金字塔”电影品牌推广策略分析论文.docVIP

摘 要 品牌作为一个企业长久生存的根本，已引起越来越多的人的关注和重视。随着中国电影市场的飞速发展，国内各大电影企业、院线公司纷纷进行着品牌建设与品牌化经营，并不断创造市场热点与市场业绩，主导着国内电影市场的潮流。“南京金字塔?龙者文化影视有限公司”自08年成立以来，以全国二三线城市为目标市场，全力打造“金字塔”为全国知名的电影连锁品牌。近几年，国内电影市场的日趋火热，院线发展、整合与影院建设、改造的步伐明显加快。如今的“金字塔”正面临着新的发展契机，对于品牌推广、传播将提出新的发展需求，也将遭遇全新的挑战。 本文在理论联系实际的基础上，运用了品牌管理、连锁经营、品牌构建与传播等方面的相关理论知识，对本公司目前的品牌推广现状及发展趋势进行分析，为公司实现品牌连锁战略提出有建设性的建议和对策。 关键词：金字塔，品牌推广策略，品牌连锁，品牌构建 Abstract People are paying more attention to brand because it is the support for the long standing of business.With the rapid development of Chinas film market, the domestic major film companies and movie theater line companies that have engaged in brand building and brand managementa and continuously create market hot spots and good market performance lead the trend of the domestic film market. Since Nan Jing Pyramid Longzhe Culture FilmTelevision Company’s inception in 2008, we try to create Pyramid for well-known movie theater line brand in target market of the second-third class cities. In recent years, the domestic film market is day by day fiery with the development of movie theater line and cinema building significantly speeding up. Now Pyramid is facing new development opportunities but also new challenges for new development needs of brand promotion, dissemination. This paper based on the theories linking and practices analysis company current branding promotion situation and development trend and puts forward constructive suggestions and strategies in use of the theory of the brand management, chain management, brand building and communication,etc. Key word: Pyramid，Brand promotion strategies，Brand chain， Brand building 目 录 1 绪论………………………………………………………………………………………1 2 品牌推广理论概述及战略意义……………………………………………………2 2.1 品牌推广理论概述……………………………………………………………………2 2.2 不同时期品牌推广策略推广策略四要素………………………………………推广三元论………………………………………………………………………10 2.4 影品牌的概念与重要性………………………………………………………………11 3 金字塔品牌概述与推广现状及问题分析………………………………………12 3．1 金字塔品牌概述与定位………………………………………………………………12 3．2 金字塔品牌推广现状分析……………………………………………………………13 3．3 金字塔品牌推