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MBA论文_现代消费语境下的成都民营川剧品牌塑造研究

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更新时间:2019/8/19(发布于安徽)

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文本描述
I
摘要
相较于国营川剧团的成功改制,民营川剧团由于资金自筹、自负盈亏等原因,剧团
生存面临重重困境。面对严峻的现实市场,解决成都民营川剧发展问题的重点便是如何
提升其市场竞争力,而品牌塑造能提高成都民营川剧团当下经营发展过程中需要解决的
一个重要内容。本文首先阐述了选题目的及意义,认为在当前川剧市场发展中,成都民
营川剧品牌塑造是亟待关注和推进的一个问题。论文通过对成都民营川剧市场环境及发
展现状进行分析,从四川川剧宏观市场和成都民营川剧市场现状出发,总结出成都民营
川剧市场的发展趋势;并对成都民营川剧团体行列中的成都百家班川剧团、郫都区振兴
川剧团、金堂县红叶红艺术团川剧队的品牌塑造现状和所遇到的问题进行有针对性的分
析,总结出成都民营川剧团体品牌塑造过程中的典型问题。同时,运用问卷调查法,针
对现代消费者对成都民营川剧的消费意愿进行调查和分析,总结出消费者不愿对成都民
营川剧进行消费的原因,进而结合成都民营川剧品牌塑造过程中的典型问题和现代消费
者需求,提出了成都民营川剧品牌塑造的策略:紧跟扶持政策、坚持人才战略、促进服
务升级、增强品牌塑造观念、洞察消费者心理和动机
关键词:成都民营川剧;现代消费;品牌
III
Abstract
Compared with the successful restructuring and development of the state-owned Sichuan
troupe, the private Sichuan troupe faces many difficulties in its survival due to self-financing
and self-financing. Facing the severe real market, the key to solve the development problem
of Chengdu private Sichuan opera is to improve its market competitiveness, and brand
building is an effective strategy for Chengdu private Sichuan opera troupe to develop its
operations at present. Firstly, this paper expounds the purpose and significance of the topic,
and thinks that in the current development of Sichuan opera market, the brand building of
Chengdu private Sichuan opera is a problem that needs urgent attention and promotion.
Based on the analysis of Chengdu's private Sichuan opera market environment and current
development situation, this paper summarizes the development trend of Chengdu's private
Sichuan opera market from the macro market of Sichuan opera and the current situation of
Chengdu's private Sichuan opera market. In addition, the author makes a targeted analysis of
the status quo of and problems encountered in the brand building of the Sichuan opera troupe
of Chengdu Baijiaban Sichuan troupes, the Zhenxing Sichuan troupes of Pidu district, and the
hongye red art troupe of Jintang county, and summarizes the typical problems in the process
of the brand building of Chengdu private Sichuan opera troupes. Using the method of
questionnaire, this paper analyzes the modern consumers' willingness to consume Chengdu
private Sichuan opera and summarizes the reasons why consumers are unwilling to consume
Chengdu private Sichuan opera. Furthermore, based on the typical problems in the process of
Chengdu private Sichuan opera brand building and the needs of modern consumers, this paper
puts forward the strategies of Chengdu private Sichuan opera brand building: closely
following the supporting policies, persisting in the talent strategy, promoting service
upgrading, strengthening the concept of brand building, and insight into the psychology and
motivation of consumers.
Key Words:Chengdu private Sichuan opera; Modern consumption; Brand
V
目录
摘要 ..... I
Abstract .... III
1绪论 ...... 1
1.1选题缘起与研究意义 ... 1
1.1.1选题缘起1
1.1.2研究意义2
1.2论题研究现状 ... 2
1.2.1关于“川剧”的研究现状 ........ 3
1.2.2关于“民营川剧”的研究现状4
1.2.3关于“川剧品牌”的研究现状5
1.3研究目的与主要内容 ... 6
1.3.1研究目的6
1.3.2主要内容6
1.4研究方法 ........... 6
1.4.1文献研究法 ........ 6
1.4.2问卷调查法 ........ 7
1.4.3实地调查法 ........ 7
1.5论文的主要概念及相关理论 ... 7
1.5.1论文的主要概念7
1.5.2相关理论 .......... 11
2成都民营川剧市场环境及发展现状13
2.1四川川剧市场宏观情况 ......... 13
2.2成都民营川剧市场发展现状及发展趋势分析 ......... 15
2.2.1成都民营川剧市场发展现状 .. 15
2.2.2成都民营川剧市场发展趋势分析 ...... 15
3成都民营川剧团体品牌塑造个案研究 ........ 17
3.1成都民营川剧团体品牌塑造中的品牌传播现状 ..... 17
3.2成都民营川剧团体个案品牌塑造情况 ......... 19
3.2.1个案团体概要 .. 19
3.2.2个案团体品牌塑造现状及主要问题 .. 23
3.3成都民营川剧团体品牌塑造过程中的典型问题 ..... 42
VI
4现代消费者对成都民营川剧的消费意愿调查 ........ 44
4.1问卷分析 ......... 44
4.2受访者不愿意对川剧进行消费的主要原因 . 52
5现代消费语境下的成都民营川剧品牌塑造策略 .... 53
5.1紧跟扶持政策 . 53
5.2坚持人才战略 . 55
5.3促进服务升级 . 56
5.4增强品牌塑造观念 ..... 58
5.5洞察消费心理和动机 . 59
结论 .. 62
参 考 文 献 ........ 64
附录A关于成都不同人群对川剧的消费认知调查问卷 ...... 66
攻读硕士学位期间发表论文及科研成果 .......... 68
致谢 .. 69。