天津市蓝希休闲文化企业品牌策略研究Thesis Submitted to Hebei University of TechnologyforThe Master Degree of Business AdministrationTIANJIN BLUE HOPE BRAND PLANNING OF LEISURE AND CULTURALby Wenying liSupervisor: Prof. Baomin HuNovember 20112河北工业大学工商管理硕士（MAB）学位论文天津市蓝希休闲文化企业品牌策略研究天津市蓝希休闲文化企业品牌策略研究摘摘要要国内外实践和历史发展经验都表明，随着经济的快速发展和人民生活水平的不断提高，休闲文化产业也必将逐步得到同步发展。天津市是我国北方典型的城市型经济和社会，虽然和北京市相比有一定差距，但近年来休闲文化产业也得到了快速发展。天津市休闲文化产业发展的一个重要趋势是，伴随着消费者越来越强调自我和对个性的追求，使得休闲文化市场日益多样化、个性化、细分化，休闲文化企业间的竞争也由规模实力竞争、质量竞争、技术竞争逐步转向销售方式竞争、服务竞争、品牌竞争和形象竞争等。本文研究目的是结合作者正在进行的一个新休闲文化企业拟建工作，对其“蓝希”品牌策划和商业化运作进行研究，提出策略方案。为此，本文首先对天津市休闲文化产业的发展历程和现状进行分析，把握天津市休闲文化产业发展的历史和需要借鉴的重点问题；其次，运用波特的 SWOT 分析方法进行了天津市休闲文化产业的竞争分析，并结合对天津市休闲文化企业“西岸”品牌实例分析，开展拟建休闲文化企业“蓝希”品牌的策划；最后，对拟建休闲文化企业“蓝希”品牌的商业化运作的重点问题进行研究，包括“蓝希”品牌企业选址与目标市场定位问题、蓝希”品牌企业运营问题和 “蓝希”品牌企业建设投资与效益分析。关键词：关键词：天津市休闲文化产业,竞争分析,拟建企业品牌策划,商业化运作i天津市蓝希休闲文化企业品牌策略研究TIANJIN BLUE HOPE BRAND PLANNING OF LEISURE AND CULTURALABSTRACTHistorical development of international practice and experience have shown that with rapid economic development and rising living standards, leisure and cultural industries will also gradually be developed simultaneously. Tianjin is a typical city in northern China-based economy and society, though, and Beijing, compared with a gap, but in recent years, leisure and cultural industry has been rapid development. Tianjins leisure and cultural industry is an important trend, along with the increasing emphasis on consumer self and the pursuit of individuality, making the market increasingly diverse leisure and culture, personality, segmentation, leisure and cultural competition between enterprises from the size of strength of competition, quality competition, technological competition and gradually turned to compete for sales, services, competition, competition and brand image competition. This ongoing study aims to combine the author of a new leisure and cultural enterprises proposed work, its “Blue Xi“ brand planning and commercial operations in conducting research strategic plan. To this end, this is the first leisure and cultural industries in Tianjin and the development process to analyze the situation, grasp the leisure and cultural industries in Tianjin and the need to draw on the historical development of the key issues; Secondly, the use of Porters SWOT analysis method in Tianjin leisure cultural industry competitive analysis, combined with leisure and cultural enterprises in Tianjin, “West Bank“ brand case studies, leisure and cultural enterprises to carry out the proposed “blue hope“ brand planning; Finally, the proposed leisure and cultural enterprises “blue hope“ brand business operation of the key issues of research, including “Blue Xi brands site and target market positioning, and blue hope“ brand business operations issues and “blue hope“ brand business capital investment and benefit analysis.KEY WORDS： Tianjin leisure and cultural industries, competitive analysis, the proposed brand planning, commercial operationii河北工业大学工商管理硕士（MAB）学位论文目目录录第一章第一章 绪论绪论. 11-1 课题研究的目的和意义. 11-1-1 课题研究的目的 . 11-1-2 课题研究的意义 . 11-2 国内外相关研究评述. 11-3 主要研究的内容 . 21-3-1 市场需求与竞争分析（客户群体研究）. 21-3-2 休闲文化品牌的名称、形象、定位、价值、构架. 3第二章第二章 天津市休闲文化产业发展历程与现状分析天津市休闲文化产业发展历程与现状分析 .42-1 休闲文化产业的内涵与特点. 42-1-1 休闲文化产业的内涵 . 42-1-2 休闲文化产业的特点. 42-2 国内外休闲文化产业发展历程. 52-2-1 国外休闲文化产业的发展 . 52-2-2 国内休闲文化产业发展 . 62-3 天津市休闲文化产业发展现状分析 . 72-3-1 天津市文化产业的规模和结构 . 82-3-2 天津市文化产业发展的地域特色和独特文化. 92-3-3 天津市文化产业跨越式发展 . 10第三章第三章 天津市休闲文化产业竞争分析与天津市休闲文化产业竞争分析与“蓝希蓝希”品牌策划品牌策划 .103-1 天津市休闲文化产业竞争分析. 123-1-1 优势与劣势分析(SW). 123-1-2 机会与威胁的分析(OT). 133-2 天津市休闲文化企业“蓝希”品牌策划 . 153-2-1 规划以核心价值为中心的品牌识别系统. 153-2-2 优选品牌化战略与品牌架构 . 153-2-3 目标客户 . 173