【正文】 以“蒙牛超級女聲”為例探析置入式營銷對消費者的影響 摘要 隨著國內外市場的變化和消費者個性化的日益突出、媒體的分化以及信息過載，傳統(tǒng)營銷模式與營銷傳播組織已經不能滿足企業(yè)的市場活動及其目的，對大眾消費的影響也越來越弱。因此，越來越多的新型營銷方式產生，尤其是置入式營銷越來越受到國內外知名企業(yè)和媒介的青睞，已經滲透到電影、電視、網絡、報刊、雜志等各種傳播媒體中，成為營銷的新潮流。 “蒙牛超級女聲”這一大型綜藝節(jié)目，波及了中國許多的大中城市，在國內得到普遍的關注，收視率高，是置入式營銷的一個非常成功的案例 ，在一定程度上代表了置入式營銷在中國的運作方式。但國內關于“蒙牛超級女聲”中的置入式營銷方式對消費者影響方面的研究較少，多數的研究內容集中在宏觀層面的敘述，只有少量關于“蒙牛超級女聲”中的置入式營銷對大眾消費影響的調查，但主要是針對大學生這個群體，本文以我國 15 歲至 69歲的公民作為調查對象，采用文獻分析法、調查問卷法對置入式營銷的產生、運作模式、對消費者的影響程度、產生的問題進行分析，探究置入式營銷對消費者產生的影響以及影響的結果。 本文的文獻分析法主要是借鑒國內外學者的研究成果，探析置入式營銷的基礎理論，并結合針對分析不同年齡階段的 120 名蒙牛超級女聲觀眾的調查問卷，采用實證分析的方法調查被調查者對蒙牛超級女聲中置入式營銷的關注度、對受眾購買意向的影響程度等內容。 關鍵詞 ：置入（植入）式營銷（廣告）；受眾心理；蒙牛超級女聲；產品銷售 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 consumers39。 personality, the media division and information overload, the traditional marketing and marketing munications anizations have been unable to meet enterprises39。 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 weled from domestic and foreign famous enterprises and bee the favor to the medias, and have perated into film, television, Inter, newspapers, magazines and other medias, being the new trend of marketing. Mengniu Super Girl shows that were largescale and spread over many large and mediumsized cities of China had been mon 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 Super Girls Shows impacted on the public consumption, but they were mainly targeted university students as a group. Otherwise 15yearold to 69yearold residents are as targets in this paper, which researched its start , the mode of operation, the extent of the impacting on consumers, the restriction and so on. In this paper, the literature analysis is mainly investigated on the results of research of domestic and foreign scholars, but basically on theories of product placement marketing. The analysis of different ages of the 120 Mengniu Super Girl audience surveys is the empirical analytical methods researched on the attention of the audience of product placement marketing in Mengniu Super Girl show and the purchase intent and so on. Key words:Prouduct Placement Marketing(Product Placement)。 Audience Psychology。 Mengniu Super Girl show。 Product marketing 目錄 1 導論 .................................................................... 1 選題原因 .......................................................... 1 ..................................................... 1 ......................................................... 1 文獻綜述 .......................................................... 1 ......................................................... 1 ......................................................... 3 2 研究方法與創(chuàng)新點 ........................................................ 5 研究目的和意義 .................................................... 5 研究方法 .......................................................... 5 ........................................................... 5 ........................................................... 5 研究創(chuàng)新點 ........................................................ 6 3 置入式營銷的基礎理論 .................................................... 7 置入式營銷的概念 .................................................. 7 置入式營銷的置入模式 .............................................. 7 置入式營銷的特點 .................................................. 8 4 置入式營銷如何影響消費者 ............................................... 10 受眾的概念 ....................................................... 10 消費者如何處理信息－－認知心理過程 ............................... 10 從認知心理角度分析置入式營銷如何影響受眾 ......................... 11 .............................................. 11 的影響 ............................................ 13 5 超女中的置入式營銷對消費者的影響 ....................................... 15 蒙牛超級女聲置入式營銷的關注度統(tǒng)計分析 ........................... 15 蒙牛超級女聲中的置入式營銷對消費者產生的影響 ..................... 16 蒙牛超級女聲的置入式營銷成功的原因 ............................... 17 6 結語 ................................................................... 19 置入式營銷的弊端 ................................................. 19 置入式營銷未來發(fā)展 ............................................... 20 參考文獻 ................................................................ 21 致謝 .................................................................... 22 附錄 ...................................................