娱乐营销基本概念及其表现形式研究

来源 :香港城市大学,西安交通大学,南卡罗来纳大学 | 被引量 : 0次 | 上传用户：zhangyan820923

【摘要】

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【作者】

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何浏吴洪应沈凤王海忠

【机构】

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五邑大学经济管理学院,广东江门;中山大学管理学院,广东广州五邑大学经济管理学院,广东

【出处】

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香港城市大学,西安交通大学,南卡罗来纳大学

【发表日期】

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2015年4期

【关键词】

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娱乐营销概念界定广告赞助品牌推广

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21世纪是"玩"出来的,娱乐和营销的结合是必然趋势.随着05年湖南卫视"超级女声"的热播,以及与蒙牛合作的巨大成功,"非诚勿扰"、"中国好声音"、"爸爸去哪儿"和"我是歌手"等一大批超级娱乐节目频频登台亮相并被超级追捧,娱乐营销现象引起了全社会的高度关注.本研究旨在总结和借鉴已有国内外相关学术研究成果和分析系列成功案例的基础上,进一步对"娱乐营销"这一新概念进行系统的总结、梳理和规范界定,试图提炼出娱乐营销的基本概念以及其表现形式.本研究实践上可以为企业科学有效地选择恰当的娱乐营销活动进行赞助和品牌形象推广,为名人明星或广告代理公司正确选择并参与合适的娱乐营销活动,提供最佳实践和理论指导.

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娱乐营销基本概念及其表现形式研究

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