A Study On Brand Management Strategy Of Chinese Children’s Musical

A brand is a "symbol" that an enterprise or brand body expresses its self-assertion.Its discipline is defined as the name,term,symbol or design combination used to identify a certain(class)product and distinguish it from the products and services of similar competitors.Brand management is an intervention method to ensure that the brand has a lasting vitality and a systematic behavior to implement the brand’s strategic planning.Its main purpose is to shape its own "brand personality",enrich the connotation of the brand and expand its influence,so that the enterprise can finally realize the return on brand assets Maximization.As far as China’s performing arts market is concerned,especially in the field of children’s musicals,the market positioning is not clear enough,and the development direction is not clear,thus highlighting the important value of the brand marketing strategy.The art management theory also advocates shaping consumer orientation,improving consumers’ perceived quality,giving play to the "brand" effect,and building brand loyalty among stakeholders,thereby increasing the popularity of "brands" in the cultural market and promoting the healthy development of the market.Children’s musicals are an important part of musicals.They are a comprehensive artistic expression of music,dance,literature,fine arts,and drama.In order to meet the psychological and physical characteristics of children,the design concept of children’s musicals often has a positive educational role,which is transmitted to children’s hearts through live plots and artistic performances,which directly or indirectly affect children’s behavior.In today’s society,aesthetic education has received much attention.More and more people pay attention to the cultivation of children’s comprehensive ability.People’s willingness to buy children’s musicals has gradually strengthened,and their box office income has tended to grow steadily.At the same time,with the widespread development of art education popularization activities,China’s children’s artistic literacy has generally improved.Lectures and summer camps on the theme of children ’s musicals have received support from the government and all parties.The time to gradually develop to a commercial scale is gradually mature,With good market potential.However,to promote its marketization and healthy industrial development,the establishment of brand awareness is undoubtedly one of the important marketing methods.We must attach importance to the important influence and application value of brand management on the marketing and development of Chinese children’s musicals.Based on this position,the author intends to take the Chinese children’s musical brand "Little Orange Castle" as an example,combine the brand with the children’s performing arts market,and through the development of agood brand management strategy,help the children’s musical industry to build credibility and enhance products and consumers.The relationship between them will increase the intimacy between the main body of the brand and the consumer,thus generating good benefits and being sufficient to adapt to the changing market environment.This article takes Chinese children’s musicals as the research object,takes the brand personality theory as the core methodology,combines consumer psychology,consumer behavior and other related theories and methods,takes the "Little Orange Castle" brand as a case,and combines brand personality measurement The table and brand prism model quantitatively analyze the branding of Chinese children’s musicals,summarize relevant evaluation factors,and propose corresponding brand management strategies for the Chinese children’s musicals industry from the internal positioning and external expression of the brand personality.