摘要:2012年加多宝成功的冠名《中国好声音》，利用《中国好声音》的娱乐元素来宣传加多宝品牌的知名度。促使消费者对红罐凉茶更名为加多宝凉茶的接受能力。《加多宝中国好声音》锁定潮流一族，以“真声音、真音乐”强调音乐的专业性和纯粹性，加多宝借助栏目的音乐元素丰富其产品的时尚内涵，获取潮流人群的消费认同。
本文以娱乐营销方式为基础，对冠名电视娱乐节目《中国好声音》的加多宝品牌的娱乐营销手段进行归纳总结，探索其娱乐手段的运用。通过对《加多宝中国好声音》的内容、传播渠道、消费者参与性、整合等进行分析，来讨论加多宝的娱乐营销成功之处。利用加多宝的公益活动，提高加多宝形象分析加多宝的营销手段。娱乐营销的形式是在不停变化着的，但是万变不离其中，找到了规律，也就掌握了打开市场的金钥匙。
关键词：加多宝；娱乐营销；正宗；消费者；中国好声音
ABSTRACT: Add much treasure success in 2012 named " The Voice of China ", use " The Voice of China " entertainment elements to add much treasure brand visibility. Prompt consumers to the red cans of herbal tea herbal tea changed its name to add much treasure to accept ability. "Add much treasure The Voice of China " lock trend, with "real" voice, music emphasizes music professional and purity, plus the stupa with columns of music elements to enrich its product connotation of fashion, fashion crowd for consumer acceptance.
This article on the basis of entertainment marketing, to the name of TV entertainment programs " The Voice of China " add paper summarizes million treasure brand of entertainment marketing, investigates the use of means of entertainment. Add much treasure The Voice of China from the Angle of the content, transmission channel, consumer participation and integration analysis, to discuss the entertainment marketing successes with much treasure. Using the add much treasure public welfare activities, improve marketing plus the stupa image analysis and much treasure. Entertainment marketing is constantly changing, in the form of, but change not depart from it, found the regularity, has mastered the gold key of open markets.
Keywords: Add the stupa；entertainment marketing ；orthodox ；Customer ；The Voice of China
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