产品同质化时代娱乐营销策略和模式探析.pdfVIP

ABSTRACT ABSTRACT As the product homogeneity is more and more severe and the competitions among the manufactures are more and more fierce，the entertainment marketing is the best choice for the manufactures to implement the differential marketing．In the entertainment marketing，entertainment is introduced to embody the value of the band and products，which is capable to meet the pursuit of individual consumers to feel the spirit ofjoy，comfort needs and enhance customers’faith on products，SO as to form the enterprises’competitive advantages．This thesis is based on the theoretical analysis．Firstly，the Maslow hierarchy of needs，the consumer value theory,the consumer satisfaction theory,and relationship marketing are reviewed， and the researches on the entertainment marketing theory at home and abroad are displayed．Secondly，combining the explanation of the related theories，the author defined the related concepts and essences of the entertainment marketing，and interprets its characteristics and why the entertainment marketing is populated． The entertainment marketing decision process was analyzed．summarized on the basis of entertainment marketing patterns of several strategies．A novel entertainment marketing mode named”Cupmode was established，and the concrete analysis and descriptions on it were carried on．To further enhance the feasibility of the entertainment marketing，the case of the entertainment marketing was analyzed， denoting how to implement the entertainment marketing“cup”mode．Meanwhile， the current situation of domestic entertainment marketing Was analyzed，the entertainment marketing problems and the strategies to these problems are concluded and the development of the entertainment marketing and its trend in China were discussed． Key Words：product homogeneity；entertainment marketing；marketing mode； development and trend II 第1章绪论 1．1选题思路与研究方法 1．1．1选题思路 第1章绪论 目前，国内外研究娱乐营销的文章还相对较少，且大部分文章仅仅是对娱 乐营销的某个环节或特点进行分析总结，很少有人对娱乐营销理论进行比较完 整系统的研究讨论。本文选题没有另辟蹊径，而是借鉴了国内外关于娱乐营销 的很多研