【正文】 以“蒙牛超級(jí)女聲”為例探析置入式營銷對(duì)消費(fèi)者的影響 摘要 隨著國內(nèi)外市場(chǎng)的變化和消費(fèi)者個(gè)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(jīng)不能滿足企業(yè)的市場(chǎng)活動(dòng)及其目的，對(duì)大眾消費(fèi)的影響也越來越弱。因此，越來越多的新型營銷方式產(chǎn)生，尤其是置入式營銷越來越受到國內(nèi)外知名企業(yè)和媒介的青睞，已經(jīng)滲透到電影、電視、網(wǎng)絡(luò)、報(bào)刊、雜志等各種傳播媒體中，成為營銷的新潮流。 “蒙牛超級(jí)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(nèi)得到普遍的關(guān)注，收視率高，是置入式營銷的一個(gè)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(yùn)作方式。但國內(nèi)關(guān)于“蒙牛超級(jí)女聲”中的置入式營銷方式對(duì)消費(fèi)者影響方面的研究較少，多數(shù)的研究?jī)?nèi)容集中在宏觀層面的敘述，只有少量關(guān)于“蒙牛超級(jí)女聲”中的置入式營銷對(duì)大眾消費(fèi)影響的調(diào)查，但主要是針對(duì)大學(xué)生這個(gè)群體，本文以我國 15 歲至 69歲的公民作為調(diào)查對(duì)象，采用文獻(xiàn)分析法、調(diào)查問卷法對(duì)置入式營銷的產(chǎn)生、運(yùn)作模式、對(duì)消費(fèi)者的影響程度、產(chǎn)生的問題進(jìn)行分析，探究置入式營銷對(duì)消費(fèi)者產(chǎn)生的影響以及影響的結(jié)果。 本文的文獻(xiàn)分析法主要是借鑒國內(nèi)外學(xué)者的研究成果，探析置入式營銷的基礎(chǔ)理論，并結(jié)合針對(duì)分析不同年齡階段的 120 名蒙牛超級(jí)女聲觀眾的調(diào)查問卷，采用實(shí)證分析的方法調(diào)查被調(diào)查者對(duì)蒙牛超級(jí)女聲中置入式營銷的關(guān)注度、對(duì)受眾購買意向的影響程度等內(nèi)容。 關(guān)鍵詞 ：置入（植入）式營銷（廣告）；受眾心理；蒙牛超級(jí)女聲；產(chǎn)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(dǎo)論 .................................................................... 1 選題原因 .......................................................... 1 ..................................................... 1 ......................................................... 1 文獻(xiàn)綜述 .......................................................... 1 ......................................................... 1 ......................................................... 3 2 研究方法與創(chuàng)新點(diǎn) ........................................................ 5 研究目的和意義 .................................................... 5 研究方法 .......................................................... 5 ........................................................... 5 ........................................................... 5 研究創(chuàng)新點(diǎn) ........................................................ 6 3 置入式營銷的基礎(chǔ)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(diǎn) .................................................. 8 4 置入式營銷如何影響消費(fèi)者 ............................................... 10 受眾的概念 ....................................................... 10 消費(fèi)者如何處理信息－－認(rèn)知心理過程 ............................... 10 從認(rèn)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(duì)消費(fèi)者的影響 ....................................... 15 蒙牛超級(jí)女聲置入式營銷的關(guān)注度統(tǒng)計(jì)分析 ........................... 15 蒙牛超級(jí)女聲中的置入式營銷對(duì)消費(fèi)者產(chǎn)生的影響 ..................... 16 蒙牛超級(jí)女聲的置入式營銷成功的原因 ............................... 17 6 結(jié)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(xiàn) ................................................................ 21 致謝 .................................................................... 22 附錄 ...................................................