娱乐经纪公司的品牌经营研究——以s.m.entertainment为例-research on brand management of entertainment brokerage company - taking s m entertainment as an example.docx

中文摘要随着经济日益发展，文化产业领域的品牌意识也逐渐增强。娱乐经纪公司的 经营不再仅仅满足于内容的制造，应该打造属于娱乐经纪公司的形象标签，从 以艺人为主导逐步转向以品牌为主导，逐步实现娱乐经纪公司的品牌化经营的 转型。文章主要通过对娱乐经纪公司品牌经营的相关理论进行研究，得出娱乐经 纪公司品牌经营要考虑的内容，分析出娱乐经纪公司品牌竞争力和价值链的基 本要素，结合韩国娱乐经纪公司 S.M.Entertainment 的成功经验进行分析。提出 国内娱乐经纪公司品牌经营的启示。关键字：娱乐经纪公司 品牌经营 韩国大众文化I英文摘要This paper mainly research on brand management in the development of the Korean entertainment company. How the company, artists, such as large-scale activities developed into a mature, can produce positive influence and contribution to the interests of the company brand. The Korean entertainmentcompany’s brand consciousness produces positive effects on enterprise development. Thosecompanies are by what means and ways to promote the company brand. How to get consumers to look for the brand, and enhance brand loyalty.This article comes to the conclusion of the competitiveness of entertainment company brand and the basic elements of the value chain,combined with the case study of South Korea S.M. Entertainment,may it enlighten the entertainment company brand management in China.Keyword: Entertainment compony Brand management Korean waveII目录中文摘要.................................................................................. I英文摘要................................................................................. II第一章 导论............................................................................... 1一、研究背景.......................................................................... 1二、研究内容和意义.................................................................... 1三、国内外研究现状.................................................................... 2四、研究方法.......................................................... 错误!未定义书签。第二章 娱乐经纪公司品牌经营的相关理论与概念.............................................. 4一、娱乐经纪公司的相关概念............................................................ 4（一）娱乐经纪公司的相关概念...................................................... 4（二）国内外娱乐经纪公司的差异性.................................................. 5二、从精神经济学角度解析