Keywords: Andy Lau Uncle Wah star marketing performing arts circle Andy Lau in Chinese performing arts circle is a legend, use the baby from the 20-year-old young man, through his tireless struggle and efforts continued popularity in the last three decades, in the star product cycles are generally short, competitive cannibalism merciless performing arts market is really a great miracle. How many have red big purple star was quick replacement, from the size of the screen and disappear in the public view, how many amazing in this year of the past knew her fate was still being cordial nickname "Uncle Wah" not the old myth.
Objectively speaking, on the face and Uncle Wah is not the most handsome; on its colorful, Uncle Wah is not the best; on acting, Uncle Wah nor is best; Andy Lau is what least performing arts events and prosperous decades? really just because he is hard, hard? apparently insufficient to convincing than his diligence and hard work of many stars. Star as mass entertainment consumer personalization products, and any one of the best-selling product, cannot leave the marketing push behind. In this sense, Andy Lau is a star product model of successful marketing, Andy I Super self marketing capacity also proves that he is worthy of being the "Godfather" star product marketing nickname.
First is Andy Lau's customer relationship marketing, his decades of established huge fans mission is he loyal customer base. Andy Lau has always been recognized as the most attention to maintenance, the Mission of vermicelli fans are the best of the big star. Only aware of the incredible marketing whiz CRM can really understand the cultivation of the vital importance of customer loyalty, he often attend major events of vermicelli, meet fans of organization and management, and even join fans Member birthday party etc. These are let Andy Lau has continued selling a wide range of loyal customer base, and constantly be rolling development and benign replacement.
Second, products to be sold only through CRM is still far from enough, products subject to consumers especially long affirmed, there lies in the product quality is better, but to be able to adapt and meet the market trends and tastes. Andy started from a star product, constantly innovating their functionality and diversity to meet consumer demand for entertainment in different periods. We all know that Andy Lau is a wireless entertainers who are across the television song dwelling red star. Taking the road of Andy's performance, it is not difficult to find, he was the focus of each phase are very prominent. Hong Kong TV series red fire, he is an accomplished wireless when red; popular in China and Taiwan pop songs, he ranked first in the Hong Kong champion; sudden emergence of Hong Kong films at the box office, he is more popular to shoulder its Film Festival winner. Most importantly, in every area, he did not own stereotypes. From singing, his style is never affected by the own limits, he not only sing love songs, destiny of grief as I told you, "thank you for your love", wistful "afterlife", "Heaven", complained about the plaintive cry of the men cry is not a crime "and" I hate my woman ", he also sang the theme song, such as the expression of the Chinese patriotic feelings, embody the inspirational people topics Olympic songs the Everyone is No.1", etc. Not only does he sing with Cantonese, Mandarin, Taiwanese songs such as the world first, and so on.
Have a stable customer base and marketable product styles, finally also need other secondary marketing mix to icing on the cake, Andy Lau's skill in this area is also comparable to other stars. Charity marketing such as active participation in and even lead to various charity performance activities, this time the great earthquake in Wenchuan, he not only to visit the disaster area, also called hundreds of artist of the performing arts sector 5.12 love action extravaganza fund-raising; relationship marketing such as with the size of the media can relate to and negative news almost insulation, even in the event of "irrational fans chasing star event" is also widely understood and supported; image marketing such as as "hepatitis b prevention Ambassador," and "Paralympic ambassadors" and "Hong Kong performing artistes Association" decades such as 1 to maintain a positive image. Channel marketing such as annual large-scale concert tour for product promotion.
Perhaps, Andy Lau, a product from any assessments of individual indicators are not the best, but he is definitely a comprehensive index of top level, "a comprehensive, timely and change" is the core competence of Andy, this is the Chinese entertainment is no second Andy Lau's root cause lies, he is unique, non-replication of best-selling products. An advanced marketing idea interpretation so perfect star, a product of your own as in-depth marketing's Godfather, he did not take all hard!, Andy can also permanently red are justified. This is marketing, practice.
No comments:
Post a Comment