The Role Of Cultural Marketing In M-zone's Brand Shaping

This paper focuses on the role of cultural marketing in M-zone 's brand shaping, it was nearly eight years since m-zone has established in 2003.and m-zone has experienced three stages of brand initial,brand growth, brand maturation,the brand value connotation of which changed from "Young people's communication autonomous regions " to "Young people's live autonomous regions" as the marketing environment shifted from 3G to 2G.Cultural marketing,as a marketing tool,transfers brand personality and brand connotation and ascends brand awareness, brand quality awareness, brand association, brand loyalty to accumulate brand assets throughout m-zone brand development,which play a vital role in in M-zone 's brand shaping.The paper has four chapters, the introduction discusses the research objective, literature review and theoretical basis of this study. The second chapter first defines the concept of cultural marketing, discusses the change of m-zone brand, then from the perspective of cultural marketing's function in brand cycle and the contribution to brand culture's development, probes into the shape of dynamic brand. The third chapter foucus on the way of m-zone cultural marketing,basically explains the cultural marketing uses star culture, alliance brand culture, hip-hop culture and anime culture to develop brand activities and to shape brand culture, expanding the influence of brand culture.The fourth chapter summarizes the main ideas, and puts forward to the idea in further research.