Endorsers Marketing Strategy Research

Advertisement spokesperson strategy is a marketing activity that advertises enterprises through a special method of propaganda. The application of advertisement spokesperson helps enterprises build up their reputation fairly rapidly. It also helps enterprises make good relationships with customers and give them reasonable motives to make purchase to achieve its goal. Therefore, it is very necessary to continue research in advertisement spokesperson activity.This article did extensive research on application of advertisement spokesperson as a method in enterprise marketing and came to the conclusion that it plays an active and important role in the whole business of enterprise marketing. Through the analysis of existing examples of advertisement spokesperson, this article summarized that advertisement spokesperson comprised of several types such as celebrities, enterprise leaders, virtual representatives, etc. This article also revealed major problems in representing strategies. These include non-accuracy in market positioning which leads to inappropriate choice of representatives; branding expansion; issue of integrity; confusion between models and representatives and enterprises playing passive role in the representing process. Accordingly, this article addressed each and every problem above using brand strategy, promotion mix, product life cycle and marketing mix, and argued that enterprises have to be careful to achieve intended effect of advertisement spokesperson.Our country is in a period that is full of opportunities and challenges. Enterprises have to incorporate themselves into the unified global economic system in order to survive in this new competitive environment. Throughout the writing of this thesis, I researched a large amount of books, periodicals and articles, and conducted deep research in the...