A Study on the Brand Development Strategy of Weifang Cultural and Creative Industries Park Fangtze Eurotown

Citation

Chang, Long Zuo. (2020). A study on the brand development strategy of Weifang Cultural and Creative Industries Park Fangtze Eurotown. (Independent study, Master of Business Administration). Bangkok: Siam University.

Abstract

With the growing support of various preferential policies by state and local governments, cultural and creative industry parks grew everywhere. In comparison with the development speed of cultural and creative industry parks, theoretical research on developed cultural and creative industry parks has undoubtedly lagged. This study introduced concepts of the brand building into the development strategy of cultural and creative industry parks and selected “Fangtze Eurotown” as the research object.  The research analyzed relevant strategies suitable for the brand development of Weifang Cultural and Creative Industry Parks and aimed to provide other experiences for brand development of similar parks.

The study followed the basic principles that propose the problems, analyze the problems, and solve the problems, initiated with theoretical and practical aspects. These principles facilitated the relevant theoretical literature and helped define the concepts of cultural and creative industries, cultural and creative industry parks, and park brands. This fundamental principle, combined with the brand development case, summarized the successful experience for the brand development of Taiwan’s “Huashan 1914″ Cultural and Creative Industrial Park, and initially obtained their strategy for brand development of the Cultural and Creative Industrial Park. The author first used a SWOT model to analyze the advantages, disadvantages, opportunities, and threats of the brand development of ” Fangtze Eurotown” in order to create a better understanding of the project, then illustrated four aspects of brand positioning, cluster brand creation, brand marketing, and brand maintenance. The development path of the park brand, namely the brand development strategy of ” Fangtze Eurotown,” was intended for the cultural and creative industry park brand development to possess a relatively complete theoretical system to support. This research concluded with a brand development strategy of Weifang “Fangtze Eurotown” and could afford a complete system of theories for the brand development of cultural and creative industry parks.

Keywords: Cultural and creative industry park, Weifang Fangtze Eurotown, brand development strategy.

A Study on the Brand Development Strategy of Weifang Cultural and Creative Industries Park Fangtze Eurotown

Master of Business Administration (International Program), Siam University, Bangkok, Thailand

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