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

【摘要】：2014年,我國經(jīng)濟發(fā)展進入“新常態(tài)”,文化消費卻與經(jīng)濟整體發(fā)展呈背離態(tài)勢,逆勢上揚。隨著模仿跟風式消費階段基本結(jié)束,個性化、多元化消費成為主流,消費市場開始發(fā)生產(chǎn)生結(jié)構(gòu)性轉(zhuǎn)變,文化已經(jīng)進入品牌化消費時期。重慶文化品牌資源豐富,文化消費市場潛力巨大,但是與此相反的是,重慶文化品牌消費市場卻呈現(xiàn)出消費總量不高,市場適應(yīng)度不強,區(qū)域同質(zhì)化競爭嚴重,政策支持乏力,研究理論落后等問題。針對重慶文化消費市場存在的突出問題,結(jié)合文化消費進入品牌化消費的大背景下,筆者借助比較成熟的企業(yè)品牌組合理論,對重慶文化品牌進行組合戰(zhàn)略研究。品牌組合是品牌與品牌之間的戰(zhàn)略性組合,它包括了建立強勢品牌與一般品牌、主品牌與子品牌、擔保品牌與被擔保品牌的聯(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。本文通過對國外品牌組合文獻的閱讀,總結(jié)國外品牌組合和構(gòu)架理論研究的主要觀點�？v觀國內(nèi)文化品牌生態(tài)環(huán)境,文化品牌構(gòu)建與組合與實踐不對稱,理論不足,實踐僅限于短期的效果。在媒體新環(huán)境下,構(gòu)建科學有序的文化品牌體系,進行整合營銷傳播是經(jīng)濟效益與社會效益雙贏。筆者基于重慶文化品牌資源現(xiàn)狀、開發(fā)利用中存在的突出問題以及文化品牌資源本身的性質(zhì)和消費群眾需求的基礎(chǔ)上,選擇適合的目標市場和品牌定位,對重慶文化品牌進行組合構(gòu)建。對文化品牌進行組合,突破以往的個案研究與理論上的單一。重慶文化品牌組合戰(zhàn)略的構(gòu)建與營銷是具體落實中央文化“支柱性產(chǎn)業(yè)”的戰(zhàn)略導向,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;為實現(xiàn)文化產(chǎn)業(yè)成為新的經(jīng)濟增長點、轉(zhuǎn)方式的著力點和調(diào)結(jié)構(gòu)的支點的戰(zhàn)略部署,落實“支柱性產(chǎn)業(yè)”定位提供技術(shù)支持;有助于增強城市的市場定價能力、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.
【學位授予單位】：重慶工商大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G124

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