角色營銷淺談

市場營銷論文編號:YX004 字數:18639.頁數:28 

摘要   1
Abstract   2
緒論  3
第一章 角色營銷的概念  4
第二章 角色營銷的經營主渠道  7
第三章 角色營銷的成功要點  10
第四章 角色營銷在中國的發展    13
第五章 角色營銷的未來   16
總結    20
致謝  23
參考文獻    24

摘要
角色營銷，是依托創造性的角色來進行的營銷推廣，是一種把人們想體驗某種社會和心理角色形象的欲望和意識作為一種市場動力來塑造企業品牌形象，并以此引導和創造市場消費行為的新型營銷方式。這種擬人化了的、角色化了的品牌形象使消費者從心理、文化和社會感情上產生親切感和敬重感，而成為這一品牌的主動消費者。
電影或電視只是激發角色營銷成長的媒介，讓產品延伸、延續，使得業績成倍增長，才是更重要的課題。主題公園與特許經營商店是就是角色營銷的主渠道。
作為一種營銷手段，角色營銷也有其在使用上的注意點。首先，要抓好被角色化了的產品質量。一旦被授權者在經營中出現問題，那么，毀掉的不僅僅是一間連鎖店，而將是整個企業辛辛苦苦培育起來的品牌。其次，角色營銷有其基本元素，即故事性、劇本、世界觀、性格。運用到產品中的角色要與影視作品中的形象保持一致。最后，不能忽視品牌后期維護工作。角色形象有很強的時效性、講究新鮮度，所以在后期對品牌的維護就是重新喚起消費者對角色形象的記憶。
角色營銷在中國尚處于萌芽階段，角色與企業的結合為數不多。很大一部分原因是我國影視文化還只是處于起步、探索的初級階段，并且影視的產業政策和法律法規也還不完善。當前影視要加快產業化轉變步伐，以強化影視創作為基礎和核心，多渠道、多層次、多品種開發影視產品，全面搞活市場，形成綜合效益。
角色營銷的未來發展大致可分為兩大趨勢：其一，反其道而行，不是先有角色再創造產品，而是為產品量身定做一個角色。其二，讓產品在影片或電視劇中露“臉”，廠商以贊助的形式使影片或電視劇的熱銷帶動產品的熱銷。希望在不久的將來，角色營銷在我國能夠得到更廣闊的發展，產業與文化之間互相促進。

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.
關鍵詞：角色營銷  衍生產品  影視文化  文化產業  卡通