国产电影中植入式营销策略探析

随着快节奏时代的到来，观看电影已经成为了大部分中国人最主要的休闲放松的方式，电影中的植入式广告也渐渐地成为一种新的营销手段，推动了企业产品的销售，提升了企业品牌形象。
本文阐述了植入式营销的概念、分类和表现方式，并由植入式营销的特点着手，结合其优势和劣势，介绍现今我国国产电影中植入式营销的发展现状和存在的相关问题。并通过营销策略的分析以期解决现有的问题，帮助企业产品和服务满足观众和消费者的需要，建立起良好的口碑和形象。同时植入式营销也会成为一种新型、特殊的市场驱动力，造就出其不意的效果。

关键字：植入式营销；品牌形象；消费者心理
Marketing Strategy about Product Placement in Domestic films
Abstract: With the era of fast-paced, watching movies has become a way to relax most of the Chinese people the most important, product placement in the film has gradually become a new marketing tool to promote the sales of enterprise products,enhance the corporate brand image.
This paper describes implantable marketing concepts, classifications and performance, and proceed to the characteristics of implantable marketing, combined with its advantages and disadvantages, and introduce the present status quo of China's domestic film placement marketing and related. Through the analysis of marketing strategies in order to solve existing problems, and help business products and services to meet the needs of the audience and consumers establish a good reputation and image. Placement marketing will become a new, market-driven force, created a surprise effect.
keywords:Product placement；Brand image；Individual differences；Consumer psychology

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