影视植入式广告营销策略研究.docVIP

教学单位 教学单位 经济管理系 学生学号 201287022031 编 号 JJ2014GS031 本科毕业论文 题　 目 影视植入式广告营销策略研究 学生姓名　 　 王 磊 专业名称　 　 工商管理　 指导教师　 　 梁 雁 2014年 5 月 15 日 PAGE PAGE I PAGE PAGE I 影视植入式广告营销策略研究 摘 要:在市场竞争日益激烈、营销手段日新月异的今天，广告作为一种信息传播与营销的手段已越来越为企业所重视和应用，由于广告的支出费用不断攀升，花样更是层出不穷，所以植入式广告正是这一时期新起的广告传播形式，近些年，国内植入性广告发展势头迅猛，且形式多样，电影电视剧甚至是微电影、娱乐综艺节目和网络游戏等领域都已经涉及到。植入性广告作为一种新颖的广告方式不断的出现在我们的视野，尤以影视行业较多。《我愿意》、《变形金刚3》和《人在囧途之泰囧》等大片，都是运用了大量的植入性广告。影视里的广告植入有很多种形式，大部分的都是以对白、场景和道具植入为主。但由于中国的植入性广告发展还不成熟，很多人对它提出了质疑，植入性广告究竟会被定性为道德缺失还是在法律底线上从容游走,是技高一筹的营销手段还是掩耳盗铃,得不偿失, 这一切取决于企业的营销方式和技巧经验。植入性广告在中国有很大的发展空间和前景，这需要深入分析其特点和营销方式，达到企业和媒体的双赢。 本文从植入式广告的SWOT分析入手，结合整合营销传播理论，分析现阶段植入广告营销的优势劣势和机会威胁，从而对植入式广告的营销策略进行分析。 关键词：影视植入式广告；SWOT分析；广告营销策略 PAGE PAGE II Research on marketing strategy of movie product placement Abstract: In the increasing competitive market and the rapid changing marketing strategy situation, more and more enterprises pay attention to and apply the advertising which is regarded as a way of information spreading and marketing strategy. Owe to the increasing advertising costs and the endless forms, the implantation advertising is a new form of advertising spreading. In these days, the domestic implantable advertising develops very quickly with a variety of forms. Films, TV plays, even micro movies, entertainment shows and website games have been involved. The implantation advertising as a new kind of brand form appears constantly in our field of visions, especially in the film and television industry. Films like I do, Transforms three, Lost in Thailand, all apply plenty of implantable advertising .there are many kinds of forms of implantable advertising in the films and TV shows, most of them mainly in the forms dialogue ,scene, and prop implantable .However, due to the immaturity of china ‘development in implantable advertising, many people