浅谈品牌塑造及延伸--以横店影视城为例

浅谈品牌塑造及延伸--以横店影视城为例(6500字)

摘  要

    品牌是用以识别某个销售者或某群销售者的产品或服务，并使之与竞争相对手的产品或服务区别开来的商业名称及其标志。它有助于促进产品的销售，树立企业形象；它有利于保护品牌所有者的合法权益；有利于约束企业的不良行为；有助于扩大产品的组合。所以一个好品牌的塑造对于一个公司企业来非常重要。经过对自身资源的分析、利用以及合适的运营模式经营之后，品牌已经走过了初步的发展，想要继续的壮大，就要打破品牌的局限性，对品牌进行延伸。一个品牌如何进行塑造以及延伸是每一个公司、企业甚至个人都在追寻的问题，而横店影视城作为国内一流影视城，其品牌的塑造和延伸都很有代表意义。本文将以横店影视城为例来谈一谈品牌的塑造及延伸。
关键词：横店影视城,品牌,资源分析利用,运营模式,周边延伸

Abstract

The brand is used to identify a seller or group of sellers of products or services, and the competition of products or services and relative difference hand from the commercial name and logo. It helps to promote the sales of the products, establish a corporate image; it is conducive to the protection of the brand owner's legitimate rights and interests; is conducive to the constraint of bad behavior; combination helps expand the product. So building a good brand is very important for a company to. After a suitable operation mode and management and utilization analysis, on their own resources, brand has gone through the initial development, want to continue to grow, to break the limitations of the brand, brand extension. A brand to shape and extension is a company, enterprise or individual in the pursuit of the problem, and the Hengdian film and TV city as the domestic first-class film and Television City, shape and extension of the brand are very representative. This paper will take the Hengdian film and TV city as an example to talk about brand building and extension.
Key words: Hengdian movie and Television City, brand, resources utilization, operating mode, the peripheral extension

目  录

引言………………………………………………………………………………………………1
一、品牌塑造的含义……………………………………………………………………………1
（一）品牌的含义……………………………………………………………………………1
（二）品牌塑造的含义………………………………………………………………………1
二、分析艺术品牌塑造及延伸…………………………………………………………………1
（一）自身资源分析…………………………………………………………………………2
（二）运营模式分析…………………………………………………………………………3
1.核心战略……………………………………………………………………………3
2.价值网络……………………………………………………………………………4
3.发展资源……………………………………………………………………………4
4.用户界面……………………………………………………………………………4
三、如何塑造及延伸一个品牌及其影响意义…………………………………………………5
（一）延伸产业链………………………………………………………………………….5
（二）延伸关联产业………………………………………………………………………6
（三）延伸文化内涵………………………………………………………………………6
（四）深远影响……………………………………………………………………………6
四、对我国品牌塑造延伸的启示………………………………………………………………7
结论………………………………………………………………………………………………8
参考文献…………………………………………………………………………………………9