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每到岁末,圣诞、元旦、春节期间是各大厂商产品促销、品牌推广的一个好时机,而这段时间也总是排满了各种贺岁片,大制作影片。因而企业与电影公司的合作,产品与影片的联姻就成为这段时间品牌营销的一个热点,从冯小刚的《天下无贼》到周星驰的《功夫》,越来越多的企业认识到热门电影带来的独特价值,贴片广告、首映式赞助、剧情植入等等,不同的品牌以不同的方式参与到其中。但实际上,参与其中的企业收获却可能大有不同,企业首先要考量的应该是到底适不适合自己的品牌特质。
Every year end of the year, Christmas, New Year’s Day, during the Spring Festival is the major manufacturers product promotion, branding a good time, but this time is always filled with a variety of New Year films, large production of films. Therefore, the cooperation between the company and the film company, the marriage of the product and the film became a hot spot of brand marketing during this period. From Feng Xiaogang’s A World Without Thieves to Stephen Chow’s Kung Fu, more and more enterprises realized that the popular movie band Comes with unique value, patch ads, premiere sponsorships, storyboarding, etc. Different brands are involved in different ways. However, in fact, the participation of the business may be very different harvest, companies should first be considered in the end is not suitable for their own brand identity.