目录1前言...2文献综述…2.3明星代言与购买产品决策国内相关研究…233.1研究内容33.2研究对象33.3研究方法34研究数据分析及分析结果4.1本校大学生追星情况44.2明星代言对产品选择的影响程度分析54.2.3明星代言导致直接影响购买行为分析.…79126企业如何利用明星代言做好对大学生的营销...·14粉丝经济视角下明星代言对大学生购买伊利安慕希的影响研究黄洗京摘要：粉丝经济模式下，企业通过明星代言影响消费者，在明星的催化作用下，获得消费者的响应、认可甚至内化，从而把顾客变成忠诚顾客，保证获取可观利润。伊利安慕希作为一个较新的牛奶高端高营养产品，通过明星代言与各类综艺节目、电视剧插播等推广方式结合进行大力度宣传，从无到有，效果显著，很快为人们所认知，树立了伊利安慕希在消费者心中的品牌形象。本文通过粉丝经济视角，研究了明星代言对大学生购买伊利安慕希的影响。关键词：粉丝经济：明星代言：伊利安慕希：大学生A Study on the Influence of CelebrityEndorsement on the Purchase of IliAmmuxi by College Students from thePerspective of Fan EconomyByHuang XianjingJanuary,2020Abstract:Under the model of fan economy,enterprises influence consumers throughcelebrity endorsement.Under the catalytic effect of stars,they gain the response,recognition and even internalization of consumers,thus turning customers into loyalcustomers and ensuring to obtain considerable profits.As a relatively new high-endand high-nutrition product of milk,yilian muxi is vigorously promoted by combiningcelebrity endorsement with various promotion methods such as variety shows and TVseries interlusion.From scratch,it has achieved remarkable results,which soonbecame known to people and established the brand image of yilian muxi in the mindsof consumers.From the perspective of fan economy,this paper studies the influenceof celebrity endorsement on the purchase of iliam muxi by college students.Keywords:fan economy;Celebrity endorsement;Iliam muxi;College students'