RESEARCH ON THE PATH OF MARKETING INNOVATION PROMOTING BRAND SUSTAINABILITY: A CASE STUDY OF CHINESE LIVEHOUSES

This article focuses on the specific cultural and entertainment venue of Livehouses in China, exploring how marketing innovation can promote the sustainable development of their brands. By analyzing the current situation of the Livehouse industry, dissecting the opportunities and challenges it faces, and combining relevant theories of marketing innovation, this paper conducts in-depth research on the specific paths for marketing innovation to promote brand sustainability from multiple dimensions such as product innovation, price strategy innovation, channel expansion innovation, promotional activity innovation, and brand communication innovation. It aims to provide innovative marketing ideas and strategic references for Chinese livehouses and other similar cultural and entertainment brands.