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Guangzhou M Pottery Culture Communication Company brand positioning

Author: WenShiWei
Tutor: ZhangLei
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: cultural transmission brand positioning
CLC: G124
Type: Master's thesis
Year: 2011
Downloads: 79
Quote: 0
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Abstract


With the increasing market competition nowadays, it is impossible for corporations to win the market share just by providing simple matter demand to customers. Modern corporations should change themselves though the mental demands of customers, which is the most important departure point in the whole modern marketing. In this thesis, a culture company in Guangzhou City was used as the analysis instance. And the developing of increasing private medium and small-sized enterprises in culture industry will be investigated. The melioration of large state-owned culture enterprises which are supported by the government will also be studied in this thesis. About how the culture enterprises can win the market share will be discussed. In the first part of this thesis, the research background, academic meaning, research content, research methods and literature review have been given, which will lay a foundation for the whole thesis writing. In the second part of this thesis, because of the importance of positioning theory in this investigation, the introduction of positioning theory and positioning techniques have been provided. In the third part of this thesis, a culture company in Guangzhou City was used as the analysis instance, the basic conditions of this enterprise was introduced. The brand stage theory and enterprise life cycle theory were used to study the brand development stages of the company. Also the corresponding brand strategies which should be used in different developing stages have been discussed. In the fourth part of this thesis, the analyses of influencing factors for the positioning of the culture company in Guangzhou City were provided. The macro-environment, business environment, customers’demands, other competitors and own products of this company were also studied in detail. In the fifth part of this thesis, the implementation process and implementation path of the brand positioning for the culture company in Guangzhou City were investigated through the positioning theory. The implementation process of the brand positioning was composed of four parts, such as segmenting of the market, locking the target customers, selecting the company positioning and building the marketing model. The discussion of the implementation path for the brand positioning was also composed of four parts, which were products, prices, distribution channels and communications. As well as the model of brand positioning strategy was constructed. The last part of this thesis is chapter six, which has provided the conclusions of the whole thesis.

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CLC: > Culture, science,education, sports > The world culture and culture > China > Cultural industries, cultural market
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