名人促销策略问题与对策研究

Research on Celebrity Promotion Strategies andCountermeasuresAbstractWith the continuous development of China's economy,celebrity promotion strategy as an effectivemeans of product marketing,enterprises in order to increase the publicity effect,the phenomenon ofusing celebrity promotion strategy is increasingly common.However,in recent years,with thecontinuous progress of the Internet and various media technologies,the negative news of celebritiesemerge in endlessly in the market,which has a wider range of influence,and these negative news oftenbring incalculable risks to celebrities and enterprises.For enterprises,how to maximize the role ofcelebrity promotion strategy,while avoiding the risk or negative impact,has important economicsignificance.This paper summarizes the previous research and discussion,analyzes the factors thataffect the effect of celebrity promotion strategy,and the significance and role of celebrity promotionstrategy for enterprises,consumers,celebrities and society.According to China's national conditionsand market situation,in view of the different problems and risks in the current situation of celebritypromotion in China,this paper analyzes the causes of its occurrence,and then provides correspondingcountermeasures.This paper explores how to avoid risks in the whole process of implementingcelebrity promotion strategy,how to reduce the harm caused by celebrity promotion strategy forconsumers and celebrities themselves,and puts forward suggestions for better exerting the positiveeffect of celebrity strategy.Key words:Celebrity promotion;Celebrity endorsement;Celebrity advertising