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Title: |
Research on the Brand Strategy of Cultural and Creative Industries Park Based on the Copyright Value |
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Source: |
International Conference on Engineering and Business Management 2012(Part 3 Engineering and Project Management)
(pp 2227-2229)
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Author(s): |
Peng Han, Beijing Jiaotong University Beijing China, 100044
Xiuli Xie, Beijing Jiaotong University Beijing China, 100044
Yisheng Liu, Beijing Jiaotong University Beijing China, 100044 |
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Abstract: |
With the growing of market competition, the brand gets more and more attention, especially the brand strategy of cultural and creative industries park. So the study of brand strategy is more and more important. This paper mainly explains the present development situation of the cultural and creative industries park on the basis of copyright value. It puts forward the park brand strategy combining the current situation and study the construction content of brand strategy, the construction path of brand image and the implement key of the brand building to promote the development of the cultural and creative industries park.
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