Guarantee for the implementation of brand cultivation and upgrading scheme in cultural and creative industrial parks

Guarantee for the implementation of brand cultivation and upgrading scheme in cultural and creative industrial parks

1 Organization and Human Security of Cultural and Creative Industrial Park.

Human resources are the foundation of enterprises and an important guarantee for enterprises to achieve their goals. Only the right people can complete the work more efficiently and with higher quality, realize the enterprise's goals and complete the related work of brand cultivation.

According to the survey data of Aon Hewitt's best employers, enterprises with leading employer brands can create 40% higher profit growth than other enterprises, 20% higher employee engagement, and nearly 30% lower employee turnover rate, and can effectively save recruitment costs. LinkedIn's "20 15 China Talent Recruitment Trend Report" also shows that 87% of China recruiters believe that in addition to high salary, employer brand also has a great influence on enterprises to hire top talents.

Brand and people complement each other in the enterprise. Without people, there would be no enterprise, and naturally there would be no brand, no brand culture, let alone brand cultivation. At the same time, brand culture is essentially the culture of a business owner, and it is the common value concept of business leaders and all employees. It can be said that the culture of the enterprise is the embodiment of the values expressed by every employee in the enterprise at work. Therefore, the right talent in the right position can bring the greatest value to the enterprise and create and enrich the corporate culture. At the same time, the brand culture of the enterprise will also react to everyone in the enterprise, create a harmonious and upward working atmosphere for the enterprise, and point out the future development path for everyone.

In the process of brand cultivation of LY cultural and creative industrial park, suitable talents are also essential. Although this paper only discusses ly's related strategies and practices in brand cultivation, brand cultivation needs the cooperation of all the people in the park. Not only does the planning department need to know and spread the brand culture in the brand cultivation work, but the performance of any employee in the face of the park merchants and every consumer is very important. Therefore, LY needs to fully consider the importance of brand and corporate culture when formulating human resources planning, focusing on the planning departments related to brand cultivation.

First of all, according to the actual situation of the park, combined with the brand culture of the park, do a good job in human resources planning. Based on the characteristics of LY Cultural and Creative Industry Park, such as small area, few merchants and relaxed atmosphere, we can adopt a decentralized and relaxed participatory human resources strategy and pay attention to team building and employee growth. In terms of team size and post design, in addition to the planning department that is most related to brand culture, the investment promotion department, the property management department and other departments also need to do a good job in personnel planning to bring a better cultural experience to every merchant and every consumer who comes to LY.

Secondly, according to the plan, do a good job in the recruitment, selection and assessment of personnel. In order to adapt to the brand culture of LY Cultural and Creative Industry Park and express the core of "cultural inheritance", we should make corresponding judgments in recruitment and assessment, and select employees whose values and career goals are most in line with LY brand values.

Third, do a good job in employee training and development. In addition to the corresponding work skills, necessary cultural and artistic knowledge, corporate culture and brand culture training are also essential. By encouraging employees to participate in the cultural activities of LY Cultural and Creative Industry Park, employees are encouraged to find their own cultural fields of interest, and employees are encouraged to learn from each other and tap their own potential, so that employees can realize the value of culture in the brand through edification and actively restrain themselves to realize the brand vision.

Finally, do a good job of employee motivation. For a cultural and creative industrial park like LY, competitive salary and welfare is a part of the incentive system, which is of course very important. But interesting work, diversified cultural activities, close contact with celebrities, personal ability improvement and so on are all very important internal rewards. We should make full use of this advantage and let employees finish their work happily.

2 ? Facilities and service guarantee of cultural and creative industrial parks.

In the fierce market competition, brand is an important link to win in the competition, but it is not the only condition. Perfect facilities and good services are very important guarantees for cultural parks whose main income is rent. When many enterprises choose office locations or store addresses, geographical location and quality service are important prerequisites. LY cultural and creative industrial park located in CBD wants to attract many cultural enterprises, cultural and art shops and cultural restaurants that keep pace with each other, and we can't treat facilities and services lightly. Therefore, for the better development of LY Cultural and Creative Industry Park, we must ensure the facilities and services.

5.2. 1 LY cultural and creative industrial park facilities guarantee.

When choosing a business address, an enterprise or a store can be said to be one of the most important factors to consider, especially cultural enterprises, in addition to the hidden values such as brand appreciation and people flow. A comfortable, inclusive and free space environment can attract enterprises to stop for a long time. In the CBD park with high-density growth of enterprises, low density, good park environment and LOFT pattern are the characteristics that distinguish LY cultural and creative industrial park from other office buildings.

LY cultural and creative industrial park, formerly an industrial site from 1950s to 1980s, is an old factory building with certain advantages. However, the old industrial plant can't be directly used as a new office, and SBD reformed it before opening. While retaining the original appearance and memory, the factory building was reinforced and decorated. Large-scale renovation has been carried out inside the factory building, and advanced management facilities such as Internet, business management system, office renovation and sanitary facilities have been added to meet the actual needs of different enterprises. In the overall transformation of the park, SBD did not completely transform all buildings into office areas and shops for leasing, but completed the transformation of a large-scale show as a fashion art exhibition center, providing service guarantee for all enterprises in the park, and even radiating CBD for cultural exhibitions, art catwalks, film opening and other large-scale activities.

For enterprises and shops renting LY Cultural and Creative Industry Park, choosing LY Cultural and Creative Industry Park as their office location is not only the choice of rented office area, but also the choice of low-density natural space environment, quiet office atmosphere, reception and site support when needed.

5.2.2 Service Guarantee of LY Cultural and Creative Industry Park.

Service is a very important part of an enterprise. When enterprises choose office space, they also choose the supporting services of space. Therefore, if LY Cultural and Creative Industrial Park wants to form a reputation among enterprises, quality service is the premise.

The property partner of LY Cultural and Creative Industry Park is JWL Real Estate, a property company with more than ten years' experience, serving many high-end villas, high-end apartments, office buildings and businesses. In the process of service, JWL Real Estate pays attention to the service concept of "doing its best", and uses advanced information management system to conduct unified management and service for merchants, improve service quality and shape a good business image.

In the service process of LY cultural and creative industrial park in the future, JLW real estate needs to establish a multi-level, multi-mode, all-round and whole-process supervision and management control mechanism to realize standardized, standardized and professional management. Ensure the first reception, first settlement and first follow-up service of LY Cultural and Creative Industry Park 24*365. Next, JWL Real Estate will also set up exclusive butlers according to different business forms to meet the different needs of customers. Strive to provide quality services to merchants who choose LY Cultural and Creative Industrial Park to help them stand out from the competition.

3 ? Management system guarantee of cultural and creative industrial parks.

Any enterprise needs a complete and standardized management system, and the management system needs to conform to the actual situation and corporate culture of the enterprise. Therefore, LY Cultural and Creative Industry Park should also formulate its own management system according to its flexible working environment and project management mode.

First, formulate a standardized management system. According to the corporate culture characteristics of LY Cultural and Creative Industry Park, team management is selected and a more flexible management system with tasks and teams as the core is formulated. LY should adopt a flat organizational structure, relying on three functional departments-planning department, investment promotion department and service management department, with service departments-finance department, office and other departments under the unified management of managers. In specific activities, employees in different departments can rely on the project to form a specific team to complete the task. At the same time, write the different job responsibilities of LY Cultural and Creative Industry Park into the management system, introduce targeted management system and workflow into the daily work management and activity team management, and write the specific assessment and reward and punishment system into the management system.

Secondly, implement a complete management system. After the management system is formulated, it will be distributed to every employee, and important terms will be made into posters and hung on the wall. All employees of LY Cultural and Creative Industry Park need to study the management system under the organization of the general manager and the office, put forward their own questions and give targeted answers, so as to ensure that each employee has a clear understanding of the content of the system and give certain time to adapt to the new regulations.

Third, implement the management system. The essence of management system lies in implementation. The system that is not implemented or cannot be implemented is an empty shell, and enterprises are bound to fall into management confusion. In the process of implementation, the general manager and department heads of LY Creative Park should take the lead in setting an example and practice. In the execution of specific tasks, every employee should follow the management system, integrate the system with the work, embody the management system and corporate culture at work, and effectively implement the system at work. While implementing the management system, employees are encouraged to think about corporate culture, enhance corporate identity and work execution, innovate constantly and make better activities.

Finally, do a good job in assessment and rewards and punishments. A good management system can not only be implemented, but also be evaluated, rewarded and punished openly and transparently. Although the management system of an enterprise needs to be consciously implemented, supervision is also essential. In the employee assessment of LY Cultural and Creative Industry Park, employees need to be assessed from different levels and angles according to different positions and tasks, and targeted improvement suggestions are put forward. For service departments and other departments that are closely related to business merchants, it is also necessary to refer to the opinions of merchants in the assessment work. For the investment promotion department, it is necessary not only to assess the investment promotion effect of new merchants, but also to take the matching degree between new merchants and the park as an assessment index. For employees with excellent assessment results, material rewards can be given, and those who are particularly excellent can be promoted. For those who fail to pass the examination several times in a row or make major mistakes, they need to be punished by warning, fine or even expulsion.

4 ? Guarantee of investment funds for cultural and creative industrial parks.

For the brand cultivation of cultural and creative industrial parks and the operation of the whole park, investment funds are an indispensable and important guarantee. In the initial stage of the operation of the park, a large amount of capital is needed for construction and transformation, and a large amount of capital is also needed for initial investment attraction. After the operation enters a stable state, the daily funds are mainly invested in the transformation of the park, property services, personnel management and so on. But if you want to make the park famous and gradually form your own brand, you need some capital investment in brand cultivation.

SBD Investment Consulting Co., Ltd., the management company of LY Cultural and Creative Industrial Park, has an initial registered capital of 30 million yuan, which is mainly used for the early transformation and initial working capital of the park. As one of the few cultural symbols of SC Group, SC Group has invested generously in LY Cultural and Creative Industrial Park, and at the same time injected excellent employees. As a subsidiary of SC Group, SBD owns SC Group's customer network to some extent. Therefore, in the early stage of the development of ly cultural and creative industrial park, there are abundant resources.

During the development of LY Cultural and Creative Industry Park, the income mainly comes from the rent and property expenses of merchants, and a small part of the income comes from the rent, service fees and tickets for holding cultural activities for enterprises. LY Cultural and Creative Industry Park is located in the center of CBD, with considerable income, which can bear the personnel cost, management cost, service cost of outsourcing property management company, hosting cost of cultural activities and service cost of advertising public relations company related to brand cultivation. However, SBD Investment Consulting Co., Ltd., as a subsidiary brand, needs to ensure the investment profit of shareholder SC Group, and is bound by SC Group in decision-making. Therefore, the development of LY Cultural and Creative Industrial Park needs the approval of SC Group in terms of financial guarantee.

In the adjusted development plan, in order to achieve the goal of brand cultivation, it is necessary to increase investment in brand upgrading, activity promotion and online publicity. Therefore, under the condition of unchanged initial investment, LY Cultural and Creative Industrial Park needs to adjust its planning, increase the investment of special funds for brand cultivation, and take part of existing income as special funds for brand cultivation. At the same time, the financial department needs to ensure that the cash flow is sufficient and reasonable, and make appropriate account period adjustments for some receivables to ensure the sustainable development of the park. The investment in brand cultivation in the park is not without return. After the brand cultivation has a certain effect, the number of people in LY Cultural and Creative Industry Park will increase and its popularity will increase, which will attract cultural enterprises and cultural shops to join, reduce the vacancy rate of LY Cultural and Creative Industry Park, and increase the income of rent and property management. At the same time, when holding cultural activities, the show of LY Cultural and Creative Park will be chosen as the venue. The utilization rate of the show is improved, the rental income is increased, and the total income is naturally increased, which can further promote the capital flow of ly cultural and creative industrial park and form a virtuous circle of capital-brand-capital. In the process of forming this cycle, initial capital investment is the foundation and necessary condition. Only by ensuring the rational use of pre-brand cultivation funds can we form a virtuous circle and promote the development of ly cultural and creative industrial park to a higher level.

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