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^论文编号:YX137 ^论文字数:18371,页数:31 摘 要 本文提出基于音乐营销理论与消费者消费心理理论之间的天然的相关联属性，将音乐营销中的音乐与企业的商品和品牌很好地糅合，进而使音乐营销在商业活动中发挥最大的效益，创造最大的价值的观点。基于国际间的竞争日益激烈的大背景下，传统的营销方式渐渐地不能满足竞争的需要，企业开始压缩费用，音乐营销的高互动性、更低成本的营销模式成为商家竞争的新的制胜点。但是中国的音乐营销相对发育的较晚，发展程度不高，因此对于音乐营销的研究很有必要并且具有很大的现实意义。本文将结合前人所做的研究分析和本人对于音乐营销在日常商业中的效用的观察和分析来，利用冯特理论和音乐消费者的“共鸣模型”，对音乐营销的定义、我国音乐营销发展的现状、音乐营销与消费者心理和行为的联系、我国音乐营销理论和实践中存在的问题及对策进行评述，并以音乐营销中的背景音乐在杭州各大商场应用的实证来进一步阐述音乐营销理论在实践中的灵活运用，并尝试着对音乐营销在中国的应用和发展提出建议和预测。 ABSTRACT This paper presents a solution that music associated with the enterprise brand and goods well to creating maximum benefit in commercial activities ，based on the theory of consumer and music marketing。Based on the international competitive background，the traditional marketing way gradually cannot satisfy the needs of competition，the company began to compress the high cost and， becase of the lower costs and high interactiveas，music marketin enjoy popularity in the new business competition。But China's music marketing relative develop lately, development degree is not high, so the music for marketing research is necessary and has great practical significance. This will be done with previous studies of music and I for the daily business marketing in the observation and analysis of the utility, use FengTe theory and music consumers “music to resonate model”, the definition, our marketing music marketing development situation, music marketing and consumer psychology and the behavior of Chinese music, marketing theory and practice of the existing problems and countermeasures, and the background music in music marketing in hangzhou each big market application demonstration to further elaborates the music marketing theory in practice flexibility. 目录 第一章 引言 ……………………………………………….……….…1
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| Tags：我国 音乐 营销 商业 价值 研究 | 2011-03-25 13:05:15【返回顶部】 |
