Research On The Path Of Improving Brand Equity Of Cultural Enterprises Based On Brand Alliance Effect

In today's era of brand competition,The key indicator of a brand's competitiveness is brand equity.Many companies are actively looking for ways to boost their brand equity.In recent years,a growing number of companies are experimenting with brand alliance strategy in case of boost brand equity.With the promulgation and implementation of relevant policies of China's cultural industry,the foundation of cultural entertainment is continuously strengthened.In order to seek better development opportunities,Chinese enterprises also adopt the brand alliance strategy in cultural industry.From the above and on the basis of literature review of Brand alliance,this dissertation firstly select cultural enterprises(Light media,wanda pictures,youku,i QIYI etc.)to research aspects of brand alliance matching degree and consumer evaluation,by the basic model of S&R.Then study the influence of consumer evaluation on brand equity after brand alliance by comprehensive model and method of empirical study.Thus,we can obtain the influence of brand alliance on brand equity in cultural industry.In this paper,present three hypotheses and understanding consumers through questionnaire survey.In this survey,were distributed a total of 160 questionnaires that including 137 valid questionnaires.Then,collected the data from the questionnaire and processed and analyzed through the software SPSS22.0.At last,the following conclusions were reached below.1.The pre-attitude of brand has a direct impact on consumer evaluation of brand alliance.Brand alliance strategy can affect brand equity by the consumer evaluation2.In the pre-attitude of the brand,the leading brand(brand 1)has a great influence on consumer evaluation,and the modified brand(brand 2)has less influence on the consumer evaluation.3.In the brand alliance matching degree,the brand matching degree and the product matching degree have positive influence on consumer evaluation,and the influence of brand matching degree is greater than the product matching degree.4.The consumer evaluation has a significant positive impact on the brand equity,among which the brand value has the greatest influence,secondly the brand image.Therefore,the cultural enterprises should consider the factors such as pre-attitude of brand,brand alliance matching degree and consumption evaluation when carrying out brand alliance strategy.This paper studies the influence of consumers on brand alliance attitude and brand alliance on brand equity in cultural enterprises.The results on one hand,to enrich the current brand alliance of empirical research,and on the other hand also provide research results to help cultural enterprises enhance brand equity.At last,prompting the cultural enterprise brand alliance strategy smoothly,achieve a win-win cooperation situation.