品牌生态与中国电影的战略选择

发布时间：2018-05-14 06:30

本文选题：中国电影 + 品牌生态系统　；参考：《当代电影》2013年05期

【摘要】：中国电影产业发展与市场繁荣背后存在着国产电影竞争力堪忧、影院经营效益下降、国际市场与后产品开发滞后等一系列问题,中国电影的品牌建设成为当务之急。本文从品牌生态理论出发,借鉴好莱坞的实践经验,以电影品牌生态系统为研究框架,对中国电影的品牌生态系统战略进行研究。随着企业之间的竞争日渐转化为商业生态系统之间的竞争,中国电影品牌实力的提升,也越来越依赖于电影企业与所有利益相关者构成的品牌生态系统来完成。在电影品牌生态系统建构过程中,品牌核心无疑发挥着重要的作用,其战略定位影响着整个品牌生态系统的发展方向。品牌生态系统中各种品牌关系的整合,与品牌生态系统的市场开拓和新业务发展相伴而生,而整个品牌生态系统的竞争优势则来源于品牌网络的价值创新。在新型价值创新模式中,消费者、政府、企业与社会作为电影品牌生态系统的重要利益相关者,将通力合作共同实现电影品牌的价值创新。
[Abstract]:There are a series of problems behind the development and prosperity of China's film industry, such as the low competitiveness of domestic films, the decline of cinema operating efficiency, the lagging of international market and post-product development, and so on. The construction of Chinese film brand becomes an urgent task. Based on the theory of brand ecology and the practical experience of Hollywood, this paper studies the strategy of Chinese film brand ecosystem based on the frame of film brand ecosystem. As the competition between enterprises is transformed into the competition among the commercial ecosystems, the improvement of the strength of Chinese film brands is increasingly dependent on the brand ecosystem composed of the film companies and all stakeholders. In the process of constructing the film brand ecosystem, the brand core undoubtedly plays an important role, and its strategic orientation affects the development direction of the whole brand ecosystem. The integration of various brand relationships in the brand ecosystem is accompanied by the market development and new business development of the brand ecosystem, and the competitive advantage of the whole brand ecosystem comes from the value innovation of the brand network. In the new value innovation model, consumers, governments, enterprises and society, as important stakeholders of the film brand ecosystem, will work together to achieve the value innovation of film brands.
【作者单位】：北京交通大学经济管理学院;
【基金】：国家自然基金项目(40971084) 国家广电总局部级社科研究项目(GD09039)的阶段性成果
【分类号】：J943

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