浅谈汽车在电影中的植入式营销.doc

汽车市场营销论文 题 目 　　浅谈汽车在电影中的植入式营销 　　 院 （系） 专业班级 　 学生姓名 学号 　　 指导教师 职称 论文成绩__ _ 论文评语__ _ __ _ __ _ 年 月 日 摘 要 以传统插入式电视广告为代表的“干扰式营销”的效果在衰退, 一种全新的营销模式：植入式营销，逐渐被商家看好而被在电影作品中广泛使用。以汽车植入式营销为例，本文从植入式营销的角度谈谈植入式营销和电影的关系，从植入式营销的含义、植入式营销的独特优势、汽车植入式营销的特点和模式以及汽车在影视剧中的运用。分析影片中汽车的润物细无声的感染力，让观众在不知不觉中接受产品信息，体会植入式营销略。汽车塑造了电影中的物像，电影阐述了汽车的性格，两者在商业运作上相得益彰。 关键词：植入式营销；汽车；电影 ABSTRACT To the traditional inserting television advertising as a representative of the interference type marketing effect in the recession, a new mode of marketing: marketing of implantable, gradually valued by the businessman and was widely used in movies. Automotive product placement marketing as an example, this article from the marketing point of view about the implantable implantable marketing and film, from an implantable marketing, marketing of implantable unique advantages, car implantable marketing characteristics and patterns as well as the car in the film and television play by. Analysis of film car moisten things silently appeal, let the audience in the imperceptibly to accept product information, experience marketing of implantable slightly. Auto shaping in movies like the movie, the automobile s character, both in a commercial operation complement each other. Keywords：Product placement marketing；Auto；film ……………………………………………………………………………… 1 英文摘要……………………………………………………………………………… 2 一 植入式营销的含义…………………………………………………………………4 二 植入式营销的独特魅力……………………………………………………………5 （一）强制性接收，到达率高……………………………………………………… 5 （二）易产生“名人效应”………………………………………………………… 5 (三)持续时间长而且影响广泛………………………………………………………5 三 植入式营销与汽车…………………………………………………………………6 四 汽车植入式营销