基于构建品牌图景的代言人选择模式研究  

Spokesperson Choosing Mode Research based on Brand Picture Building

作　　者：田启涛[1] 

机构地区：[1]河南财经学院工商管理学院,河南郑州450000

出　　处：《河南工程学院学报（社会科学版）》2008年第3期26-29,共4页Journal of Henan University of Engineering(Social Science Edition)

摘　　要：在这个广告泛滥的环境下,品牌代言人因其"名人效应"以及使品牌更加个性化和人性化等特征成为深受企业欢迎的营销传播手段。面对各行各业的众多名人,企业在选择代言人时应该以构建品牌图景(B rand P icture)为导向,以改善营销传播效果为目标,通过代言人和消费者之间的相关性以及代言人和品牌之间的拟合度来改善品牌代言人的传播效果。In the environment of advertising overflow, brand spokesperson, who can make brand individuation and humanness, has become an important means of marketing communication. However, how to choose a suitable spokesperson among many celebrities？ A scientific and standardized decision -making process is aiming at building a brand picture and improving communicate effect, taking the relevance between the brand spokesperson and target consumers, the propriety between brand spokesperson and brand picture as criteria to be used to assess and select the brand spokesperson.

关 键 词：品牌图景 代言人 营销传播 品牌契约 

分 类 号：F713.50[经济管理—市场营销]