娱乐营销在大学校园市场开发中的应用

The Application of Entertainment Marketing in the Campus Market

以大学生为主体的高校校园市场正在成为一个独特而有潜力的细分市场,越来越被商家和企业所重视。在商品同质化竞争的新形势下,企业成功的关键更在于对消费心理的准确把握及对营销方式的创新应用,而娱乐营销正好符合现代人"渴望快乐"、"体验快乐"的心理需求,它将在企业开发大学校园市场中发挥重要作用。针对当前在大学校园市场开发中娱乐营销存在的各种问题,企业要在准确把握娱乐营销实质的基础上,灵活采取多种应对策略。

The student-oriented campus market is becoming a unique and potential Subdivision market, and is causing more and more attention fr6m enterprises. With the present inclination towards homogeneous competition, the keys to a successful enterprise are to hold the consumer＇s mind and to innovate in marketing methods. The entertainment marketing is in accordance with the psychological demands of modem men, and it will play an important part in the campus market. Because of its present problems in the campus market, the enterprise should take different effective measures actively to deal with them on the basis of mastering, the nature of entertainment marketing.