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...................