随着《文化产业振兴规划》、《关于促进电影产业繁荣发展的指导意见》《关于

推进国有电影院线深化改革加快发展的意见》等相关政策的陆续发布,表明了国家

在对中国电影产业发展在宏观政策上给予了大力的支持。在由国家主导的改革推动

下,中国电影产业焕发出蓬勃生机。其中影院与企业文化成为最热门的领域,尤其

是影视行业战略文化部署更是进入了新的行业竞争领域。

本文以目前突飞猛进的电影市场及影视消费文化为研究背景,以蓝海影视文化

集团为例,采用了理论研究与案例分析的方法,深入研宄这一行业的发展现状,通

过阅读大量的文献资料,认真收集和整理行业信息和资料,探讨了该行业品牌建设

的巨大空间。文中根据品牌建设理论和营销管理理论,结合蓝海影视文化集团的文

化、经营特色,对现今影视行业品牌战略建设过程中存在的问题进行了深入浅出的

剖析,从而得到了一些有价值的线索可以为蓝海影视文化集团的影视产业发展提供

借鉴,同时也为蓝海影视文化集团的品牌建设探明了一些方向,当然对于影视业这

一领域的品牌建设也可以起到抛砖引玉的作用。

文章主要分为五个部分,第一部分主要介绍本文研宄的背景以及研宄的意义,

并确定了所采取的框架以及研宄方法。第二部分主要阐述与本次研宄有关的基本理

论,即品牌建设的相关理论,目的旨在为本文的研宄奠定良好的理论基础。第三部

分是以蓝海影视文化集团为例,在简要介绍了蓝海影视文化集团的基本情况之后,

针对蓝海集团所处的宏观环境及行业环境进行了深入的剖析。后两部分主要是描述

蓝海集团品牌建设的现状以及存在的问题,并针对已经发现的问题以及后续可能出

现的品牌建设问题,给出处理措施和应对之策,达到双控、稳定、可持续的目的。

关键词:影视文化行业;品牌建设;品牌传播

Abstract

Recent years, China has paid high attention and has given strong support to the film

industy. With the promotion of the culture revolution, Chinses film industy has been full

of vigor and developed repidly. Cinemas and company culture have become the most

popular themes in this field,and culture strategy development of the show industy h肪

also reached a new competetive level.

Based on the current considerably advanced movie market md the film consumption

culture, this thesis takes Omnijoi Media Corp, as an example to make a further study of

this industry in adopting the theory research and case analysis method. By reading

some documents, collecting and organizing such information and data, ttie author

discusses the huge space of brand building in this field. According to the theory of brand

building and marketing management, this thesis combines with Omnijoi Media Corp,

carries a simple analysis on today's film and television industry in the process of the

construction of brand strategy, and got some valuable clues. This study realized the good

combination between theoretical research and practical cases, got the very good practical

operability, combined with analysis of the industry development situation at home and

abroad, and will forecast the development trend. It is not only beneficial for the Omnijoi

Media Corp of film and television industry development, but also provides the practical

operating method reference for Omnijoi Media Corp brand strategy choice of film and

television, which provides a more profound reference influence in the brand construction

field.

This article is divided into five parts, the first part introduces the research

background and research significance. The second part mainly lay a good theoretical

basis to the research, through a lot of reading, arranging enough theoretical materials,

self-monitoring of digestion and absorption, ftirther clarify the theoretical significance of

this study. The third part is take Omnijoi Media Corp as an example, the Omnijoi Media

Corp macro environment and competitive environment make a deep research, aiming at

the problems which have been found and the subsequent brand construction problems

that may occur, giving treatment measures and response, to achieve the purpose of

double control, stable and sustainable.

Key Word: TV&Film Industry,Brand Building, Brand Communication