品牌核心价值定位研究--以华谊兄弟传媒集团为例

摘要

在探究品牌核心价值的含义及其定位理论的基础之上，运用蜂窝模型理论，分析了华谊兄弟传媒集团的品牌因素及其凝练了该公司经营理念的品牌核心价值。主要分析华谊兄弟传媒集团的发展战略、发展环境等因素，及其对该公司品牌核心价值的影响。同时，借鉴世界上著名影视公司成功的经验，解析了华谊兄弟传媒集团品牌核心价值定位的思路。%This paper studies the connotation of brand core value and its positioning theory. On the basis of Honeycomb Model Theory, the paper analyzed the factors of Huayi Bros. brand, and the essential values it brings. By understanding the media group’s development strategy and its environment, the effect of those factors to form the core value can be obtained. Meanwhile, by comparing to the successful well-known iflm and TV enterprises, it further explores the positioning philosophy of the core value of Huayi Bros. Media Group.