东鹏特饮植入式广告研究摘要：随着新技术的迅猛发展，新媒体和数字电视的出现，特别是电视视频技术的发展，使得消费者能够过滤掉所有的广告，简单的风格使得传统广告的效果逐渐下降。国家广电总局17号令“的颁布和实施，传统的广告时间被大大压缩，相应的广告主广告成本急剧增加，但广告效果的广告成本急剧增加，广告商将寻求新的广告形式，这种新的广告形式不仅适用于成本，具有良好的沟通效果，因此植入式广告应运而生并出现。作为植入式广告的一种形式，其实在第二十世纪初出现在好莱坞电影中，起步于20世纪80年代实现大规模发展，如今成为美国电影、电视和视频游戏的重要广告。报纸上经常看到这些文章，但大多数都是对植入式广告现象的分析。植入式广告系统尚未全面深入的研究。本文通过大量的文献整理和分析，喝东鹏开始为例，基于产品配置研究，东鹏饮料放置角度深入，理论基础，操作的产品布局模式，对植入式广告的研究作为一个整体来把握操作原则和东鹏特饮价值产品布局。本文试图对东鹏特饮的植入式广告的发展中的问题提出解决对策。关键词：东鹏特饮：植入式广告：问题对策1Research on Dongpeng special drink placementAbstract:With the rapid development of new technology,new media anddigital TV are constantly emerging,especially the development of video technologyallows consumers to filter out all the advertising simple style,traditionaladvertising effect decreased gradually.The promulgation and implementation of theState Administration of radio 17 act "the traditional advertising time is greatlycompressed,sharp the corresponding increase in the cost of advertising to advertisers,but the advertising effect of a sharp increase in the cost of advertising is falling,advertisers will seek a new form of advertising,this new form of advertising is notonly suitable for cost,good communication effect,so Product placement came intobeing,sudden appearance As a variety of forms.Product placement,in fact,in theearly twentieth century appeared in the Hollywood movie,started in 1980s toachieve large-scale development,has now become an important American film,TVand video games.Newspapers often see these articles,but most are analyzed Productplacement phenomenon.Studies have not yet been thoroughly Product placementsystem.In this paper,through the collation and analysis of the literature,drinkDongpeng began as an example,based on the product configuration,Eastrocbeverage angle deeply,the theoretical basis,the layout mode of operation,theresearch on Product placement as a whole to grasp the principles of operation andDongpeng drink value of the product layout.This paper attempts to Productplacement on the development of Dongpeng.Drink in the problem ofcountermeasures are put forward.Key words:Dongpeng special drink;implantable advertising;problems andCountermeasures2目录Abstract..第一章绪论…51.1研究背景…51.2研究目的51.3研究内容与方法6第二章理论综述…72.1营销概述.…72.2植入式广告的营销概念102.2.1植入式广告营销的定义.…2.2.2植入式广告营销的内容102.3国内外植入式广告的相关理论综述.2.3.1国外植入式广告相关理论综述.112.3.2国内植入式广告相关理论综述…12第三章东鹏特饮植入式广告营销的概况.....133.1东鹏特饮的简介…133.2东鹏特饮的PEST分析143.2.1政治环境…143.2.2经济发展环境3.2.3社会文化环境.153.2.4技术因素…163.3东鹏特饮的4P战略分析…163.3.1产品策略173.3.2价格策略173.3.3渠道策略183.3.4促销策略第四章东鹏特饮的STP与SWOT分析204.1东鹏特饮的STP分析20