卖萌营销艺术初探分析研究 市场营销专业VIP免费

卖萌营销艺术初探摘要“”“”“”文化的流行以及发展趋势是时代改革的结果。洪荒之力、傅园慧、熊本熊……这些萌词似乎一夜之间流行于大街小巷之间，萌文化正在悄无声息地广泛渗透到人们的社会生活之中。经济决定了文化，文化影响着经济，因此萌文化的出现也带动了一系列的萌经济，从1911年的GoodHousekeeping在品牌上画上雨伞女孩、1928年的婴儿食品的Gerber形象到现在的小黄人、HelloKitty、熊本熊，从之前萌的“”附属产品到现在的萌经济帝国，萌营销正在发生质的变化。本文从分析不同公司的卖萌营销的案例出发，深度剖析不同公司卖萌营销的成功与失败的原因，卖萌营销的“”影响能力以及背后的陷阱，据此提出通过萌进行营销的建议以及注意点，有利于之后的一些企业能够成功卖萌。关键词：萌营销；大众文化；萌陷阱；品牌年轻化ExploringthecutewayofthemarketingartisticallyAbstractThetendencyofthecultureistheoutcomeofthesocialreform.“prehistoricpowers””、Fuyuanhui”“、Kumamon”……Thesecutewordswerepopulararoundeveryfamilyovernightseemingly,cutecultureareinfiltratingtothelifeofpeoplequietly.Theeconomydecidesculture,andcultureinfluentseconomy,sotheappearingoftheculturealsobringtheeconomyofthecute.From1991,GoodHousekeepingdrewagirlwithaumbrellaonthegoodsto1928,thefoodofbabiesusedGerber,frommakingthecutethingsattachtothegoodstoabigkingdomaboutcutes,thiswayofthemarketingischanginginessence.Thisarticleanalysisthecasesofdifferentcompany、thecausesofsuccessanddefeatandthepowerofinfluenceofthewayofmarketing,thenthisarticlewillgivesomeadvancesaboutitwhichwillbegoodforsomecompaniessell“cute”successfully.KeyWords:popularculture;brandrejuvenation;thesnare目录摘要........................................................................................................................................1Abstract...................................................................................................................................2目录........................................................................................................................................3引言..........................................................................................................................................4一卖萌营销概述....................................................................................................................5（一）卖萌营销的发展过程...........................................................................................5（二）卖萌营销的类型...................................................................................................9（三）卖萌营销的优势...................................................................................................9二企业案例分析...................................................................................................................12（一）三只松鼠企业案例分析.....................................................................................12（二）熊本熊案例分析.................................................................................................15三开展卖萌营销的流程.......................................................................................................19（一）合理定位，对症下药.........................................................................................19（二）抓住萌点，塑造品牌形象.................................................................................19（三）多渠道宣传，提高曝光率...................