摘 要

随着经济的持续快速发展，现代物质生活的日益丰富，人们开始追求精神方面的享受，因此当代社会文化产业日趋多元化，艺人明星成了越来越多人关注的焦点。在最早一批00后也即将步入十八岁成年的今时今日，我们对于娱乐圈更新换代之频繁早已习以为常。艺人要怎样才能在娱乐圈这潭深水中站稳脚跟红的更持久一点，不至于被后浪拍死在沙滩上，便成了几乎所有明星艺人及其经纪公司所需要面对的问题。

纵观整个娱乐圈，有些明星艺人红极一时，如今却也没有多少人认识；有些艺人当初挥霍无度，现在却因无经济来源而过得捉襟见肘甚至患上抑郁.......这样的例子不胜枚举。想要在娱乐圈混下去，除了自身颜值和实力之外，所在公司营销手段起着非常重要的作用。

本文研究的内容就是以当代娱乐圈为基础的中国影视演艺行业的艺人营销策略。主要通过文献综述法、案例分析法、问卷调查法、同类对比法等研究方法，来探讨当代中国演艺行业的艺人营销策略。并且通过对国外同类演艺经纪公司的艺人营销策略的研究进行分析对比，得出有效可靠的结论，以期对我国影视公司的艺人营销战略提供一些参考，促进中国影视演艺行业的快速发展。

关键词：娱乐圈；明星艺人；营销策略

Artists’ Marketing Strategy of Chinese film performing arts industry

ABSTRACT

With the sustained and rapid development of economic, the modern material life is increasingly rich, people began to pursue the spirit of enjoyment,therefore, the contemporary social and cultural industries are becoming more and more diversified, more and more people pay attention to the stars.And when also being about to step into 18 years old adult modern the earliest after a collection of 00 today, we frequently are accustomed to for the amusement circles update already.How the artist could stand firm in this pool deep water of amusement circles and red be unlikely to be hit to death on the sandy beach by back rise more lastingly so, has just become the required problem of facing of nearly all stars and brokerage firm.

Throughout the entertainment circle,some stars are well-known for a time, but now also not many people know; Some artists squandered wantonly originally,nowadays became awkward even had suffered from depression because of no source of finance lets live ...such example is too numerous to enumerate.If you want to drift along aimlessly at amusement circles, except self face value and strength, your company’s marketing methods play a very important role.

The research contents of this paper is based on the contemporary entertainment that artists of China film and television entertainment industry’s marketing strategy. Main through research methods such as literature review method, case analysis, questionnaire method, similar methods of comparison, To inquire into artist's marketing strategy of contemporary China's performing art industry. And through the study of similar foreign artists performing brokers company's marketing strategy analysis and comparison, effective draw reliable conclusions,in order to provide some references for Chinese artists of film and television company marketing strategy, and promote the rapid development of China film and television entertainment industry.

Keywords: entertainment circle;stars;marketing strategy

目 录

1 绪论........................................................................1

1.1 研究目的及意义..........................................................1

1.2 国内外研究现状..........................................................1

1.3 研究方法................................................................3

1.4 特色与创新..............................................................3

2 中国影视演艺行业的发展概况..................................................4

2.1 艺人营销................................................................4

2.1.1 艺人营销相关理论...................................................4

2.1.2 定位营销...........................................................4

2.2 国内影视演艺行业发展概况................................................4

2.3 国内演艺明星概况........................................................5

2.4 国内大众对演艺行业的诉求................................................6

2.5 同行业竞争状况..........................................................6

3 国内艺人营销策略及相关案例..................................................9

3.1 艺人营销的重要性........................................................9

3.2 国内艺人营销策略........................................................9

3.3 艺人营销策略相关案例...................................................13

3.3.1 TFBOYS年少成名原因................................................13

3.3.2 杨幂成功的自我营销................................................14

3.3.3 关于华晨宇的另类营销..............................................15

3.3.4 大张伟的自我营销与新媒体营销......................................16

4 国外艺人营销策略及对我国的启示.............................................18

4.1 S.M.Entertainment......................................................18

4.2 YG Entertainment.......................................................19

4.3 JYP Entertainment......................................................20

4.4 对我国影视演艺行业艺人营销的启示.......................................21