| With the rise of the younger generation of consumer groups such as 80 and 90,the new consumption concept and consumer behavior have made the traditional propaganda and advertising-style marketing methods weakening.In the face of such new situations,the brand must reform its own marketing methods.A new generation of consumers,cater to their acceptance habits to maximize marketing effectiveness,so the brand is in urgent need of finding new strengths in terms of distribution channels and marketing strategies.At the beginning of 2018,with the popularity of "Idol Trainee" and "Creation 101",idols developed a variety show to become a phenomenal variety show of this year.Both the popularity of the show and the ability to generate income have attracted the attention of the industry.At the same time,the characteristics and links of the program itself bring more development space for brand marketing,and bring huge possibilities for connecting young generation consumers to innovate traditional marketing strategies,so the program achieves considerable economic benefits.It also makes the implanted brand earn a lot of money,achieving the greatest degree of win-win.This article combines the specific case "Idol Trainee" to analyze the characteristics of the idol-developing program compared with the traditional network variety.The program itself creates the innovative marketing model for the brand in the program setting,fan behavior mining and brand development.The natural advantage,focus on the analysis of the implanted brand to use these advantages to carry out the marketing strategy innovation and the specific marketing effects,and specifically refine the online brand participation in idol cultivation to achieve the pattern,multi-platform linkage to explore young generation fans Economy;offline extension program value entertainment entertainment marketing,with the program creation scene to achieve immersive and so on.In the analysis of specific strategies,we also eliminate short-term marketing effects.From the perspective of long-term development,we reflect on the short-term effects of such programs on the long-term effect and brand autonomy of marketing of implanted brands.Therefore,we proposecountermeasures at the end of the article.It is recommended to maximize the value of such programs for brand marketing. |
