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搭上热门综艺节目,已经成为快消企业实现飞速增长的终南捷径,代价则是越来越高的赞助费。日前,立白洗衣液以1.5亿元冠名湖南卫视的《我是歌手》,在此之前,加多宝以2亿元拿下了《中国好声音》第二季冠名权,但这两家企业都不算是最舍得花钱的:去年年底,汇源以3.3999亿元的惊人价压倒众多对手,获得央视《星光大道》2013年的独家冠名权——中标额几乎是汇源上半年营业收入16.9亿元的20%。值吗?这是很多人看到天文数字般的赞助金额后都会冒出来的念头。不过,纵观近年来快消品牌牵手热门综艺节目的历史,结果往往是双赢。最早尝到甜头的,是蒙牛和湖南卫视。2005年,蒙牛酸酸乳冠名一档全新的综艺节目《超级女声》,花费是1400万元——这点钱甚至都没惊动牛根生,却收获了惊人的25亿元销售额。即使之后几年赞助金额翻了
To catch popular variety shows, fast-canceling enterprises have become the ultimate shortcut to rapid growth, the price is higher and higher sponsorship fee. Recently, Li Bai laundry detergent to 150 million yuan named Hunan Satellite TV, “I am a singer,” Prior to this, plus JDB for 200 million yuan won the “China Good Voice” second quarter naming rights, but the two companies Are not the most willing to spend money: the end of last year, Huiyuan 33,900,000,000 yuan alarming price overwhelmed many opponents, CCTV “Avenue of Stars” in 2013 the exclusive naming rights - the successful bidder is almost the first half of Huiyuan revenue 1.69 billion yuan 20%. Value? This is a lot of people will see the idea of the amount of astronomical sponsorship will emerge. However, taking a general view of the history of popular variety shows held by fast consumer brands in recent years, the result is often a win-win situation. The first taste of sweetness is Mengniu and Hunan Satellite TV. In 2005, Mengniu Yogurt named a new variety show “super girl”, spend 14 million yuan - this money did not even shock Niu Gensheng, but harvest an alarming 2.5 billion sales. Even after a few years the amount of sponsorship turned up