| This thesis emphasizes on Yangtze piano brand building of Parsons Music Corporation through cultural marketing.The brand was first created in 2009,with the development of the Parsons Music Corporation,and the brand has been mature since its beginning.Its production have developed from the single CGF-X1 concerto grand pianos to a large system that includes diverse levels with the C GF-X1 as the representative,to meet the need of different customers.Cultural marketing,as an integrated marketing method,was throughout the development of the Yangtze brand and plays an important role in the brand building by promoting the brand culture,association and loyalty.This thesis is divided into four parts.The introduction is mainly about the research background,purpose,current status,major direction and methods,as well as the innovation and disadvantages;the second part is the exploration of the theoretical foundation of piano brand building by defining the basic concepts of brand building and cultural marketing,then discusses the function of cultural marketing during the development of the Yangtze piano brand;the fourth part is about enlightenments and introspections on the Chinese piano brands building by investigating the process of the Yangtze piano brand building;the fourth part is a summary of the main ideas of the thesis. |
