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- Title
The Brand Strategies for "Huayi Brothers Media Corp" to Build Up International Competence: A Research Based on the Integration- Expansion of Market Channels.
- Authors
Anqi Wang; Tianying Yang; Fangya Lv; Chunyang Zhu
- Abstract
This essay takes the Huayi Brothers brand as a research sample, focusing on how the company should broaden its channels to overseas markets to enhance company competence. The sample also acts as a model for cultural brands 'Going Overseas'. Based on surveys and statistics, in accordance with the company's situations, the essay tries to analyze the related problem of its films' overseas promotion and pursue the company's future strategy. In reference to experiences of film companies both home and abroad, the essay raises effective strategic selections for the Huayi Brothers brand.
- Subjects
HUAYI Brothers Media Corp.; GLOBALIZATION; INTERNATIONAL competition; MARKETING strategy; INTERNATIONAL trade; MOTION picture industry; INTERNATIONAL relations; BRANDING (Marketing)
- Publication
China Media Research, 2011, Vol 7, Issue 3, p92
- ISSN
1556-889X
- Publication type
Article