名人代言的价值及其风险规避对策

Analysis on the commercial value of celebrity endorsement and the risk averting strategies

名人代言是一种常见的营销手段,同时是一把"双刃剑"。文章分析了名人代言和企业选择名人代言的商业价值与风险,认为:名人要全面了解企业,企业要科学选择名人,名人形象要与企业产品的生命周期相吻合,一旦发生危机,名人与企业都要立即采取相应措施,积极应对,以最大限度消弥负面影响。

Celebrity endorsement, as a common means of marketing, is a double-edged sword. The commercial value and the potential risk of celebrity endorsement are analyzed. The key to averting the risks lies in that the celebrity should understand the enterprise holistically while the enterprise should choose the celebrity appropriately to match the image of the enterprise＇s products. It is stressed that both parties should take active actions when confronted by crises to minimize the negative impact.