品牌研究Issue(2)：87-91,5.
品牌延伸策略在影视作品中的应用探析
Research on Application of Brand Extension Strategy in Film and Television Works
常远 1孙丽辉1
作者信息
- 1. 吉林财经大学 亚泰工商管理学院，吉林 长春 130117
- 折叠
摘要
Abstract
With the TV drama market competition is becoming increasingly fierce,how to cor⁃rectly implement brand extension strategy to improve the success rate of the film and television works has become an important subject of film and television industry attention and need to be solved. Taking the TV series Which Empresses in the Palace extends brand to The Legend of Mi⁃yue as an example, the paper analysis influence factors in the process of brand extension of film and television works and competitive advantage of brand extension for the film and televi⁃sion works. Then, the author put forward the strategy of the successful application of brand ex⁃tension,so as to provide a reference for the film and television industry.关键词
品牌延伸/影视作品/品牌延伸策略Key words
Brand extension/Film and television works/Strategy research分类
管理科学引用本文复制引用
常远,孙丽辉..品牌延伸策略在影视作品中的应用探析[J].品牌研究,2016,(2):87-91,5.
