基于营销策划中的环境媒体创新应用——以“重返经典”策划案为例  

Environmental Media Innovation Application Based on Marketing Planning——Take the Case of “Return to the Classic” as an example

作　　者：胡旭端 郑宁[1] Hu Xu-duan;Zheng Ning(Hunan University of Arts and Science,Changde,Hunan,415000)

机构地区：[1]湖南文理学院艺术学院

出　　处：《湖南包装》2019年第4期43-47,共5页

基　　金：2018年全国大学生创新训练项目(编号:201810549008)

摘　　要：通过对国内外环境媒体广告的研究,从不同角度提出环境媒体应用的独到见解,在营销策划的实施过程中,将环境媒体广告加以创新应用,通过对娃哈哈大红枣枸杞&芒果酸奶产品提升方案“重返经典”制作过程的阐述,总结“品牌与人”“环境与人”之间的创新应用法则,创造“环境创意+多重互动体验+最大化传播”推广理念。运用心理学、传播学等原理,对环境媒体中的媒体形式、受众体验进行创新,以最低的成本,最独特的方式,将品牌进行最大化传播。Through the research on environmental media advertisements at home and abroad,this paper puts forward the unique insights of environmental media applications from different angles.In the implementation process of marketing planning,the environmental media advertisements are applied innovatively through the promotion program of Wahaha Red Jujube&Mango Yogurt Products.The elaboration of the production process of"returning to the classics"summarizes the innovative application principles between"people and people"and"people and the environment",and creates the promotion concept of"environmental creativity plus multiple interactive experiences plus maximizing communication".Using the principles of psychology and communication,we will innovate the media form and audience experience in environmental media,and maximize the brand in the lowest cost and most unique way.

关 键 词：环境媒体 创新 营销策划 传播学 心理学 

分 类 号：F27[经济管理—企业管理]