影视文化品牌塑造:来自华谊兄弟的案例  

Creating Film Cultural Brands: A Case Analysis from Huayi Brothers

作　　者：张莹[1] 陈雷[1] 

机构地区：[1]安徽财经大学工商管理学院,安徽蚌埠233030

出　　处：《河北联合大学学报（社会科学版）》2014年第5期68-72,共5页Journal of Hebei Polytechnic University:Social Science Edition

基　　金：教育部人文社科青年基金项目(批准号:10YJC630399)

摘　　要：在当今品牌引领的时代潮流下,影视文化品牌化,受众才更容易表现出行为和情感的忠诚,继而产生更好的经济效益。结合品牌建设理论,选取华谊兄弟案例,分析其品牌塑造的有利和不利因素,提出了影视文化品牌塑造的三个方法,即提升品牌知名度、树立良好的品牌形象和适当进行品牌延伸。In the era trend of today＇s brand leading,creating film cultural brands makes it much easier for the audiences to perform loyalty behaviorally and emotionally,which in turn produces better economic benefits. This paper selects the case of Huayi Brothers and analyzes its favorable and unfavorable factors using theory of building brand,then puts forward three methods on how to build film cultural brands,namely building up brand awareness,establishing a good brand image and carrying out brand extension.

关 键 词：华谊兄弟 影视文化品牌 品牌知名度 品牌形象 品牌延伸 

分 类 号：G124[文化科学]