I植入式营销对东鹏特饮品牌形象建设的影响分析内 容 摘 要21 世纪，产品同质化严重，品牌才是制胜的法宝。随着植入式营销的普及和企业对品牌管理越来越重视，这种通过电视、广播、电影、网络游戏等媒介中加入视听觉效果，使产品或标志物情景再现，以加深消费者印象的营销手段如若被合理运用，将会对企业品牌形象建设带来积极影响。企业间竞争越来越注重各自品牌之间的角逐，消费者的品牌意识逐步增强，一个企业如果能有效传达并树立个性鲜明的品牌形象，能够为该品牌在市场上赢得更多的商业机会，同时巩固自身在消费者心中的地位，助力企业持续发展，亦为其创造更可观的利益。本文通过研究植入式营销的背景、概念、特点及其运作模式，明确植入式营销的价值，结合品牌形象建设的相关理论，得出理论上植入式营销是如何产生对品牌形象建设的影响，接着结合东鹏特饮植入式营销案例分析，并通过调查消费者对企业的感知，分析出现这种情况的原因，了解植入式营销影响建设良好品牌形象的因素，提出如何向消费者传达准确的产品信息，如何使得品牌的植入更有内涵和深度，使自己的产品区别于竞争者产品，从而达到树立品牌、实现销售收入的目的。关键词：植入式营销；东鹏特饮；品牌形象A Study about the Influence of Product Placement on the Brand Image Building of Eastroc Super DrinkIIAbstractIn the 21st century, the problem of product homogeneity is serious and a proper brand management is the path to success. With the popularity of implantable marketing and the increasing importance of brand management, this kind of marketing means, which can add audio-visual effects to TV, radio, film, online games and other media, reproduce the product or logo scene to deepen the impression of consumers.If rational use,will bring positive influence to the enterprise brand image building.The competition between the enterprises pay more and more attention to the competition between brands and the brand awareness of consumers is gradually enhanced. If an enterprise can effectively convey and establish a distinctive brand image, it can win more oppo...
