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论文编号：	12698
作者编号：	2120163180
上传时间：	2021/8/26 16:20:16
中文题目：	粉丝经济背景下蔡徐坤工作室的品牌延伸策略优化研究
英文题目：	Research on the Optimization of Brand Extension Strategy of KUN Studio Under the Background of Fan Economy
指导老师：	田莉
中文关键字：	粉丝经济；品牌延伸；策略优化；蔡徐坤工作室
英文关键字：	Fan Economy; Brand Extension; Strategy Optimization; KUN Studio
中文摘要：	从我国提出文化强国战略及品牌强国战略以来，打造一批具有国际影响力和市场号召力的知名文化品牌，将成为一个重要发展目标。偶像产业作为文化产业的一个细分，成为我国经济转型升级的重要组成部分。新媒体时代下，粉丝通过技术赋权势力崛起，逐渐拥有绝对话语权，“流量”开始引爆粉丝经济，成为重要的经济形式之一。2020年我国艺人经纪市场规模达千亿级别，粉丝经济占比84.6%，并呈增长趋势。粉丝资源已经成为品牌商业价值的重要体现，在此基础上，进行品牌延伸成为应对市场竞争的有力手段。但是，品牌延伸同时面临巨大的风险，品牌应如何借助粉丝经济的力量来实现高质量的延伸发展，是整个直面C端的行业面临的问题。 蔡徐坤工作室作为时代的典型代表，其品牌的创建及发展能为行业及其他品牌方带来一定的启示。本文以工作室的品牌作为案例进行研究，采用文献法、访谈法、参与观察法、数据分析法等研究方法，结合管理学、经济学等相关理论，通过整理、归纳研究，提炼出本次文章写作的理论依据。同时，通过对比行业发展现状以及粉丝需求，分析在时代背景下，蔡徐坤工作室的品牌延伸现状及不足，并提出优化对策和保障措施。为同行业以及直接面对C端的行业在粉丝经济背景下如何进行品牌延伸提供一些发展思路，同时为工作室在未来如何进行品牌延伸的优化提供一定的参考。 本文研究认为，蔡徐坤工作室的品牌具备良好的延伸条件以及充分的延伸动因，并且粉丝资源是其品牌发展的重要保障。若要在日益激烈的产业竞争中保持品牌优势，建议工作室应从开发品牌延伸价值链、品牌延伸的管理实施以及对粉丝的运营3个方面进行优化。同时，还应通过维护核心品牌以及控制风险两方面实施保障措施，品牌的延伸才能实现更广泛、更高层次的发展。
英文摘要：	Since the Chinese government proposed the strategies of cultural and brand, building a number of well-known cultural brands with international influence and market appeal will become an important development objective. As a category of cultural industry, idol industry has become an important part of China's economic transformation and upgrading. In the era of new media, fans gradually have the absolute right to speak through the rise of technological empowerment. "Flow" began to explode fan economy and became one of the important economic forms. In 2020, the scale of China's artist brokerage market has reached hundreds of billions, with fans economy accounting for 84.6% and showing a growing trend. Fan resources have become an important manifestation of the commercial value of brands. On this basis, brands extension has become a powerful means to deal with market competition. However, brand extension also faces huge risks. How should brands achieve high-quality extension development with the dividends of the fan economy is a problem faced by the entire industry, especially the ones face the consumers. KUN studio is a typical representative of the times, the creation and development of its brand can bring certain enlightenment to the industry and other brands. Taking its brand as an example, this thesis adopts the methods of literature, interview, participation observation and data analysis, combined with management, economics and other related theories, to refine the basis theory for the writing of this thesis through sorting and summarizing research. Simultaneously, by comparing the development status of the industry and the demands of fans, to analyze the status quo and insufficient of KUN studio’s brand extension under the background of the times, and puts forward optimization countermeasures and safeguard measures, which are proposed to provide some development ideas for the same industry and the ones which are facing the consumers on how to carry out brand extension under the background of the fan economy, at the same time, to provide a reference for how to optimize the brand extension of the studio in the future. According to the research of this thesis, KUN studio's brand has good extension conditions and sufficient extension motivation. In order to maintain the brand's advantage in the increasingly fierce competition in the industry, it is recommended that the studio should optimize the development of brand extension value chain, the management and implementation of brand extension and the operation of fans. At the same time, safeguard measures should be implemented by maintaining the core brand and controlling risks, so that the extension of this brand can achieve broader and higher-level development.
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