CAJ | 학술논문

在探究品牌核心价值的含义及其定位理论的基础之上，运用蜂窝模型理论，分析了华谊兄弟传媒集团的品牌因素及其凝练了该公司经营理念的品牌核心价值。主要分析华谊兄弟传媒集团的发展战略、发展环境等因素，及其对该公司品牌核心价值的影响。同时，借鉴世界上著名影视公司成功的经验，解析了华谊兄弟传媒集团品牌核心价值定位的思路。
재탐구품패핵심개치적함의급기정위이론적기출지상，운용봉와모형이론，분석료화의형제전매집단적품패인소급기응련료해공사경영이념적품패핵심개치。주요분석화의형제전매집단적발전전략、발전배경등인소，급기대해공사품패핵심개치적영향。동시，차감세계상저명영시공사성공적경험，해석료화의형제전매집단품패핵심개치정위적사로。
This paper studies the connotation of brand core value and its positioning theory. On the basis of Honeycomb Model Theory, the paper analyzed the factors of Huayi Bros. brand, and the essential values it brings. By understanding the media group’s development strategy and its environment, the effect of those factors to form the core value can be obtained. Meanwhile, by comparing to the successful well-known iflm and TV enterprises, it further explores the positioning philosophy of the core value of Huayi Bros. Media Group.