《云南映象》品牌维护与品牌提升研究

发布时间：2018-01-09 19:17

本文关键词：《云南映象》品牌维护与品牌提升研究　出处：《中央民族大学》2017年硕士论文　论文类型：学位论文

【摘要】：《云南映象》融合民族传统与现代表演艺术,通过舞台表现的方式传递少数民族的民族歌舞。通过多元化的形式展现出云南少数民族勤劳、朴素的生活与情感传递。《云南映象》极具民族文化特色,在前期打入市场过程中颇受市场关注和消费者喜爱,形成了良好的口碑效应,推动了民族艺术产品的发展与传播。因而,分析《云南映象》品牌维护与提升问题,不仅可以明确《云南映象》在品牌管理方面取得的经验和教训,同时也可以为其他同类艺术产品品牌管理提供有力的借鉴。论文以《云南映象》为研究对象,基于发现问题——分析问题——解决问题的思路开展研究。首先,作者对国内外文献成果进行回顾总结,归纳出关于品牌、旅游演艺产品、旅游演艺产品品牌维护与提升方面的研究成果,通过提炼总结,指出目前研究成果与研究不足;其次,在阐述《云南映象》运行模式的基础上,分别从品牌维护与品牌提升方面对《云南映象》品牌管理现状进行分析;再次,在阐述现状的基础上,分析《云南映象》在品牌维护与品牌提升方面存在的不足;最后以品牌管理相关理论为引导,结合《云南映象》自身发展状况,有针对性提出《云南映象》品牌维护和提升对策,为促进《云南映象》品牌发展提供参考。《云南映象》作为我国旅游演艺品牌的代表,通过对其品牌维护与提升存在问题的分析与解决,可以有效了解我国整个旅游演艺品牌存在的问题以及问题解决对策,从而更好地推动旅游演艺品牌发展。
[Abstract]:< > Yunnan image fusion of traditional and modern folk performing arts, the stage performance way to transfer the minority nationality dance. Through diverse forms of ethnic minorities in Yunnan show a hard-working, simple life and emotional transmission. The image of Yunnan > full of national characteristics, in the period before the entry into the market in the process of popular market and consumers, forming a good reputation, has promoted the development and dissemination of national art products. Therefore, analysis of the image of Yunnan > < brand maintenance and promotion, not only can clear the image of Yunnan < > get in brand management experience and lessons, but also can provide useful reference for other similar products. The art of brand management in "Yunnan Map > as the research object, based on finding problems analyzing problems solve problems studied. Firstly, the literature on domestic and foreign achievements Are reviewed, summarized about the brand, tourism performing products, research and promotion of the maintenance of the tourism performing products brand, through the summary, pointed out that the current research achievements and shortcomings; secondly, based on expounding the operation mode of the image of Yunnan < >, respectively from the brand maintenance and brand promotion to analyze "brand management status of Yunnan map again, >; in the paper based on the status quo, analysis of the image of Yunnan" in the < brand maintenance problems and brand promotion; finally, the brand management theory as a guide, combined with the "Yunnan Image > its own development, puts forward" Yunnan image > brand maintenance and promotion strategies. In order to promote the brand image of Yunnan > < development of reference. The image of Yunnan as a representative of China's Tourism Performing "brand, the brand to maintain and enhance the analysis of the existing problems and solutions, can have In order to better promote the development of tourism performance brand, we can understand the problems of the whole tourist entertainment brand and solve the problem solving countermeasures.

【学位授予单位】：中央民族大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J124

【参考文献】