品牌传播娱乐化研究

发布时间：2018-04-09 13:35

本文选题：品牌传播　切入点：娱乐化　出处：《华侨大学》2009年硕士论文

【摘要】： 娱乐作为人类的基本活动方式,伴随着人类文明的进步不断演变和发展,与此同时,伴随工作节奏的日益加快,工作压力的日益增强,娱乐作为缓解工作压力,抒发个人情感的体闲方式在工作和生活中起到越来越重要的作用。因此,现代娱乐产业蓬勃发展,非娱乐产品的娱乐营销盛行,娱乐元素已经渗透到许多品牌与产品文化中,品牌传播娱乐化也将是提升品牌价值的长期行为。现代消费者的心理已突破传统的消费心理,而转向追求趣味性,追求时尚的消费,并且重视消费过程中的亲身体验。因此,传统的品牌传播方式已不能满足消费者的需求,传统的传播方式面临新的挑战。品牌传播娱乐化是适合这一环境变化的重要营销传播变革。品牌传播娱乐化是以娱乐为载体,通过新颖、形象的创意思路,丰富多彩、生动有趣的执行手段,来演绎品牌的风格,表达品牌的主张,达到与消费者沟通的目的。品牌传播娱乐化过程中具有生动化、时尚化、个性化、传媒立体化、互动化的特征。品牌传播娱乐化可细分为娱乐显性广告、娱乐隐性广告、娱乐软性广告、赞助和参与媒体的娱乐节目、品牌娱乐秀、品牌的娱乐名人代言六种类型品牌传播娱乐化是提升品牌价值的重要途径:品牌传播娱乐化有助于品牌市场的发展、品牌传播娱乐化有助于消费者认可品牌的核心理念与价值观、品牌传播娱乐化有助于加速品牌培育进程,促进品牌信仰形成。在品牌传播娱乐化的过程中应遵循以下原则:品牌传播娱乐化要为品牌定位服务,塑造独特品牌个性;合理选择品牌传播娱乐化手段,注重品牌与娱乐的结合;增强创新意识,使品牌传播娱乐化独树一帜;掌握品牌传播的实质,实现娱乐与品牌传播结合;重视传播的反弹作用,倾听消费者的声音;重视在概念营销的同时深化品牌传播,使品牌可持续发展;树立民族自信心,协调“外来文化”与“本土文化”的关系;完善品牌传播娱乐化方式的管理制度,加强自律,维护公平竞争。一个完整的品牌生命周期经历了品牌知名度培育、品牌认知度培育、品牌美誉度培育、品牌忠诚度培育、品牌信仰培育等提升品牌价值的五个阶段,品牌传播的娱乐化针对这五个阶段也应作出相对应的对策。品牌传播娱乐化在带来良好效益的同时,也存在着一系列的风险:品牌传播娱乐化与品牌定位,品牌内涵、文化的不契合性;传播“娱乐”泛滥的“恶搞”现象;品牌传播与娱乐的脱节;品牌传播娱乐化的投资回报的风险性。因此,企业要提高风险意识,对风险进行防范与控制:坚持长期的规划策略与持续创新的娱乐化传播方式;加强品牌传播娱乐化管理,树立品牌传播的社会责任感,提升品牌形象;掌握品牌传播娱乐化的实质,实现娱乐与品牌传播互动组合;传播成本与收益的控制;品牌传播娱乐化手段的慎选,用传播的娱乐诉求拉近与消费者的距离;合理运用品牌传播娱乐化六种传播类型。
[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.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2

【引证文献】