| The development of culture industry is an important sign of measuring the comprehensive national power. There is an important significance to study of culture industry segment’s branding in imporving its overall strength. This article starts from the stage play of entertainment industry and is based on theories of Maslow requirements, Aesthetics of reception, Brand strategy and Brand assets. Moreover, it synthesizes our country’s Drama classification, history and tendency to study the case of Happy Mahua. Then the paper will analysise happy Mahua from the three periods of brand introduction, development and mature. Under the new brand identity,Happy Mahua has its unique brand strategy and positioning,based on the play itself and training target consumers. Under the rise brand identity,Happy Mahua has its innovation and marketing from product, price, distribution channels, and real-time communication to stable loyal consumers. Under leadership brand identity,Happy Mahua connects the content and terminal for the expansion of the industrial chain and build brand equity steadily. In the end, it put forward to stabilize its "innovative" and strengthen the "interactive" about running the troupe Happy Mahua, combining the features of the third time of marketing. |
