重庆文化品牌组合战略研究

发布时间：2018-05-06 03:37

本文选题：文化品牌 + 品牌组合构建　；参考：《重庆工商大学》2017年硕士论文

【摘要】：2014年,我国经济发展进入“新常态”,文化消费却与经济整体发展呈背离态势,逆势上扬。随着模仿跟风式消费阶段基本结束,个性化、多元化消费成为主流,消费市场开始发生产生结构性转变,文化已经进入品牌化消费时期。重庆文化品牌资源丰富,文化消费市场潜力巨大,但是与此相反的是,重庆文化品牌消费市场却呈现出消费总量不高,市场适应度不强,区域同质化竞争严重,政策支持乏力,研究理论落后等问题。针对重庆文化消费市场存在的突出问题,结合文化消费进入品牌化消费的大背景下,笔者借助比较成熟的企业品牌组合理论,对重庆文化品牌进行组合战略研究。品牌组合是品牌与品牌之间的战略性组合,它包括了建立强势品牌与一般品牌、主品牌与子品牌、担保品牌与被担保品牌的联系,并且保证组合内部有统一的战略,品牌之间相互支持和互补。本文通过对国外品牌组合文献的阅读,总结国外品牌组合和构架理论研究的主要观点。纵观国内文化品牌生态环境,文化品牌构建与组合与实践不对称,理论不足,实践仅限于短期的效果。在媒体新环境下,构建科学有序的文化品牌体系,进行整合营销传播是经济效益与社会效益双赢。笔者基于重庆文化品牌资源现状、开发利用中存在的突出问题以及文化品牌资源本身的性质和消费群众需求的基础上,选择适合的目标市场和品牌定位,对重庆文化品牌进行组合构建。对文化品牌进行组合,突破以往的个案研究与理论上的单一。重庆文化品牌组合战略的构建与营销是具体落实中央文化“支柱性产业”的战略导向,践行立足特色、延伸产业链、提高附加值和“打造知名品牌”的产业指向的政策方针;为实现文化产业成为新的经济增长点、转方式的着力点和调结构的支点的战略部署,落实“支柱性产业”定位提供技术支持;有助于增强城市的市场定价能力、生产要素吸纳能力。
[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.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G124

【参考文献】