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基于粉丝消费行为的品牌营销策略研究 被引量:3

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摘要 "粉丝"这个群体因具有超常消费行为而受到广泛关注,粉丝营销能够充分利用符号、情感、群体认同将明星粉丝转化为品牌粉丝。针对粉丝消费行为,可以通过强化品牌符号、开发衍生品、经营粉丝社群、开展粉丝文化活动等策略,实现品牌营销的目的。
作者 孙汇杞
出处 《声屏世界》 2021年第5期67-68,共2页
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