角色营销浅谈

字数:18639.页数:28  ^文档编号:YX004

摘要
角色营销，是依托创造性的角色来进行的营销推广，是一种把人们想体验某种社会和心理角色形象的欲望和意识作为一种市场动力来塑造企业品牌形象，并以此引导和创造市场消费行为的新型营销方式。这种拟人化了的、角色化了的品牌形象使消费者从心理、文化和社会感情上产生亲切感和敬重感，而成为这一品牌的主动消费者。
电影或电视只是激发角色营销成长的媒介，让产品延伸、延续，使得业绩成倍增长，才是更重要的课题。主题公园与特许经营商店是就是角色营销的主渠道。
作为一种营销手段，角色营销也有其在使用上的注意点。首先，要抓好被角色化了的产品质量。一旦被授权者在经营中出现问题，那么，毁掉的不仅仅是一间连锁店，而将是整个企业辛辛苦苦培育起来的品牌。其次，角色营销有其基本元素，即故事性、剧本、世界观、性格。运用到产品中的角色要与影视作品中的形象保持一致。最后，不能忽视品牌后期维护工作。角色形象有很强的时效性、讲究新鲜度，所以在后期对品牌的维护就是重新唤起消费者对角色形象的记忆。
角色营销在中国尚处于萌芽阶段，角色与企业的结合为数不多。很大一部分原因是我国影视文化还只是处于起步、探索的初级阶段，并且影视的产业政策和法律法规也还不完善。当前影视要加快产业化转变步伐，以强化影视创作为基础和核心，多渠道、多层次、多品种开发影视产品，全面搞活市场，形成综合效益。
角色营销的未来发展大致可分为两大趋势：其一，反其道而行，不是先有角色再创造产品，而是为产品量身定做一个角色。其二，让产品在影片或电视剧中露“脸”，厂商以赞助的形式使影片或电视剧的热销带动产品的热销。希望在不久的将来，角色营销在我国能够得到更广阔的发展，产业与文化之间互相促进。

Abstract
Character marketing is literally a marketing promotion by creative character. It establishes a brand of a company on the basis that people want to experience some social and internal desire or thought, so it will bring into a new way of marketing to lead the customers’ behaviors. The character brand will let the customers close to the products from their minds; culture and society and then they will be active customers to buy such products.
Films and televisions are only media arousing character marketing to develop. How to make the products be sold well is the most important theme. Paradise and franchising are the two main channels to sell the character products.
As a way of marketing, character marketing also has something to notice. First, the quality of products should be paid much attention. If there is something wrong in the franchise, the franchise as well as the brand that has grown uneasily will break down. Second, character marketing has its own basic essentials: story, drama, thoughts of the world and nature. The image of character on products should be the same as that in the film or television. Third, the character brand needs protecting and refreshing. The image of character is particular about time. Faster the character products show up after the film, more easily they are remembered by customers. So protecting and refreshing the brand is an important way to keep the brand long time in customers’ memory.
Character marketing is new in China and the combination of character and company is uncommon. The important reason is that our culture of films and televisions is on the primary stage, exploring for development. The policies and laws of films and televisions are not perfect. Now films and televisions should be strengthened to develop their derivative products in more channels, more ways and more varieties.
The way of development of character marketing is roughly divided into two parts. One way is to create a suitable image of character for the product. The products were produced after the image created in films or televisions before. Now we can produce a product first, and then make an image of character to match with the product. The other way is to let the product show up in a film or television, making the product be known along with the film or television. It is hoped that in the near future character marketing will develop further and promote the communication with company and culture.
关键词：角色营销  衍生产品  影视文化  文化产业  卡通

摘要   1
Abstract   2
绪论  3
第一章 角色营销的概念  4
第二章 角色营销的经营主渠道  7
第三章 角色营销的成功要点  10
第四章 角色营销在中国的发展    13
第五章 角色营销的未来   16
总结    20
致谢  23
参考文献    24

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