试论体验营销视角下宋庄文创产业集聚区的品牌传播

随着时代的发展和生活水平的不断提高,人们对＂体验＂需求也在不断提高,在消费过程中越发重视精神层面的体验。而这种发展所带来的营销方式的改变也在不断的影响着品牌的传播策略。宋庄文创产业集聚区作为中国最大的原创艺术家聚集地,其所代表的原创性、艺术家的聚集性、艺术品的多样性都是该园区品牌的核心要素。本文将从体验营销的视角,对宋庄文创产业集聚区的品牌传播进行分析,希望可以对文创产业集聚区的营销模式和品牌传播策略的制定提供一些参考。

Discussion on Brand Communication of Songzhuang Gathering Area of Cultural and Creative Industries Based on Experiential Marketing

With the development of the times and the of spiritual experience is rising as well. Such kind continuous improvement of living level, people on the inception of change has brought about by the development of marketing methods are constantly affected the industry marketing model and marketing concepts. In recent years, the emer- gence of many representative cultural and creative industries gathering area, gathering area Songzhuang cultural and creative industries not only as China＇ s largest gathering of original artists, but also one of the world-famous original art enclave. Originality, artist aggregation, as a model of diversity of art, is cultural and creative industries gather- ing area marketing model represented Songzhuang Art District. In this paper, through experiential marketing per- spective, analysis Songzhuang cultural and creative industries gathering area spread brand in the hope of inspiring cultural and creative industries gathering area marketing model.