案例,spss,数据分析

文化传播公司营销策略探析—以德云社为例


此文字数共约:10000字  文章页数共约:16页  发布时间:2022年  原创指数:3.6

【内容概述】

文化传播公司营销策略探析—以德云社为例


近几年,我国的娱乐文化市场正在蓬勃发展,市场规模也不断扩大。德云社作为国内知名度最高的相声团体,不仅在相声市场占据主导地位,在娱乐演艺市场也崭露头角。本文以北京德云社文化传播有限公司作为主线,探讨德云社从“小剧场”走向“大荧幕”的市场营销策略。通过对营销环境和营销策略现状进行分析,找出德云社目前面临的营销困境,并提出解决的对策与建议。本文浅谈德云社的市场营销策略,同时借鉴韩国SM娱乐公司的品牌营销策略,希望能够为更多的中国传统文化企业品牌化运营提供参考,保护并弘扬中国传统文化,提高国民的文化自信。

关键词:德云社;营销策略;品牌营销

An Analysis of Marketing Strategies of Cultural Communication Companies -- Taking Deyunshe as an Example
ABSTRACT
In recent years, China's entertainment culture market is booming, the market scale is also expanding.As the most famous crosstalk group in China, Deyunshe not only occupies a dominant position in the crosstalk market, but also stands out in the entertainment and performing arts market.Taking Beijing Deyunshe Cultural Communication Co., Ltd. as the main line, this paper discusses its marketing strategy from "small theater" to "big screen".Through the analysis of marketing environment and marketing strategy status quo, find out the marketing dilemma Deyunshe is facing at present, and put forward countermeasures and suggestions to solve.This paper discusses the marketing strategy of Deyunshe and draws on the brand marketing strategy of South Korean SM Entertainment Company, hoping to provide reference for the brand operation of more Chinese traditional culture enterprises, protect and carry forward Chinese traditional culture, and improve the cultural confidence of the people.

Keywords:Deyunshe; Marketing strategy; Brand marketing
目录
一、德云社概况 1
(一)公司简介 1
(二)历史发展 1
二、德云社市场营销环境分析 1
(一)宏观环境 1
(二)中观环境 2
(三)微观环境 2
三、德云社营销策略现状分析 2
(一)纵向渗透营销策略组合 2
1. 纵向渗透营销策略 2
2. 营销策略运用状况 3
(二)水平扩张营销策略组合 3
1. 水平扩张营销策略 3
2. 营销策略运用状况 4
(三)交叉互动营销策略组合 4
1.UCG 4
2.“粉丝经济”营销策略 4
四、德云社营销策略困境与反思 5
(一)相声质量参差不齐 5
(二)品牌定位模糊 6
(三)危机公关能力不足 6
五、德云社营销策略对策建议 6
(一)提高相声演员专业能力和相声质量 6
1. 确定相声的主导地位 6
2. 相声艺人立足“小剧场” 7
3. 长远视角下的营销策略 7
(二)明确品牌定位,打造德云社新“粉丝经济” 7
1. 利用优质相声作品进行正面导向 7
2. 相声艺人资源整合,打造“家族饭” 7
3. 组建“德云社式”官方后援会 8
(三)遵守危机公关5S原则 8

 

*若需协助请咨询↓→[电脑QQ][手机QQ]【数据协助】