名人代言的风险与对策研究.doc

摘 要:伴随着我国经济的快速发展，名人代言愈来愈被企业广泛的应用到市场营销活动中。但随着近期越来越多的虚假广告、名人生活作风不检点、消费者权益受损情况的发生，使得名人、企业以及消费者蒙受了巨大损失，名人代言广告的真实性得到质疑。从某种意义上来说，名人代言是一把“双刃剑”，在能够带来利益的同时，也具有一定的风险性。正确的引导和规避名人代言所带来的风险变得越来越重要。

　　　本论文对名人代言的风险与对策进行研究，从企业、名人以及消费者三个方面进行分析，对名人代言成功与失败的案例进行分析对比，以此来探讨名人代言给名人、企业和消费者所带来的风险并有针对性的提出一些相应的对策，以此来对名人代言的风险进行规避。通过引导合理的名人代言，来减少虚假广告、虚假代言以及消费者权益受损情况的发生，以此来深化人们对名人代言的认识，引起社会对名人广告负面效应的深思，对规范市场营销活动，保障市场经济活动的有序健康发展，促进社会和谐发展具有重要的现实意义。

关键词：名人代言 风险 对策 消费者

ABSTRACT: Along with China's rapid economic development, more and more celebrity endorsements widely used by businesses to marketing activities. But with the recent more false advertising, celebrity life style is not indecent, the occurrence of damage to the interests of consumers, making celebrities, businesses and consumers suffered huge losses, celebrity advertising authenticity questioned. In a sense, celebrity endorsement is a "double-edged sword" in the can bring benefits, but also has some risks. Proper guidance and to avoid the risks of celebrity endorsement has become increasingly important.

In this thesis, the risk of celebrity endorsements and countermeasures research, from corporate, celebrity and consumer analysis of three aspects of celebrity endorsement success and failure cases is analyzed and compared, in order to discuss celebrity to celebrity, businesses and consumers risks and targeted to make some corresponding countermeasures, in order to celebrity endorsements on risk aversion. Celebrity endorsement by guiding reasonable to reduce false advertising, false endorsement and damage to the interests of consumers from happening, in order to deepen people's understanding of celebrity endorsements, celebrity advertising aroused negative effects on food for thought, for standardized marketing activities to protect the market orderly and healthy development of economic activities, and promote the harmonious development of society has important practical significance.

Keywords: Celebrity endorsement；Risk； Measures ；Consumers