企业品牌形象代言人的选择策略分析  

Selection Strategy of Brand Spokesman of the Enterprise

作　　者：喻艳莉[1] 

机构地区：[1]平顶山工业职业技术学院,平顶山467000

出　　处：《价值工程》2014年第36期315-316,共2页Value Engineering

摘　　要：品牌代言作为一种重要的营销手段,被广泛应用至品牌营销中。科学地选择形象代言人可以使产品赢得消费者的认同和喜爱。反之,则会出现成本高昂、创意匮乏、定位不准确等问题。本文主要研究了企业品牌形象代言人的选择策略,并提出了自己的看法。As an important marketing tool, brand spokesman is widely used to brand marketing. Scientific selection of spokesperson can make the products to win consumer＆#39; acceptance and love. Otherwise, it appears problems of high cost, lack of creativity and inaccurate positioning and so on. This paper studies the selection strategy of brand spokesman of enterprise, and puts forward the own views.

关 键 词：形象代言人 品牌形象 受众群体 

分 类 号：G206[文化科学—传播学]