Chongqing Cultural Brand Portfolio Strategy Research

In 2014,China's economic development came into the "new normal",the cultural consumption was deviated from the trend of the overall development of the economy.With the end of imitation of following the trend of consumption stage,the personalized and diversified consumption became the mainstream and the consumer market began to produce structural changes,culture has entered into the brand of consumption period.Chongqing cultural brand is rich in resources,cultural consumption market has great potential,but on the contrary,Chongqing cultural brand consumption market has trouble in the low total of consumption,the weakness of adaptability,strict regional homogenization`s competition,feeble policy support,the theory `s research behind practice and so on.In view of the prominent problems in the cultural consumption market of Chongqing,and combined with the consumption of cultural consumption into the background of brand consumption,the author makes a combination strategy of Chongqing cultural brand with the mature enterprise brand combination theory.Brand portfolio is a strategic combination of different brand,which includes the establishment of a strong brand and the general brand,the main brand and sub-brand,the guarantee brand and the guaranteed brand contact,and to ensure that the combination of a unified strategy,mutual support and complementarity.This paper summarizes the main points of foreign brand combination and architectural theory research by reading the foreign brand portfolio literature.Throughout the domestic cultural brand ecological environment,cultural brand construction and combination of practice and practice asymmetry,lack of theory,practice is limited to short-term results.In the new environment of the media,to build a scientific and orderly cultural brand system,the integration of marketing communication is a win-win economic..Based on the present situation of Chongqing cultural brand resources,the outstanding problems in the development and utilization,and the nature of the cultural brand resources and the needs of the consumers,the author chooses the appropriate target market and brand positioning to build the cultural brand of Chongqing.The combination of cultural brands is breaking the previous case studies and theoretical single.Chongqing cultural brand portfolio strategy construction and marketing is the specific implementation of the central culture "pillar industry" strategic orientation,practice based on the characteristics of the extension of the industrial chain,improve value-added and "build well-known brands," the industry's policy;Cultural industry has become a new economic growth point,the focus of the way and adjust the structure of the fulcrum of the strategic plan to implement the "pillar industry" positioning to provide technical support;help to enhance the city's market pricing capabilities and factors of production capacity to absorb.