The number of words in the full text is 27 1 1. Reading takes 9 minutes to guide the arrival of the brand era and introduce the market into a brand-new competitive environment. Therefore, the industrial park is no longer limited to the brand quality of products, the brand effect of enterprises and the advantages brought by industrial brand agglomeration in the park, but is more committed to strengthening the service of the park and building the brand of the whole park. In today's increasingly fierce economic competition in the park, brand building has become an important measure for industrial parks to establish competitive advantages. The advantages of forming a good brand in the park are: on the one hand, it can promote the development of the park and drive the local economy; On the other hand, it can enhance the image of the park and optimize the allocation of resources. 1 Brand promotion in industrial parks refers to the accurate transmission of all kinds of brand information to consumers by effective means, and the recognition and acceptance of these information by consumers, thus shaping the brand image. Whether the brand building of industrial parks is successful depends on the building of their own culture and brand, and on the other hand, it needs to strengthen the brand through brand promotion. However, the promotion of industrial parks needs to pay a certain economic cost, and its effect may not be immediate, so many parks have little support for brand promotion, and the traditional marketing model is far from promoting the brand of industrial parks. It is necessary for the industrial park to build its own brand, truly transform brand positioning into consumers' cognition, and transform brand image into brand assets. It is also necessary for the park to complete brand concept packaging and marketing promotion. First, the concept of park brand packaging park needs external recognition and recognition in order to win the most favorable resources for its development. This requires adjusting and modifying the external image of the park, which is often called park packaging. In order to break through people's cognitive habits, make the packaging show its unique personality and enhance its attraction and appeal, parks usually use some new concepts or specific concepts to display their images, which is called park concept packaging. The concept packaging of industrial park brand serves the promotion of the park, which is very important from the starting point and foothold of promotion and marketing. For the park, the purpose of concept packaging is to seek the recognition of the promotion object to its own development concept, improve the visibility of the park, increase investment, and obtain the long-term attention of the promotion object to the park. Applying Jack Trout's positioning theory, the park must establish a "positioning" in the minds of potential customers, which reflects the advantages and disadvantages of the park as well as those of its competitors. Conceptual packaging lies in integrated marketing. When planning the concept package, the park needs to have a systematic understanding and clear understanding of its available advantageous resources, functions and investment environment, and then carry out the "concept package" on the basis of integration. The "concept package" of the park is a comprehensive embodiment of the park's advantages, functions, values, environment, prices, policies and services. It is not only the "selling point" of core stakeholders, but also consistent with the characteristics, present situation and planning of the park. Second, the concept packaging of park brand marketing promotion is the first step of park promotion. To build and promote the brand of the park in an all-round way, it is necessary to use various marketing means and various promotion channels for extensive promotion, and the promotion of the park needs continuous operation. Nowadays, information is everywhere in people's lives, and people are influenced by different information all the time. The flood of information weakens people's sensitivity to information. Under this condition, it is more and more difficult for new information to enter people's minds and settle down, which urgently requires the park to make overall arrangements for promotion, establish a long-term mechanism for brand promotion in the park, and promote it in stages, steps and goals in order to achieve the expected ideal effect. 2 Main marketing means and promotion means of industrial parks 1. The main marketing tools of the industrial park include exhibition center, sand table model, propaganda film, brochure, publicity CD, park website, professional PPT, digital media, VI system, guidance system and so on. 1. Exhibition Center. Focus on showing the blueprint for the future planning of the park, including the overall planning of the park, major infrastructure construction, development goals and vision. It can fully demonstrate the actual actions and determination of the government on the development of the park, show its broad development prospects and bright future, and attract investors. 2. Sand table model. Multimedia interactive sand table display (physical sand table+digital sand table) adopts physical model plus electronic model, which combines the all-round performance of sound, light, electricity and visual effects, so that visitors can vividly feel the planning and future of the park, further enhance their confidence in the future development of the park and promote project investment cooperation. 3. promotional film. In addition to promoting the industry, it is also necessary to widely publicize the park's good living environment, urban planning and future development potential, mainly including the park image propaganda film, investment promotion film and related feature films, in order to highlight the park spirit, show the park investment environment and shape the park brand. 4. Brochure. Introduce to powerful developers and entrepreneurs at home and abroad, including the regional introduction, planning blueprint, industrial positioning, function embodiment, value connotation and key projects of the park. 5. Publicity CD. Take the CD as the carrier, carry out audio-visual publicity and show the blueprint of the park, including the DVD production of the park with multi-track, multi-caption and dynamic menu. 6. Park website. Provide relevant information and services for potential investment markets such as developers, enterprises and partners; Communicate the brand image and culture of the park to the public, so as to broaden and expand the visibility of the area; Show the planning and related services of the park, and promote the cooperation of resources in the park through information release. 7. professional PPT. Including business PPT, publicity PPT, conference PPT, demonstration PPT, city planning PPT, demonstration PPT, achievement report PPT, exhibition PPT, etc. To publicize the planning concept and future development of the park, increase the knowledge and understanding of the park by merchants, and strive to attract investment. 8. Digital media. In order to meet the needs of modern people's life, we use new media means to speed up communication and expand the scope of communication, and realize the marketing promotion and investment attraction of the park. With the help of the park blog, Weibo, WeChat and other channels, we use online soft text, BBS, smart phones, multimedia electronic magazines and other communication tools. 9.VI system. The basic elements of park signs are effectively developed in a systematic way, forming a unique visual image of the park. The basic elements of the park system mainly include the park name, new district signs, standard characters, standard colors, symbolic patterns, publicity and spoken language. The application elements system of the park mainly includes office supplies, building environment, advertising media, transportation, exhibition and so on. 10. Boot the system. Including the systematic design of integrating the brand image, architectural landscape, traffic nodes, information function and even media interface of the park; Combined with art design, it mainly focuses on the guide desk, signs and multimedia touch screen display boards in the park. Second, the main promotion methods of industrial parks include traditional media, network marketing and event marketing. 1. Traditional media. Newspapers and magazines mainly show the investment environment, planning achievements and major projects of the park in the form of words and plans; Television and radio mainly show the release of planning results, the signing ceremony of major projects, and the visits and inspections of important leaders in the form of propaganda films, so as to amplify the social and economic benefits of the park and improve the visibility and recognition of the outside world. There are many kinds of traditional media and large investment. We should make full use of the hot spots of the media as much as possible, and make the media willing to actively edit the layout or make programs for the park in the form of marketing soft articles and economic programs, so that we can get twice the result with half the effort by using traditional media. 2. Network marketing. The forms of online marketing are words, planning pictures, news pictures, landscape pictures, online videos and so on. , mainly showing investment and project dynamics, development information, investment attraction, major projects, etc. The main means include: (1) making friendly links with large websites, well-known websites and official website, and publishing advertisements to gain more attention; (2) Carry out diversified cooperation with the websites of domestic and foreign chambers of commerce and industry associations, such as * * * building an information platform and a tourism platform, and conducting online direct sales; (3) Establish cooperation with online media such as online video, online community (BBS, SNS, blog, Weibo), and establish more extensive contact with the market through them to improve visibility. 3. Marketing website. Build a professional and interactive marketing website, which can mainly include the investment environment (location conditions, port planning, industrial layout, policies and regulations, etc.). ), investment guide (industry catalogue, investment policy, investment procedure, investment cost, project approval, etc.). ), as well as government publicity (planning publicity, major projects, government-run documents, major event organizations, etc. ) .4. Press conference. There are many types of activities that can plan and organize press conferences, such as the important planning achievement conference, the foundation laying ceremony of key functional carriers, and the signing ceremony of major projects. 5. Seminar or forum. The types of seminars/forums are mainly divided into industrial and regional seminars or forums according to the special geographical location and leading industries of the park. 6. Cultural theme activities. Cultural theme activities are a means to attract businessmen. Cultural theme activities can be actively planned to enhance the visibility and reputation of the park through lively festivals. 7. Micro-marketing activities. The official Weibo and WeChat of the park can be established, and the investment environment, preferential policies, construction, investment promotion and investment trends of the park can be sent regularly, so as to close the relationship between the park and investors through the micro-marketing platform and enhance the brand influence of the park.