开心麻花的喜剧品牌传播研究

发布时间：2018-03-19 05:35

本文选题：开心麻花　切入点：喜剧品牌　出处：《辽宁大学》2017年硕士论文　论文类型：学位论文

【摘要】：在经济全球化的品牌消费时代,品牌对于企业的发展有着越来越重要的意义。开心麻花作为喜剧文化企业的先锋,在喜剧品牌建设和拓展的过程中,其清晰的品牌形成路径、精准的品牌定位、多元化的品牌传播战略,对很多文化企业来说具有很强的借鉴意义。在研究中,以品牌传播为背景,剖析开心麻花不同发展时期的品牌建设情况,分析开心麻花的整体布局。通过对开心麻花喜剧品牌的受众定位分析、类型定位分析、风格定位分析,审视开心麻花喜剧品牌的内涵和本质。开心麻花喜剧品牌的建设,也归功于其丰富而灵活的品牌传播策略。开心麻花喜剧品牌通过品牌符号化传播建立“麻花明星”代言人,以喜剧为核心的高度集中化品牌传播策略,以及加强品牌之间商业互动的传播策略,不断深挖品牌的潜力、塑造品牌良好形象、增强品牌市场号召力等,成功塑造了有一定影响力的喜剧文化品牌。开心麻花喜剧品牌的塑造过程及其成功的经验,对文化产业的发展、对文化产品品牌建设都具有参考价值。开心麻花的成功带给我们诸多启示:在开心麻花喜剧品牌建设的基础上,从文化产业发展、传统文化传承和改变、新媒体时代媒介技术发展等角度出发,尝试性提出喜剧品牌建设的传播新思路,即从传播主体、传播内容、传播媒介、传播对象和文化资源开发等方面,积极向时代发展潮流和新媒体技术靠拢,借“互联网+”助力品牌发展建设,打造符合时代气息和要求的喜剧品牌新面貌。
[Abstract]:In the era of brand consumption of economic globalization, brand has more and more important significance for the development of enterprises. As a pioneer of comedy culture enterprises, happy hemp has a clear brand formation path in the process of building and expanding comedy brand. Accurate brand positioning, diversified brand communication strategy, for many cultural enterprises have a strong reference. In the research, with brand communication as the background, analyze the different development period of happy hemp brand construction, By analyzing the audience orientation, type orientation and style orientation of happy flax comedy brand, the connotation and essence of happy hemp comedy brand are examined, and the construction of happy hemp comedy brand is analyzed. Thanks to its rich and flexible brand communication strategy, happy mahua comedy brand through brand symbolization communication to establish a "mahua star" spokesman, comedy as the core of the highly centralized brand communication strategy, As well as the communication strategy of strengthening the commercial interaction between the brands, constantly excavating the potential of the brand, shaping the good image of the brand, strengthening the appeal of the brand market, and so on. The successful creation of a certain influence of comedy culture brand. Happy mahua comedy brand shaping process and successful experience, the development of the cultural industry, The success of happy hemp brings us a lot of enlightenment: on the basis of brand construction of happy jatropha comedy, from the development of cultural industry, traditional culture inheritance and change, From the point of view of the development of media technology in the new media era, this paper tries to put forward a new way of communication in the construction of comedy brand, that is, from the aspects of the main body of communication, the content of communication, the media, the object of communication and the development of cultural resources, etc. Actively to the trend of development of the times and new media technology, using the "Internet" to help brand development and construction, to create a new face of comedy brand in line with the atmosphere and requirements of the times.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G124;G206

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