We have entered an era of entertainment, from the star, movie star in unison to the Super girl on red all over North and South; from Furong sister, žèˆ ran red network, to the hundreds of Forum law experts frequently get ... ... All of this is that at the time of arrival. In such an entertainment color hustler's era, many enterprises also consciously joined the entertainment activities-they bring marketing and entertainment, by way of entertainment, or select the entertainment media, establishment and emotional relationship between the consumer, in the spirit of rejoicing and product information potentially pass to consumers. Play out of marketing it has been used humor language added: 19th-century marketing is like out of 20th-century marketing is done by the marketing in the 21st century will be to play out. Indeed, there are indications that in the new century, entertainment and marketing links ever closer, enterprises in the choice of ways and means of marketing, entertainment marketing, the share of it. So what is entertainment marketing? so-called entertainment marketing is with entertainment activities, the entertainment factor into the product or service, through various activities interact with consumers in the form, so as to promote a product or service to obtain good market performance, to win the trust of consumers. Entertainment marketing forms, it includes the film, television, radio, printed media, sports, tourism and adventure, art exhibitions, concerts, theme parks and other mutual integration of various marketing activities, and not just limited to a fascinating, belong to the category of performing arts marketing or pick activities. Abroad the world-class enterprise use of entertainment marketing case more, but most of them have succeeded. Pepsi-Cola Company Board Chairman Roger thinking Rick said: "the battle of beverage no eternal winner. But here winning or losing is not the most important, it is important to be interesting. "Based on this philosophy, Pepsi-Cola company sponsored a large number of recreational activities, compared to the famous" encourage innovation, promote original "Pepsi national rising star competition, and the Pepsi Music Fengyun bang", and so on. Such as its strong brand themes introduced in the next generation of choice provides a large portfolio, Super pop, rap super star in performing arts activities Xuan, let the target consumer group in the entertainment enjoyment in feel Pepsi's culture and philosophy, and enable them to develop an appreciation and venting of habits, it is difficult to get rid of Pepsi creative entertainment atmosphere. The McDonald's around the world, although there is a catering company, but it is out of the people fill the belly of the lower level, it makes people how to eat happily, eat a good time, it all means. As McDonald's former CEO on his staff said: "Let us remember that we do not belong to the restaurant industry, we belong to the entertainment industry. "McDonald's not only so, exactly the same way. McDonald's is the world's largest children's toys to the sender, the McDonald's restaurant for displaying all kinds of children's toys, children go to McDonald's meal, many are directed at those toys or to review where the atmosphere of the game. McDonald's people know, eat at McDonald's is not necessarily permanent, but it certainly is a timeless entertainment. Consumers are now on the consumer's request not to be what I do, but how you can make me happy. Obviously, shopping in people's minds from a simple exchange behavior into a sensible way of leisure. Times are changing, our thinking and behaviour must have followed the trend change, otherwise it will fall behind. Therefore, some visionary companies began the exploration of this area. Throughout the country, the use of entertainment marketing successful enterprise is the non-mengniu, mengniu for domestic enterprises has set an example in entertainment marketing, many companies are from mengniu with the Supergirl of cooperation are concerned about entertainment marketing. In 2005, mengniu acid yogurt sole sponsor of the "Super girl", a super girl storm, becoming the first Chinese marketing 2005. Mengniu acid yogurt product positioning is "acid sweet", followed by Super girl gives the visual impression is the combination of the two is seamless. Super girl platform contains television, SMS, Internet, newspaper, etc. all aspects of media consolidation, there are also regional promotional performances, local sponsors, each divided into arenas and subsequent tours, program duration is very long, almost a year. From beginning to end, the entire activities for a broad mengniu, cited the spread of the human eye. Mengniu in cooperation process inputs only account for 6% of sales, and sales from June 2004 to 7 billion increase in 2005 of 25 million, in the country's sales grew by 2.7 times.
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