【摘要】： 中國加入WTO后,文化產(chǎn)業(yè)面臨的競爭環(huán)境將發(fā)生巨大的變化。在經(jīng)過一系列的文化體制改革后,由事業(yè)制走向市場化經(jīng)營的文化企業(yè)如何盡快提高對市場的應(yīng)變能力、打造強勢品牌已成為整個文化產(chǎn)業(yè)的首要任務(wù)。長沙歌廳演藝市場由于競爭的加劇從頂峰期走向轉(zhuǎn)折,作為其代表的田漢大劇院如何能重新調(diào)整思路,并在成立集團公司后如何打造“田漢文化”品牌是一個至關(guān)重要的課題。 本文的選題正是研究如何將整合營銷傳播理論運用到具體的企業(yè)和品牌——田漢文化。首先對企業(yè)外部市場環(huán)境和企業(yè)內(nèi)部的優(yōu)劣勢進行綜合分析比較;然后運用品牌相關(guān)理論對其進行整合和重新定位;再通過運用整合營銷傳播理論結(jié)合企業(yè)實際確定田漢文化品牌整合營銷傳播的目標、定位和策略;最后制定整合營銷傳播的實施計劃,并通過一系列保障措施及對實施效果的評價來提高企業(yè)的整合營銷傳播水平、提高企業(yè)的競爭能力。 本文的研究結(jié)果對于由事業(yè)制背景轉(zhuǎn)向市場化經(jīng)營的田漢文化集團來說,具有理論及實踐的指導意義。將其直接運用到實際操作中,也可為公司品牌體系的搭建以及后續(xù)的整合營銷傳播管理創(chuàng)建一個良好的基礎(chǔ)。本文以SWOT分析的方式研究企業(yè),在整合營銷傳播的分析研究過程中創(chuàng)意性的提煉出田漢文化品牌的定位語和推廣語,再造了品牌核心價值和品牌個性,提出了傳播工具的組合應(yīng)用策略,對整合營銷傳播工作進行了規(guī)劃,并提出了建立傳播中央集權(quán)管理體系、與IMC代理公司戰(zhàn)略合作、培養(yǎng)具有核心能力的營銷傳播管理者等一系列建議,也將對類似企業(yè)和品牌提供一套有效的參考方法。
[Abstract]:After China's entry into the WTO, the competitive environment facing the cultural industry will undergo tremendous changes. After a series of cultural system reform, how to improve the ability to adapt to the market and build a strong brand has become the primary task of the whole cultural industry. Due to the aggravation of competition in Changsha Opera Hall, how to readjust the train of thought and how to build the brand of "Tian Han Culture" after the establishment of the group company is a crucial issue for Tian Han Grand Theater, which is the representative of Changsha Opera Hall, because of the aggravation of competition to turn from the peak period to a turning point. The topic of this paper is to study how to apply the theory of integrated marketing communication to the specific enterprise and brand-Tian Han culture. Firstly, the author makes a comprehensive analysis and comparison of the external market environment and the advantages and disadvantages of the enterprise, and then integrates and relocates the external market environment and the internal advantages and disadvantages of the enterprise by using the brand related theory. Then through the use of integrated marketing communication theory combined with enterprise practice to determine Tian Han cultural brand integrated marketing communication goals, positioning and strategies; finally, formulate integrated marketing communication implementation plan, And through a series of safeguard measures and evaluation of the effect of implementation to improve the level of integrated marketing communication and enhance the competitiveness of enterprises. The research results of this paper are of theoretical and practical significance to Tian Han Cultural Group, which changes from the background of institution system to market-oriented management. It can also create a good foundation for the construction of the company's brand system and the subsequent integrated marketing communication management. This article studies the enterprise by the way of SWOT analysis, in the process of analysis and research of integrated marketing communication, it abstracts the positioning language and the promotion language of Tian Han culture brand, reconstructing the brand core value and brand personality. The combination and application strategy of communication tools is put forward, the integrated marketing communication work is planned, the centralized management system of communication is established, and the strategic cooperation with IMC agency company is put forward. A series of suggestions, such as cultivating marketing communication managers with core competence, will also provide a set of effective reference methods for similar enterprises and brands.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2008
【分類號】：J819

【引證文獻】

相關(guān)碩士學位論文 前4條

1 彭慶慶;長沙市生態(tài)旅游開發(fā)研究[D];湖南大學;2010年

2 李國鑫;晉商大院強勢文化品牌構(gòu)建研究[D];山西財經(jīng)大學;2010年

3 趙展;“超星”之路[D];中央民族大學;2012年

4 李文婷;長沙歌廳與百老匯劇院比較研究[D];中南大學;2012年

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本文編號：2250381