革除现有营销模式弊端，建立与文化创意产业特点相适应的营销模式是发展文化创意产业的迫切问题。本文阐述了文化创意产业的特点，分析了当前文化创意产业营销模式中存在的问题，提出了与文化创意产业特点相适应的新型营销模式，对于实现我国文化大发展大繁荣具有重要意义。本文从营销模式的相关理论研究入手，首先运用文献研究法、实证经济学与规范经济学相结合、定性与定量相结合等研究方法，结合北京自身 SWOT 分析的结论，总结出文化创意产业园价值链的发展特点。其次，通过分析国内外文化创意产业园的发展现状，北京文化创意产业园的发展现状，总结出北京文化创意产业园营销模式的特点。再次，通过分析华侨城北京欢乐谷主题公园营销模式的成功经验，综合借鉴国内外大城市发展文化创意产业先进模式的经验，最终提出了构建北京文化硅谷营销模式的策略，对于研究北京文化硅谷未来运营和发展具有非常重要的启示和指导意义。
英文摘要：	Cultural and creative industries as an emerging strategic industries, is becoming a booster of economic restructuring and upgrading. How to get rid of the drawbacks of the existing marketing model to adapt to the characteristics of cultural and creative industries marketing model is a pressing problem for the development of cultural and creative industries. This paper describes the characteristics of the cultural and creative industries, the existing problems in the current marketing model of cultural and creative industries, and the characteristics of cultural and creative industries to adapt to new marketing model, is of great significance for China's cultural development and prosperity of. From theoretical research to start marketing model, the first use of a literature study, the combination of positive economics and normative economics, combined with the conclusion of Beijing SWOT analysis, summed up the value of cultural and creative industries characteristics of the development of the chain. Secondly, by analyzing the current development of cultural and creative industries at home and abroad, the current development of the cultural and creative industries in Beijing, summed up the characteristics of Beijing Cultural and Creative Industry Park marketing model. Again, by analyzing the successful experience of the OCT Beijing Happy Valley theme park marketing model, comprehensive learn from the experience of the development of big cities at home and abroad the advanced mode of the cultural and creative industries, the final strategy to build the Beijing Cultural Silicon Valley marketing model for the study of the future operations of the Beijing Cultural Silicon Valley inspiration and guidance and development has a very important significance.
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