品牌塑造：中小文化企业发展的生命线

发布时间：2018-08-02 08:06

【摘要】：文化产业作为21世纪的明星经济产业受到国内外的广泛关注与重视。在我国，文化产业被视为重要的战略产业并随着相关国家政治会议的召开而越发引人瞩目。在文化产业日臻成熟的今日，中小文化企业也得到了长足发展，对整体文化产业的开发做出了卓越的贡献，同时仍存在很多问题。面对复杂庞大的文化产业体系，如果研究中小文化企业的生存现状与发展问题需要一个具体可行的切入点。中国作为外来文化进口大国，其自身的文化产业实力如何增强以抗衡日趋激烈的文化竞争已成为至关重要的课题。在本文中，试图从中小文化企业品牌建设的角度寻找可能的解决路径，，促进我国文化产业的整体发展，促使我国从文化进口大国转变为文化产业和服务输出国。因此，本文以市场营销理论与品牌理论为支撑，通过对当下文化产业发展背景的梳理与该背景形态下中小文化企业品牌建设情况的研究进行定性分析。结合分析结论与相关的文献理论与个体案例对比进行对策构想。
[Abstract]:As a star economy industry in the 21 st century, cultural industry has received extensive attention at home and abroad. In China, cultural industry is regarded as an important strategic industry and has attracted more and more attention with the convening of relevant national political conference. With the development of the cultural industry, the small and medium-sized cultural enterprises have made great contributions to the development of the whole cultural industry, and there are still many problems. In the face of the complex and huge cultural industry system, it is necessary to study the survival status and development of medium and small cultural enterprises. As a big country importing foreign culture, how to strengthen its own cultural industry to counteract the increasingly fierce cultural competition has become a crucial issue. In this paper, we try to find a possible solution from the perspective of brand construction of small and medium-sized cultural enterprises, promote the overall development of our cultural industry, and promote our country from a large cultural import country to a cultural industry and service exporter. Therefore, this paper is supported by marketing theory and brand theory, through combing the current cultural industry development background and the research of brand construction of small and medium-sized cultural enterprises under the background of the qualitative analysis. Combined with the analysis of the conclusions and relevant literature theory and individual case comparison to the countermeasures.
【学位授予单位】：北京舞蹈学院
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：G124;F273.2

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