發(fā)布時(shí)間：2018-05-06 03:37

  本文選題：文化品牌 + 品牌組合構(gòu)建��； 參考：《重慶工商大學(xué)》2017年碩士論文

【摘要】：2014年,我國(guó)經(jīng)濟(jì)發(fā)展進(jìn)入“新常態(tài)”,文化消費(fèi)卻與經(jīng)濟(jì)整體發(fā)展呈背離態(tài)勢(shì),逆勢(shì)上揚(yáng)。隨著模仿跟風(fēng)式消費(fèi)階段基本結(jié)束,個(gè)性化、多元化消費(fèi)成為主流,消費(fèi)市場(chǎng)開(kāi)始發(fā)生產(chǎn)生結(jié)構(gòu)性轉(zhuǎn)變,文化已經(jīng)進(jìn)入品牌化消費(fèi)時(shí)期。重慶文化品牌資源豐富,文化消費(fèi)市場(chǎng)潛力巨大,但是與此相反的是,重慶文化品牌消費(fèi)市場(chǎng)卻呈現(xiàn)出消費(fèi)總量不高,市場(chǎng)適應(yīng)度不強(qiáng),區(qū)域同質(zhì)化競(jìng)爭(zhēng)嚴(yán)重,政策支持乏力,研究理論落后等問(wèn)題。針對(duì)重慶文化消費(fèi)市場(chǎng)存在的突出問(wèn)題,結(jié)合文化消費(fèi)進(jìn)入品牌化消費(fèi)的大背景下,筆者借助比較成熟的企業(yè)品牌組合理論,對(duì)重慶文化品牌進(jìn)行組合戰(zhàn)略研究。品牌組合是品牌與品牌之間的戰(zhàn)略性組合,它包括了建立強(qiáng)勢(shì)品牌與一般品牌、主品牌與子品牌、擔(dān)保品牌與被擔(dān)保品牌的聯(lián)系,并且保證組合內(nèi)部有統(tǒng)一的戰(zhàn)略,品牌之間相互支持和互補(bǔ)。本文通過(guò)對(duì)國(guó)外品牌組合文獻(xiàn)的閱讀,總結(jié)國(guó)外品牌組合和構(gòu)架理論研究的主要觀點(diǎn)�？v觀國(guó)內(nèi)文化品牌生態(tài)環(huán)境,文化品牌構(gòu)建與組合與實(shí)踐不對(duì)稱,理論不足,實(shí)踐僅限于短期的效果。在媒體新環(huán)境下,構(gòu)建科學(xué)有序的文化品牌體系,進(jìn)行整合營(yíng)銷傳播是經(jīng)濟(jì)效益與社會(huì)效益雙贏。筆者基于重慶文化品牌資源現(xiàn)狀、開(kāi)發(fā)利用中存在的突出問(wèn)題以及文化品牌資源本身的性質(zhì)和消費(fèi)群眾需求的基礎(chǔ)上,選擇適合的目標(biāo)市場(chǎng)和品牌定位,對(duì)重慶文化品牌進(jìn)行組合構(gòu)建。對(duì)文化品牌進(jìn)行組合,突破以往的個(gè)案研究與理論上的單一。重慶文化品牌組合戰(zhàn)略的構(gòu)建與營(yíng)銷是具體落實(shí)中央文化“支柱性產(chǎn)業(yè)”的戰(zhàn)略導(dǎo)向,踐行立足特色、延伸產(chǎn)業(yè)鏈、提高附加值和“打造知名品牌”的產(chǎn)業(yè)指向的政策方針;為實(shí)現(xiàn)文化產(chǎn)業(yè)成為新的經(jīng)濟(jì)增長(zhǎng)點(diǎn)、轉(zhuǎn)方式的著力點(diǎn)和調(diào)結(jié)構(gòu)的支點(diǎn)的戰(zhàn)略部署,落實(shí)“支柱性產(chǎn)業(yè)”定位提供技術(shù)支持;有助于增強(qiáng)城市的市場(chǎng)定價(jià)能力、生產(chǎn)要素吸納能力。
[Abstract]:In 2014, China's economic development entered the "new normal", but cultural consumption deviated from the overall economic development, rising against the trend. With the end of imitating and following the style of consumption, individuation, diversification of consumption become the mainstream, the consumer market has begun to produce structural changes, culture has entered the brand consumption period. Chongqing is rich in cultural brand resources and has great potential for cultural consumption market. However, on the contrary, Chongqing's cultural brand consumption market is not high in total consumption, weak in market adaptability, serious in regional homogeneous competition, and weak in policy support. To study problems such as the backwardness of theory. In view of the outstanding problems existing in Chongqing's cultural consumption market, and under the background of cultural consumption entering into brand consumption, the author makes a combination strategy study on Chongqing's cultural brand with the help of more mature enterprise brand combination theory. Brand combination is a strategic combination between brand and brand. It includes the establishment of strong brand and general brand, main brand and sub-brand, guarantee brand and guaranteed brand, and ensure that there is a unified strategy within the portfolio. Brands support each other and complement each other. Based on the reading of foreign brand portfolio literature, this paper summarizes the main viewpoints of foreign brand portfolio and framework theory. Throughout the ecological environment of domestic cultural brand, the construction and combination of cultural brand is not symmetrical with practice, the theory is insufficient, and the practice is limited to short-term effect. Under the new environment of media, it is a win-win situation for economic and social benefits to construct a scientific and orderly cultural brand system and carry out integrated marketing and communication. Based on the status quo of Chongqing's cultural brand resources, the outstanding problems existing in the development and utilization, the nature of cultural brand resources and the needs of consumers, the author chooses the appropriate target market and brand positioning. Chongqing cultural brand combination construction. Combination of cultural brands, breaking through the previous case studies and theoretical singularity. The construction and marketing of Chongqing's cultural brand combination strategy is the strategic direction of implementing the central culture's "pillar industry", practicing the policy policy of standing on the characteristics, extending the industrial chain, improving the added value and "building the well-known brand". In order to realize the cultural industry becoming a new economic growth point, the strategic deployment of the pivot of the mode of transformation and the adjustment of the structure, and to implement the positioning of "pillar industry", it is helpful to strengthen the market pricing ability of the city. Capacity to absorb factors of production.
【學(xué)位授予單位】：重慶工商大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G124

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本文編號(hào)：1850635