以蒙牛超级女声为例探析置入式营销对消费者的影响毕设论文.doc

以“蒙牛超级女声”为例探析置入式营销对消费者的影响 摘要 随着国内外市场的变化和消费者个性化的日益突出、媒体的分化以及信息过载，传统营销模式与营销传播组织已经不能满足企业的市场活动及其目的，对大众消费的影响也越来越弱。因此，越来越多的新型营销方式产生，尤其是置入式营销越来越受到国内外知名企业和媒介的青睐，已经渗透到电影、电视、网络、报刊、杂志等各种传播媒体中，成为营销的新潮流。 “蒙牛超级女声”这一大型综艺节目，波及了中国许多的大中城市，在国内得到普遍的关注，收视率高，是置入式营销的一个非常成功的案例，在一定程度上代表了置入式营销在中国的运作方式。但国内关于“蒙牛超级女声”中的置入式营销方式对消费者影响方面的研究较少，多数的研究内容集中在宏观层面的叙述，只有少量关于“蒙牛超级女声”中的置入式营销对???众消费影响的调查，但主要是针对大学生这个群体，本文以我国15岁至69岁的公民作为调查对象，采用文献分析法、调查问卷法对置入式营销的产生、运作模式、对消费者的影响程度、产生的问题进行分析，探究置入式营销对消费者产生的影响以及影响的结果。 本文的文献分析法主要是借鉴国内外学者的研究成果，探析置入式营销的基础理论，并结合针对分析不同年龄阶段的120名蒙牛超级女声观众的调查问卷，采用实证分析的方法调查被调查者对蒙牛超级女声中置入式营销的关注度、对受众购买意向的影响程度等内容。 关键词：置入（植入）式营销（广告）；受众心理；蒙牛超级女声；产品销售 Researching the Impact on Consumers by Product Placement Marketing As an Example of Mengniu Super Girls Show Abstract With the changes in domestic and foreign markets, increasing prominence of consumers personality, the media division and information overload, the traditional marketing and marketing communications organizations have been unable to meet enterprises market activities and purpose, and weaken the impact on public consumption. Therefore, more and more new ways of marketing have appeared. Particularly the product placement marketing has been welcomed from domestic and foreign famous enterprises and become the favor to the medias, and have penetrated into film, television, Internet, newspapers, magazines and other medias, becoming the new trend of marketing. Mengniu Super Girl shows that were large-scale and spread over many large and medium-sized cities of China had been common concerned, were very successful examples of product placement marketing. To a certain extent, they represent the operated mode of product placement marketing in China. But in our country there is less research about the impact of the product placement marketing on Mengniu Super Girls Show,domestic research is mainly focused on the narrative of the macroscopical aspects. There were only a small amount of investigations that product placement marketing in Mengniu