Branding: The Lifeline Of The Development Of Small And Medium - Sized Cultural Enterprises

As the star industry of the21st century, the culture industry attracts broadattention worldwide. In our country, the culture industry is regarded as animportant strategic industry and becomes more and more important along with therelevant national political conversations. The culture industry today has beenincreasing. The Small and medium-sized culture enterprises have got progress andmake contribution to the outstanding development of the whole industry. At the sametime, there still can be a wealth of problems remain to be solved. In the face ofsuch a giant and complex culture industry system, we need to find a practical angleto get further study of the survival situation and the development problems of theculture industry.A great many of foreign culture has been imported to China every year. And howto enhance the culture soft power to win a strong position during the culturecompetition has became a great research subject. In this thesis, I try to find thesolution to promote the culture industry developing by considering of the brandbuilding of the small and medium-sized culture industry. I hope to drive our countryto become culture industry and services exporting country by researching brandbuilding.Therefore, this thesis uses the theory of marketing and brand theory as thesupport, based on the background of contemporary culture industry development andthe situation of small and medium-sized cultural enterprises brand constructionresearch and qualitative analyses.