名人促销策略问题与对策研究.docxVIP

PAGE 15 名人促销策略问题与对策研究 内 容 摘 要 随着我国经济不断发展，名人促销策略作为一种有效的产品营销手段，企业为了增加宣传效果，使用名人促销策略的现象也日益普遍。然而，近年来随着互联网以及各种媒体技术的不断进步，市场上名人的负面消息层出不穷，影响范围更大，而这些负面消息往往会给名人以及企业带来不可估量的风险。对于企业来说，该如何最大限度地发挥名人促销策略的作用，同时避免其所带来的风险或负面影响，具有重要的经济意义。本文归纳总结前人的研究与论述，分析影响名人促销策略效果的因素，以及名人促销策略对于企业、消费者、名人和社会的意义及作用。根据我国国情以及市场现状，针对我国名人促销现状中的不同的问题与风险，对其产生的原因进行分析，进而提供相应的应对措施。探寻如何在实施名人促销策略的全过程最大程度的规避风险，消费者及名人自身应如何减少因名人促销策略而导致的伤害，为更好地发挥名人策略的积极效应提出建议。 关键词：名人促销；名人代言；名人广告 Research on Celebrity Promotion Strategies and Countermeasures Abstract With the continuous development of Chinas economy, celebrity promotion strategy as an effective means of product marketing, enterprises in order to increase the publicity effect, the phenomenon of using celebrity promotion strategy is increasingly common. However, in recent years, with the continuous progress of the Internet and various media technologies, the negative news of celebrities emerge in endlessly in the market, which has a wider range of influence, and these negative news often bring incalculable risks to celebrities and enterprises. For enterprises, how to maximize the role of celebrity promotion strategy, while avoiding the risk or negative impact, has important economic significance. This paper summarizes the previous research and discussion, analyzes the factors that affect the effect of celebrity promotion strategy, and the significance and role of celebrity promotion strategy for enterprises, consumers, celebrities and society. According to Chinas national conditions and market situation, in view of the different problems and risks in the current situation of celebrity promotion in China, this paper analyzes the causes of its occurrence, and then provides corresponding countermeasures. This paper explores how to avoid risks in the whole process of implementing celebrity promotion strategy, how to reduce the harm caused by celebrity promotion strategy for consumers and celebrities themselves, and puts forward suggestions for better exerting the positive e