天津市蓝希休闲文化企业品牌策略研究论文论文.docVIP

天津市蓝希休闲文化企业品牌策略研究 Thesis Submitted to Hebei University of Technology for The Master Degree of Business Administration TIANJIN BLUE HOPE BRAND PLANNING OF LEISURE AND CULTURAL by Wenying li Supervisor: Prof. Baomin Hu November 2011 2 河北工业大学工商管理硕士（MAB）学位论文 天津市蓝希休闲文化企业品牌策略研究  摘  要  国内外实践和历史发展经验都表明，随着经济的快速发展和人民生活水平的不断提 高，休闲文化产业也必将逐步得到同步发展。天津市是我国北方典型的城市型经济和社会， 虽然和北京市相比有一定差距，但近年来休闲文化产业也得到了快速发展。天津市休闲文 化产业发展的一个重要趋势是，伴随着消费者越来越强调自我和对个性的追求，使得休闲 文化市场日益多样化、个性化、细分化，休闲文化企业间的竞争也由规模实力竞争、质量 竞争、技术竞争逐步转向销售方式竞争、服务竞争、品牌竞争和形象竞争等。 本文研究目的是结合作者正在进行的一个新休闲文化企业拟建工作，对其“蓝希”品 牌策划和商业化运作进行研究，提出策略方案。为此，本文首先对天津市休闲文化产业的 发展历程和现状进行分析，把握天津市休闲文化产业发展的历史和需要借鉴的重点问题； 其次，运用波特的 SWOT 分析方法进行了天津市休闲文化产业的竞争分析，并结合对天津 市休闲文化企业“西岸”品牌实例分析，开展拟建休闲文化企业“蓝希”品牌的策划；最 后，对拟建休闲文化企业“蓝希”品牌的商业化运作的重点问题进行研究，包括“蓝希” 品牌企业选址与目标市场定位问题、蓝希”品牌企业运营问题和 “蓝希”品牌企业建设 投资与效益分析。 关键词：天津市休闲文化产业,竞争分析,拟建企业品牌策划,商业化运作 i 天津市蓝希休闲文化企业品牌策略研究 TIANJIN BLUE HOPE BRAND PLANNING OF LEISURE AND CULTURAL ABSTRACT Historical development of international practice and experience have shown that with rapid economic development and rising living standards, leisure and cultural industries will also gradually be developed simultaneously. Tianjin is a typical city in northern China-based economy and society, though, and Beijing, compared with a gap, but in recent years, leisure and cultural industry has been rapid development. Tianjins leisure and cultural industry is an important trend, along with the increasing emphasis on consumer self and the pursuit of individuality, making the market increasingly diverse leisure and culture, personality, segmentation, leisure and cultural competition between enterprises from the size of strength of competition, quality competition, technological competition and gradually turned to compete for sales, services, competition, competition and brand image competition. This ongoing study aims to combine the author of a new leisure and cultural enterprises proposed work, its Blue Xi brand planning and commercial operations in conducting