A Case Study Of Brand Growth Of Jinjun Culture From The Perspective Of Red Culture

The report of the 19 th National Congress of the Communist Party of China puts forward the basic principles of cultural construction in the new era,and emphasizes the importance of inheriting red culture and promoting the development of advanced socialist culture.In this context,red culture ushers in development opportunities.Inheriting the red culture is helpful to spread the mainstream value and carry forward the spirit of hard struggle.The lofty ideals and firm belief contained in red culture have influenced several generations.Shaping the unique red culture into a brand can not only create value for enterprises,but also enhance the core competitiveness of enterprises,guide the values of social consumption,and promote the development of socialist cause.Under the new historical background,how to excavate the value of red culture and promote the new economic growth point has become the focus of red culture brand building enterprises.It is the direction of the development of red culture in the new era and the new outlet of the brand construction of red culture to enrich the new connotation of red culture through innovative forms of expression of red culture.Red culture brand growth not only follows the general rules of brand growth,but also has its own particularity.Therefore,it is necessary to explore the growth mechanism of red culture brand.This paper takes Jinjun Culture as the research object,adopts the typical single case study method,and makes a dynamic research on the growth path of Jinjun Culture brand from the perspective of red culture.Based on brand life cycle theory and dynamic capability theory,this study deeply analyzes the red culture brand growth process,specific performance,influencing factors and the mutual influence and mechanism of each factor,as well as the realization path of red culture brand growth.This paper constructs a theoretical model of red culture brand growth mechanism from a dynamic perspective,which provides a theoretical basis and reference for cultural enterprises to further develop brand construction.This paper draws the following conclusions:(1)The external environment(economic environment,industry environment and consumption environment)of enterprises influences the composition of internal resources of enterprises(corporate culture,business model,employee skills);(2)The external environment of the enterprise and the resources owned by the enterprise determine the brand strategy adopted by the enterprise;(3)The marketing strategy,independent innovation and organizational structure implemented by the enterprise promote the growth of the brand.In addition,the main problems existing in the process of brand growth of case enterprises Jinjun Culture are as follows:(1)Shortage of internal resources in the brand incubation period;(2)Insufficient motive force for innovation of enterprise in brand introduction period;(3)Weak awareness of brand protection in the period of brand development.Combining the growth path of red culture brand with the management practice experience of Jinjun Culture enriches the analysis of brand growth mode.The countermeasures and suggestions put forward in this paper mainly include three aspects:(1)Strengthening the construction of internal resources;(2)Enriching enterprise brand marketing strategy;(3)Establishing independent innovation system of enterprises.From the perspective of red culture,this paper analyzes the brand growth path of typical enterprises Jinjun Cultural,and uncovers the "black box" of the growth mechanism of red culture brand.It expands the research vision of enterprise brand growth path,enriches the development mode of brand growth,and puts forward targeted countermeasures and suggestions.There are still some deficiencies in this study.According to the long-term observation on the enterprise,in the future,we can make an in-depth analysis of Jinjun Culture through empirical research,and further carry out research on the fields related to brand growth,such as enterprise leader,organizational collaboration,resource combination,cross-border integration,etc.