毕业论文 名人代言广告策略的研究——以李宁品牌为例看中国体育品牌突围.doc
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毕业论文 名人代言广告策略的研究——以李宁品牌为例看中国体育品牌突围,内容摘要： 现代社会情形下，企业竞争压力逐渐增大，企业会选择各种营销和宣传手段来促进产品的销量和企业的知名度。广告显而易见的就成了他们理想的选择，而策略广告在广告的整体运作中占有极其重要的地位。名人代言广告策略就是策略广告中表现性策略广告的一种，在策略广告中具有天然的优势。名人代言广告策略，用名人作为广告代言人，借助名...
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内容摘要：
现代社会情形下，企业竞争压力逐渐增大，企业会选择各种营销和宣传手段来促进产品的销量和企业的知名度。广告显而易见的就成了他们理想的选择，而策略广告在广告的整体运作中占有极其重要的地位。名人代言广告策略就是策略广告中表现性策略广告的一种，在策略广告中具有天然的优势。名人代言广告策略，用名人作为广告代言人，借助名人在消费者心目中的知名度和影响力，借助广大受众对名人的信任、偏爱和崇拜等心态，来宣传产品，以此来收到良好的广告效果。产品可以迅速提高知名度，扩大品牌的影响力，提高产品的销量。随着我国市场经济的迅速发展，企业间竞争的加剧，名人代言广告越来越普遍。短短二十来年，已占据广告市场的一半以上。在体育品牌中，名人代言广告策略也更显一般，是一些品牌迅速的走在了行业的前沿。然而，这样背后却也隐藏着危机。本文通过对李宁品牌名人代言广告的历史、现状及前景进行了分析，来看中国体育品牌存在的问题，并提出了具体的解决办法。
关键词：名人代言广告、体育品牌、名人、广告主题、李宁品牌
Content abstract:
Modern social circumstances, enterprise competitive pressure increase gradually, the enterprise can select different marketing and publicity means to promote the product sales and enterprise's popularity. Advertising obvious became them ideal choice, and the overall advertising in advertising strategy during the operation of the utmost importance. Celebrity speak advertising strategy is strategy performance strategies of advertising, advertising in strategy has natural advantage advertising. Celebrity speak advertising strategy, with celebrity, with the help of celebrity advertising spokesperson in consumer idea of the fame and influence of celebrity, with the help of a wide audience of trust, preferences and worship, the mentality, to publicize products, in order to receive the good advertising effectiveness. Products can be quickly to raise awareness, expand brand influence, improve product sales. With the rapid development of market economy in China, between enterprise competition intensifies, celebrity speak ads more and more common. Within 20 years, already occupied more than half of the advertising market. In sports brand, celebrity speak advertising strategy is also more show general, is some brand quickly to leave in the forefront of the industry. However, such hidden behind but also of crisis. This article through to li ning brand celebrity speak ads on the history, current situation and future is analyzed, and come to China sports brand existing problems, and puts forward specific solutions.
Keywords:Celebrity speak ads、Sports brand、celebrity、Advertising theme、Li ning
现代社会情形下，企业竞争压力逐渐增大，企业会选择各种营销和宣传手段来促进产品的销量和企业的知名度。广告显而易见的就成了他们理想的选择，而策略广告在广告的整体运作中占有极其重要的地位。名人代言广告策略就是策略广告中表现性策略广告的一种，在策略广告中具有天然的优势。名人代言广告策略，用名人作为广告代言人，借助名人在消费者心目中的知名度和影响力，借助广大受众对名人的信任、偏爱和崇拜等心态，来宣传产品，以此来收到良好的广告效果。产品可以迅速提高知名度，扩大品牌的影响力，提高产品的销量。随着我国市场经济的迅速发展，企业间竞争的加剧，名人代言广告越来越普遍。短短二十来年，已占据广告市场的一半以上。在体育品牌中，名人代言广告策略也更显一般，是一些品牌迅速的走在了行业的前沿。然而，这样背后却也隐藏着危机。本文通过对李宁品牌名人代言广告的历史、现状及前景进行了分析，来看中国体育品牌存在的问题，并提出了具体的解决办法。
关键词：名人代言广告、体育品牌、名人、广告主题、李宁品牌
Content abstract:
Modern social circumstances, enterprise competitive pressure increase gradually, the enterprise can select different marketing and publicity means to promote the product sales and enterprise's popularity. Advertising obvious became them ideal choice, and the overall advertising in advertising strategy during the operation of the utmost importance. Celebrity speak advertising strategy is strategy performance strategies of advertising, advertising in strategy has natural advantage advertising. Celebrity speak advertising strategy, with celebrity, with the help of celebrity advertising spokesperson in consumer idea of the fame and influence of celebrity, with the help of a wide audience of trust, preferences and worship, the mentality, to publicize products, in order to receive the good advertising effectiveness. Products can be quickly to raise awareness, expand brand influence, improve product sales. With the rapid development of market economy in China, between enterprise competition intensifies, celebrity speak ads more and more common. Within 20 years, already occupied more than half of the advertising market. In sports brand, celebrity speak advertising strategy is also more show general, is some brand quickly to leave in the forefront of the industry. However, such hidden behind but also of crisis. This article through to li ning brand celebrity speak ads on the history, current situation and future is analyzed, and come to China sports brand existing problems, and puts forward specific solutions.
Keywords:Celebrity speak ads、Sports brand、celebrity、Advertising theme、Li ning
