本文選題：品牌傳播　切入點(diǎn)：娛樂化　出處：《華僑大學(xué)》2009年碩士論文

【摘要】： 娛樂作為人類的基本活動方式,伴隨著人類文明的進(jìn)步不斷演變和發(fā)展,與此同時,伴隨工作節(jié)奏的日益加快,工作壓力的日益增強(qiáng),娛樂作為緩解工作壓力,抒發(fā)個人情感的體閑方式在工作和生活中起到越來越重要的作用。因此,現(xiàn)代娛樂產(chǎn)業(yè)蓬勃發(fā)展,非娛樂產(chǎn)品的娛樂營銷盛行,娛樂元素已經(jīng)滲透到許多品牌與產(chǎn)品文化中,品牌傳播娛樂化也將是提升品牌價值的長期行為。 現(xiàn)代消費(fèi)者的心理已突破傳統(tǒng)的消費(fèi)心理,而轉(zhuǎn)向追求趣味性,追求時尚的消費(fèi),并且重視消費(fèi)過程中的親身體驗(yàn)。因此,傳統(tǒng)的品牌傳播方式已不能滿足消費(fèi)者的需求,傳統(tǒng)的傳播方式面臨新的挑戰(zhàn)。品牌傳播娛樂化是適合這一環(huán)境變化的重要營銷傳播變革。 品牌傳播娛樂化是以娛樂為載體,通過新穎、形象的創(chuàng)意思路,豐富多彩、生動有趣的執(zhí)行手段,來演繹品牌的風(fēng)格,表達(dá)品牌的主張,達(dá)到與消費(fèi)者溝通的目的。品牌傳播娛樂化過程中具有生動化、時尚化、個性化、傳媒立體化、互動化的特征。品牌傳播娛樂化可細(xì)分為娛樂顯性廣告、娛樂隱性廣告、娛樂軟性廣告、贊助和參與媒體的娛樂節(jié)目、品牌娛樂秀、品牌的娛樂名人代言六種類型品牌傳播娛樂化是提升品牌價值的重要途徑:品牌傳播娛樂化有助于品牌市場的發(fā)展、品牌傳播娛樂化有助于消費(fèi)者認(rèn)可品牌的核心理念與價值觀、品牌傳播娛樂化有助于加速品牌培育進(jìn)程,促進(jìn)品牌信仰形成。在品牌傳播娛樂化的過程中應(yīng)遵循以下原則:品牌傳播娛樂化要為品牌定位服務(wù),塑造獨(dú)特品牌個性;合理選擇品牌傳播娛樂化手段,注重品牌與娛樂的結(jié)合;增強(qiáng)創(chuàng)新意識,使品牌傳播娛樂化獨(dú)樹一幟;掌握品牌傳播的實(shí)質(zhì),實(shí)現(xiàn)娛樂與品牌傳播結(jié)合;重視傳播的反彈作用,傾聽消費(fèi)者的聲音;重視在概念營銷的同時深化品牌傳播,使品牌可持續(xù)發(fā)展;樹立民族自信心,協(xié)調(diào)“外來文化”與“本土文化”的關(guān)系;完善品牌傳播娛樂化方式的管理制度,加強(qiáng)自律,維護(hù)公平競爭。一個完整的品牌生命周期經(jīng)歷了品牌知名度培育、品牌認(rèn)知度培育、品牌美譽(yù)度培育、品牌忠誠度培育、品牌信仰培育等提升品牌價值的五個階段,品牌傳播的娛樂化針對這五個階段也應(yīng)作出相對應(yīng)的對策。 品牌傳播娛樂化在帶來良好效益的同時,也存在著一系列的風(fēng)險(xiǎn):品牌傳播娛樂化與品牌定位,品牌內(nèi)涵、文化的不契合性;傳播“娛樂”泛濫的“惡搞”現(xiàn)象;品牌傳播與娛樂的脫節(jié);品牌傳播娛樂化的投資回報(bào)的風(fēng)險(xiǎn)性。因此,企業(yè)要提高風(fēng)險(xiǎn)意識,對風(fēng)險(xiǎn)進(jìn)行防范與控制:堅(jiān)持長期的規(guī)劃策略與持續(xù)創(chuàng)新的娛樂化傳播方式;加強(qiáng)品牌傳播娛樂化管理,樹立品牌傳播的社會責(zé)任感,提升品牌形象;掌握品牌傳播娛樂化的實(shí)質(zhì),實(shí)現(xiàn)娛樂與品牌傳播互動組合;傳播成本與收益的控制;品牌傳播娛樂化手段的慎選,用傳播的娛樂訴求拉近與消費(fèi)者的距離;合理運(yùn)用品牌傳播娛樂化六種傳播類型。
[Abstract]:Entertainment as basic human activities, along with the progress of human civilization evolution and development, at the same time, along with the accelerating pace of work, work pressure increasing, entertainment as to alleviate the pressure of work, expressing personal feelings the leisure way plays a more and more important role in life and work. Therefore, modern entertainment industry is booming, non entertainment products popular entertainment marketing, entertainment has penetrated into many brand and product culture, brand communication and entertainment will also be a long term to enhance the brand value.
Modern consumer psychology has exceeded the traditional consumer psychology, and to the pursuit of fun, fashion consumption, and to pay attention to in the process of consumption experience. Therefore, the traditional way of brand communication can not meet consumer demand, the traditional way of communication is facing new challenges. The brand dissemination entertainment is an important marketing communication for this change the environmental change.
Brand entertainment is entertainment as the carrier, through innovative, creative thinking, the image of the rich and colorful, vivid and interesting means of implementation, to the interpretation of the brand style, brand advocates, to communicate with consumers. It has the dynamic, fashion, personalized brand communication entertainmentation, three-dimensional media features, interactive entertainment. Brand communication can be divided into explicit entertainment advertising, entertainment hidden advertising, entertainment soft advertising, sponsorship and participation of the media entertainment, brand entertainment show, branded entertainment celebrities six types of entertainment brand communication is an important way to enhance the brand value of the brand development of entertainment are: contribute to the brand market, core concept and value of brand communication entertainment to help consumers recognized brand, brand communication and entertainment helps accelerate the brand development process, promote brand beliefs shape In the process of brand communication. The entertainment should follow the following principles: brand entertainment for brand positioning service, creating a unique brand personality; reasonable choice of brand communication means of entertainment, with emphasis on the brand and entertainment; enhance the awareness of innovation, brand communication and entertainment to become an independent school to grasp the essence of brand communication,; entertainment combined with the brand communication; pay attention to the spread of a rebound effect, listen to the voice of the consumer; emphasizing the deepening of brand communication in the concept of marketing at the same time, the sustainable development of the brand; establish national self-confidence, coordinate the relationship between the "foreign culture" and "local culture"; to perfect the brand entertainment mode of management system, strengthen self-discipline, safeguard fair competition a complete brand life cycle through brand cultivation, cultivating brand awareness, brand reputation and brand loyalty brand cultivation, cultivation, faith In the five stages of raising brand value and so on, the entertainment of brand communication should also make corresponding countermeasures against these five stages.
Brand communication and entertainment in a good performance. At the same time, there are also a series of risks: entertainment brand communication and brand positioning, brand connotation, does not fit the cultural dissemination; "entertainment" flood "spoof" phenomenon; out of brand communication and entertainment; the risk of brand communication entertainment investment returns. Therefore, enterprises should enhance the awareness of risk prevention and control of risk: adhere to the planning strategy of long-term and continuous innovation, the dissemination of entertainment; strengthen brand communication and entertainment management, establish brand social responsibility, enhance the brand image; grasp the essence of brand entertainment, entertainment and interactive dissemination of the brand the combination of income and cost control; communication; brand entertainment means selection, with demands of entertainment spread closer to consumers; rational use of six kinds of brand communication entertainment media Type.

【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2009
【分類號】：F273.2

【引證文獻(xiàn)】

相關(guān)期刊論文 前3條

1 鐘三陽;;企業(yè)“樹品牌、創(chuàng)名牌”發(fā)展戰(zhàn)略研究[J];企業(yè)科技與發(fā)展;2015年10期

2 王春娟;;國際零售商業(yè)發(fā)展趨勢研究——基于娛樂體驗(yàn)的零售商業(yè)規(guī)劃設(shè)計(jì)[J];中國市場;2014年07期

3 張欣欣;羅昀;;娛樂營銷在企業(yè)品牌傳播中的應(yīng)用[J];合作經(jīng)濟(jì)與科技;2013年16期

相關(guān)碩士學(xué)位論文 前2條

1 王曉璐;娛樂致勝[D];黑龍江大學(xué);2015年

2 趙金妹;網(wǎng)絡(luò)時代背景下品牌設(shè)計(jì)與傳播策略研究[D];浙江工商大學(xué);2013年

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本文編號：1726652