娱乐营销——品牌营销之幕后推手

随着品牌营销策略日益多样化,娱乐营销应运而生。在娱乐节目强大的收视率的助推下,越来越多的商家选择在娱乐节目中植入广告以增强宣传效果。通过分析品牌的意义与内涵,及企业品牌营销中的品牌定位、品牌形象塑造和品牌营销的策略,提出品牌营销应明确品牌的传播目的;抢占先机,先入为主;灵活运用组合传播策略;注重顾客亲身体验;创新品牌赞助活动形式等对策。

With the diversification of the brand marketing strategy, entertainment marketing emerged. More and more businesses choose to put advertising in the programs in a strong entertainment ratings background. By analyzing the meaning and connota- tion of the brand, brand positioning, brand image and brand marketing strategy, we propose that the main points of the measures such as explieiting the purpose of dissemination, seize the initiative, flexible use of a combination of communication strategies.