摘要:企业植入式广告是企业在营销策略中对于品牌传播的战略选择，我国在2006年开始引入植入式广告，产值达到10亿多。姑且不算网络游戏，电影所带来的广告产值。现在，10年过去了，植入式广告的发展更是惊人。作为广告界的蓝海，植入式广告所带来的价值利润是不可估计的。基于品牌传播的植入式广告是将企业品牌推广出去，建立品牌形象，促进市场销售的传播方法。但是，随着植入式广告的发展，企业在植入式广告的应用中存在许多问题，因而十分有必要探讨植入式广告对于企业的品牌传播的影响。分析企业内部和外部因素，详细阐述企业实施植入式广告的动因。并以国内企业和国外企业的详细案例，从而得出企业实施植入式广告的经验。基于企业实施植入式广告的案例提出对于现在所存在的问题的解决方案和建议，培养企业核心竞争力，选择合理的植入式广告应用。避免企业营销风险。48616

毕业论文关键词:植入式广告；企业品牌传播；植入式广告应用及策略

Enterprise Product Placement and Application based on Brand Communication strategy

Abstract: enterprise product placement is enterprises in the marketing strategy for the selection of brand communication strategy, China in 2006 began to introduction of implantable advertising, output value reached 10 million. Tentatively not network game, movie brings the advertising value. Now, over the past 10 years, the development of implantable advertising is even more astonishing. As the blue ocean of advertising, implantable advertising brings the value of profits is not estimated. Implantable advertising based on brand communication is the enterprise brand promotion out, establish brand image, promote the spread of market sales. However, with implanted advertising development, enterprise in the application of implantable advertising deposit In many problems. So it is necessary to investigate the effect of implantable advertising for the enterprise brand communication. Analysis of the internal and external factors, a detailed explanation of the motivation of implantable advertising enterprises to implement. And in the specific case of domestic and foreign enterprises, thus obtains the enterprise implementation of implantable advertising experience. Based on the enterprises to implement the case of implantable advertising is proposed for now the existence of the solutions and suggestions, training the core competitiveness of enterprises, to choose reasonable application placement. Avoid the risk of the enterprise marketing.

Key words: implantable advertising; corporate brand communication; product placement and strategy

目录

摘  要 4

Abstract 5

一、品牌传播及植入式广告相关理论概述 6

（一）品牌传播及植入式广告的概念及特点 6

（二）运用植入式广告进行品牌传播的必要性 8

二、我国企业品牌传播中植入式广告应用现状及问题 9

（一）国内企业品牌传播中植入式广告应用的现状 9

（二）国内企业品牌传播中植入式广告应用问题 10

（三）国内企业品牌传播中植入式广告应用问题的原因分析 11

三、 企业植入式广告传播过程中现存问题的解决办法 13

（一）品牌传播的企业运用植入式广告的解决办法 13

（二）企业进行植入式广告传播的策略推广的优势