童园文化传媒公司品牌营销策略探析摘要随着对外开放和国际化进程的加快，中国企业和跨国公司进行着更加激烈的竞争，传统的价格战、广告战在打击竞争对手的同时，也使自身的竞争能力减弱，不利于企业的长足发展，国外成功企业的经验表明，现代营销应树立品牌，开展品牌营销，品牌成为企业应对日益激烈的市场竞争，塑造企业竞争优势的最有力的手段。近年来，虽然海尔、联想等知名中国品牌在全球市场上迅速崛起，但是我国广大中小企业的发展却越来越受到品牌的约束，中小企业发展过程中普遍缺乏品牌意识，品牌力不足已经成为中小企业发展壮大最大的阻碍。中小企业要想有长远发展，必须从实际出发，增强企业的品牌意识，树立企业独特的品牌形象。论文以童园文化传媒公司为例，通过对品牌营销的理论进行分析，在此基础上对童园文化传媒公司品牌营销存在的问题进行分析，最终提出品牌营销发展的策略，对我国中小型企业的发展具有重要的参考价值。关键词：市场竞争；品牌营销；发展策略MarketingStrategyofTongYuanCompany'sBrandCultureMediaAbstractWiththeaccelerationoftheprocessofopeningupandinternationalizationofChineseenterprisesandmultinationalcorporationswithmoreintensecompetition,thetraditionalpricewars,advertisingcampaignsinthefightagainstcompetitors,butalsotoweakentheircompetitiveability,isnotconducivetogreatenterprisesdevelopment,experiencehasshownthatsuccessfulcompaniesabroad,shouldestablishabrandofmodernmarketing,brandmarketing,brandcompaniestobecomethemostpowerfulmeanstodealwiththeincreasinglyfiercemarketcompetition,createcompetitiveadvantage.Inrecentyears,though,Haier,Lenovoandotherwell-knownChinesebrandsrapidriseintheglobalmarket,butthedevelopmentofthemajorityofSMEsareincreasinglyconstrainedbythebrand,thedevelopmentofSMEsinthegenerallackofbrandawareness,brandpowershortagehasbecomeasmallenterprisestogrowthebiggestobstacle.SMEsinordertohavelong-termdevelopment,wemustproceedfromreality,enhancebrandawareness,establishauniquebrandimage.Children'sPlaygroundMediaInc，forexample,throughtheanalysisofbrandmarketingtheory,basedonthistechnologymediacompanyonCPMbrandmarketinganalysisoftheproblems,andultimatelymadethedevelopmentofbrandmarketingstrategyforoursmallandmediumenterprisesthedevelopmenthasanimportantreferencevalue.KeyWord:Marketcompetition;brandmarketing;developmentstrategy目录摘要........................................................................................................................1Abstract..................................................................................................................2一、绪论................................................................................................................5（一）研究背景及意义................................................................................5（二）研究现状............................................................................................51品牌营销研究现状.............................................................................52品牌营销案例研究现状.....................................................................7（三）论文的主要内容..............................................................................10二、品牌营销理论概述......................................................................................11（一）品牌的基本理论..............................................................................111品牌的含义.......................................................................................112品牌的功能...........
