服装品牌代言人营销策略研究
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摘要
整合营销传播时代,单纯的广告宣传已经显得势单力薄了,而借助品牌代言人在更高的层面上,整合企业资源,宣传企业品牌就成了众多商家的选择,尤其是服装企业更是将聘请代言人当作了品牌建设的必修课。
本文在整合营销传播理论基础上,应用符号学,心理学,品牌学等原理对代言人现象进行了疏理,通过案例分析,建立模型,搜集数据等方式针对应用代言人频繁的服装企业,提出该如何更有效地运用代言人宣传企业品牌。并针对当前服装企业应用代言人问题提出了服装企业应用品牌代言人策略,并将代言策略分为前期研究,中期应用代言人,后期评价及更换三个部分,这三部分构成了本论文的主体部分。虽然品牌代言人为企业品牌建设带来了新的突破口,但是随着代言现象的兴起,也随之出现了不少问题,企业应用代言人的风险越来越大,如何应对这些风险,将代言效用发挥到最大,则是本文最后讨论的部分。
At the time of integrated marking communication(IMC),advertising seems too simple to completely propaganda the value of brand, while brand celebrities can achieve it on a higher level and make better use of the corporation resources. So a lot of corporations, especially the fashion companies, take a fancy to choose celebrities to propaganda their brands.
Based on the principles of IMC, semeiology and psychology my paper gives a thorough explanation of the phenomena of celebrity endorsements. Through case- analysis, model- building and data-collections I give a systemic proposition of how to effectively use the celebrity strategies to propaganda the brands of the fashion corporations .I divide the celebrity strategies into three parts, including doing research at the beginning, and then carrying into execution and the last part of appraising the effect of the strategies and the changing of the celebrities when necessary. The three parts are also the main body of my paper.
Though the celebrity strategy gives a bran-new way to build and propaganda the fashion brand, the risk is becoming higher and higher as more and more companies are using the strategy. Then how to deal with the risk and make the celebrity strategy function well is the task of my last part of my paper.
本文在整合营销传播理论基础上,应用符号学,心理学,品牌学等原理对代言人现象进行了疏理,通过案例分析,建立模型,搜集数据等方式针对应用代言人频繁的服装企业,提出该如何更有效地运用代言人宣传企业品牌。并针对当前服装企业应用代言人问题提出了服装企业应用品牌代言人策略,并将代言策略分为前期研究,中期应用代言人,后期评价及更换三个部分,这三部分构成了本论文的主体部分。虽然品牌代言人为企业品牌建设带来了新的突破口,但是随着代言现象的兴起,也随之出现了不少问题,企业应用代言人的风险越来越大,如何应对这些风险,将代言效用发挥到最大,则是本文最后讨论的部分。
At the time of integrated marking communication(IMC),advertising seems too simple to completely propaganda the value of brand, while brand celebrities can achieve it on a higher level and make better use of the corporation resources. So a lot of corporations, especially the fashion companies, take a fancy to choose celebrities to propaganda their brands.
Based on the principles of IMC, semeiology and psychology my paper gives a thorough explanation of the phenomena of celebrity endorsements. Through case- analysis, model- building and data-collections I give a systemic proposition of how to effectively use the celebrity strategies to propaganda the brands of the fashion corporations .I divide the celebrity strategies into three parts, including doing research at the beginning, and then carrying into execution and the last part of appraising the effect of the strategies and the changing of the celebrities when necessary. The three parts are also the main body of my paper.
Though the celebrity strategy gives a bran-new way to build and propaganda the fashion brand, the risk is becoming higher and higher as more and more companies are using the strategy. Then how to deal with the risk and make the celebrity strategy function well is the task of my last part of my paper.
引文
[1]邓东,王浩.药品广告的奥秘[M].广东:广东经济出版社,2004:2-4.
[2]黄合水,雷莉.品牌与广告的实证研究[M].北京:北京大学出版社,2006:47-52.
[3]马谋超,广告心理学与实务[M].北京:中国医药科技出版社,2003:7-9.
[4]余阳明,陈先红.广告策划创意学[M].上海:复旦大学出版社,2003:19-24.
[5]刘志明.广告心理学[M].北京:中国人民大学出版社,2001:70-78.
[6]邓瑞锁.广告媒体策划[M].北京:中国人民大学出版社,2006:34-56.
[7]樊丽丽.趣味广告案例集锦[M].北京:中国经济出版社,2005:23-90.
[8]王军元.广告语言[M].北京:汉语大辞典出版社,2005:78-80.
[9]廖道政.广告传播技巧研究[M].北京:国防科技大学出版社,2002:164-166.
[10]钟以谦.媒体与广告[M].北京:中国人民大学出版社,2001:233-450.
[11]舒咏平.广告传播学[M].武汉:武汉大学出版社,2006:16-67.
[12]菲利普·科特勒.营销管理[M].上海:上海人民出版社,2007:304-372.
[13]张雷.注意力经济学[M].浙江:浙江大学出版社,2002:28-34.
[14]岳心怡.注意力行销[M].汕头:汕头大学出版社,2005:45-312.
[15]舒尔茨.整合营销传播[M].北京:中国财政经济出版社,2005:11-340.
[16]许之敏.世界著名广告作品分析[M].北京:经济科学出版社,2001:1-330.
[17]樊志育.广告效果测定技术[M].上海:上海人民出版社,2000:40-90.
[18]邵培仁.传播学[M].北京:高等教育出版社,2004:23-45.
[19]周云.品牌学——原理与实务[M].北京:清华大学出版社,2008:1-345.
[20]张红明.品牌人格化[M].合肥:华中科技大学出版社,2006:20-68.
[21]熊素芳.营销心理学[M].北京:北京理工大学,2006:34-89.
[22]宁俊.服装品牌企划实务[M].北京:中国纺织出版社,2007:2-134.
[23]雅克朗德维.广告经典[M].北京:中国人民大学出版社,2006:32-56.
[24]周帆.服装服饰营销方案与公文实战范本[M].北京:中国纺织出版社,2006:21-78.
[25]刘晓刚,李峻.品牌服装运作[M].上海:东华大学出版社,2007:2-28.
[26]张广玲,廖以臣.广告与整合营销传播原理[M].北京:机械工业出版社,2006:2-16.
[27]林之达.传播心理学新探[M].北京:北京大学出版社,2004:10.
[28]邵培仁.传播学[M].北京:高等教育出版社,2002:128-132.
[29]刘涛.服饰广告的奥秘[M].广东:广东经济出版社.2004:24-31.
[30]余明阳,朱纪达,肖俊淞.品牌传播学[M].上海:上海交通大学出版社,2005:78.
[31]陈伟民,温平则.服饰营销学[M].北京:中国轻工业出版社,2004:4.
[32]赵平.服装营销学[M].北京:中国纺织出版社,2005:102-116.
[33]陈伟民,温平则.服饰营销学[M].北京:中国轻工业出版社,2004:67.
[34]刘永炬,陈相君.媒体组合[M].北京:企业管理出版社,1999:90-321.
[35]吕建红,陈毅文.形象代言人与品牌塑造[J].北京:现代广告,1999:12.
[36]范云峰.形象代言人的形象问题[J].北京:中国商贸,2002:3.
[37] Ghanian.The Impact of Celebrity Spokespersons Perceived Image on Consumers' Intention to Purchase[J].Journal of Advertising Research 31,1991:46- 54.
[38] Hovland,Carl,Weiss W.The influence of source credibility on communication effectiveness[J].Public Opinion Quarterly ,1952:635- 650.
[39] Ronald E Goldsmith,Barbara A Lafferty,Stephen J Newell.The impact of corporate credibility and celebrity credibilityon consumer reaction to advertisement and brand[J].Journal ofAdvertising,2003:43- 54.
[40] Kahle,Lynn R,Pamela M H..Physical Attractiveness ofthe celebrity endorser a social adaptation perspective[J].Journalof Consumer Research 1985:954- 961.
[41] Simons, Berkowitz&Moyer.Similarity, Credibility, andAttitude Change: A Review andTheory[J].Psychological Bul-letin 1970:1-16.
[42] Abhilasha Mehta.Celebrities In Advertising Creativity[J].Thousand Sage Publications,1999:193.
[43] Grant McCracken.Cultural Foundations of the Endorsement Process[J].journal of Consumer Research,1989:310- 321.
[44] Brain D Till.Using Celebrity Endorsers Effectively:Lessons from Associative Learning[J].Journal of Product&Brand Management,1998:400-409.
[2]黄合水,雷莉.品牌与广告的实证研究[M].北京:北京大学出版社,2006:47-52.
[3]马谋超,广告心理学与实务[M].北京:中国医药科技出版社,2003:7-9.
[4]余阳明,陈先红.广告策划创意学[M].上海:复旦大学出版社,2003:19-24.
[5]刘志明.广告心理学[M].北京:中国人民大学出版社,2001:70-78.
[6]邓瑞锁.广告媒体策划[M].北京:中国人民大学出版社,2006:34-56.
[7]樊丽丽.趣味广告案例集锦[M].北京:中国经济出版社,2005:23-90.
[8]王军元.广告语言[M].北京:汉语大辞典出版社,2005:78-80.
[9]廖道政.广告传播技巧研究[M].北京:国防科技大学出版社,2002:164-166.
[10]钟以谦.媒体与广告[M].北京:中国人民大学出版社,2001:233-450.
[11]舒咏平.广告传播学[M].武汉:武汉大学出版社,2006:16-67.
[12]菲利普·科特勒.营销管理[M].上海:上海人民出版社,2007:304-372.
[13]张雷.注意力经济学[M].浙江:浙江大学出版社,2002:28-34.
[14]岳心怡.注意力行销[M].汕头:汕头大学出版社,2005:45-312.
[15]舒尔茨.整合营销传播[M].北京:中国财政经济出版社,2005:11-340.
[16]许之敏.世界著名广告作品分析[M].北京:经济科学出版社,2001:1-330.
[17]樊志育.广告效果测定技术[M].上海:上海人民出版社,2000:40-90.
[18]邵培仁.传播学[M].北京:高等教育出版社,2004:23-45.
[19]周云.品牌学——原理与实务[M].北京:清华大学出版社,2008:1-345.
[20]张红明.品牌人格化[M].合肥:华中科技大学出版社,2006:20-68.
[21]熊素芳.营销心理学[M].北京:北京理工大学,2006:34-89.
[22]宁俊.服装品牌企划实务[M].北京:中国纺织出版社,2007:2-134.
[23]雅克朗德维.广告经典[M].北京:中国人民大学出版社,2006:32-56.
[24]周帆.服装服饰营销方案与公文实战范本[M].北京:中国纺织出版社,2006:21-78.
[25]刘晓刚,李峻.品牌服装运作[M].上海:东华大学出版社,2007:2-28.
[26]张广玲,廖以臣.广告与整合营销传播原理[M].北京:机械工业出版社,2006:2-16.
[27]林之达.传播心理学新探[M].北京:北京大学出版社,2004:10.
[28]邵培仁.传播学[M].北京:高等教育出版社,2002:128-132.
[29]刘涛.服饰广告的奥秘[M].广东:广东经济出版社.2004:24-31.
[30]余明阳,朱纪达,肖俊淞.品牌传播学[M].上海:上海交通大学出版社,2005:78.
[31]陈伟民,温平则.服饰营销学[M].北京:中国轻工业出版社,2004:4.
[32]赵平.服装营销学[M].北京:中国纺织出版社,2005:102-116.
[33]陈伟民,温平则.服饰营销学[M].北京:中国轻工业出版社,2004:67.
[34]刘永炬,陈相君.媒体组合[M].北京:企业管理出版社,1999:90-321.
[35]吕建红,陈毅文.形象代言人与品牌塑造[J].北京:现代广告,1999:12.
[36]范云峰.形象代言人的形象问题[J].北京:中国商贸,2002:3.
[37] Ghanian.The Impact of Celebrity Spokespersons Perceived Image on Consumers' Intention to Purchase[J].Journal of Advertising Research 31,1991:46- 54.
[38] Hovland,Carl,Weiss W.The influence of source credibility on communication effectiveness[J].Public Opinion Quarterly ,1952:635- 650.
[39] Ronald E Goldsmith,Barbara A Lafferty,Stephen J Newell.The impact of corporate credibility and celebrity credibilityon consumer reaction to advertisement and brand[J].Journal ofAdvertising,2003:43- 54.
[40] Kahle,Lynn R,Pamela M H..Physical Attractiveness ofthe celebrity endorser a social adaptation perspective[J].Journalof Consumer Research 1985:954- 961.
[41] Simons, Berkowitz&Moyer.Similarity, Credibility, andAttitude Change: A Review andTheory[J].Psychological Bul-letin 1970:1-16.
[42] Abhilasha Mehta.Celebrities In Advertising Creativity[J].Thousand Sage Publications,1999:193.
[43] Grant McCracken.Cultural Foundations of the Endorsement Process[J].journal of Consumer Research,1989:310- 321.
[44] Brain D Till.Using Celebrity Endorsers Effectively:Lessons from Associative Learning[J].Journal of Product&Brand Management,1998:400-409.