摘要
营销正从产品生产时代、顾客导向时代和社会营销时代步入到以人文关怀为特征的4.0文化营销时代。文化营销时代中娱乐营销成为了主角。当娱乐牵手营销,娱乐化的营销活动方式使得消费者在愉悦中感知到品牌的价值。自从湖南卫视2005年的"超级女声"一炮走红,以营销为特征的各类娱乐节目如雨后春笋,大有"娱乐至死"之势。本研究旨在对国内外相关学术研究成果和系列成功案例进行分析总结的基础上,进一步对"娱乐营销"这一概念进行了提炼,并总结归纳出几种基本的娱乐营销运营模式。最后对娱乐营销领域中的研究问题和后续研究方向等进行了展望。
Marketing is moving from the era of product production,customer-oriented andsocial marketing to the era of cultural marketing characterized by humanistic care. In the cultur-al marketing era,entertainment marketing has become the main character. When the entertain-ment working with marketing,consumers can have a perception of the brand's value under theentertainment marketing activities. Since 'Super Girl' became a hit,Hunan TV in 2005,varioustypes of entertainment programs characterized by marketing spring up such as mushrooms after arain,with a great 'entertainment to death' trend. Based on the analysis and Summary of the do-mestic and international academic achievements and series of successful cases,this study furtherabstracts the concept of 'entertainment marketing' and summarizes several basic entertainmentmarketing operation modes. At last,the research problems in the field of entertainment market-ing and the follow up research directions are discussed.
出处
《品牌》
2017年第1期17-24,共8页
Brand
基金
国家自然科学基金面上项目:名人代言中的组合效应研究--基于拟社会互动关系视角(项目批准号:71272243)
关键词
娱乐营销
明星代言
体验营销
音乐营销
微电影营销
Entertainment marketing
Celebrity endorsement
Experience marketing
Music marketing
Micro-film marketing
