论魔声公司耳机的成功推销策略

“德里克的节拍”是近年来最成功的耳机营销作品之一，而身为参与者的魔声公司，提供了全新的营销视角。因此这一经典营销案例具备了相当的研究价值，而这其中的研究成果可能对国内制造业形成一股助力。作者选取了八篇2007-2012年间的主流媒体的相关报道，每个报道均反映出魔声公司有针对性的营销策略。通过这些报道，除了对其产品定位，营销目的及目标用户进行分析,同时也对其与其他同档次产品在主流媒体上的营销效果进行对比。最终，总结出两种该耳机的与众不同的营销策略：定制化合作和自然的植入性广告。

关键词：营销策略；定制化合作； 植入性广告
 

Abstract
 “Beats by Dr. Dre” is one of the most popular headphone icon produced by Monster Inc. In the past two years, as a cable manufacturer, it became an example in such successful new promotion. Therefore, it is worthwhile to study its promotion strategy so as to inspire domestic manufacturing. The author selected eight different reports from American top media from 2007 to 2012, and they are all representative cases of specific promotion strategies. The analysis ranges from product positioning, to promotional target, and target customers, including contrast between “Beats” and other headsets. Finally, two prominent features of the promotion are concluded: co-banner partnership with celebrities and natural product placement.

Key Words: promotion strategy; co-banner partnership; product placement
 

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