Entertainment Marketing Achievement Model of all Pharmaceutical Enterprises "Renhe Model"

Entertainment is not only a marketing carrier, but also an effective way of communication between brands and audience groups. In this era of more and more entertainment, entertainment also shows a kind of corporate attitude. The entertainment of Chinese consumers has the characteristics of three-dimensional, diversification, high interaction and grouping. therefore, how to make consumers fully participate and experience entertainment marketing has been paid attention to by major enterprises. Looking back on the past 2009, drug companies Renhe play entertainment marketing, and even created a widely praised by the industry-ldquo; Renhe model-rdquo;.

strong > Entertainment of brand personality / strong >

the pursuit of happiness is the inborn nature of human beings. in this era of diversified consumption, consumers' demand for entertainment is increasing day by day, especially in the era when supply is less than demand. how to meet the diversified and personalized needs of consumers and improve the exposure of products by transmitting different entertainment and happy feelings has become an important strategy for enterprises in product marketing. Take Shining Eye Drops as an example, the main consumers are the post-80s and post-90s who are fashionable and full of personality, so since its inception, it has chosen the endorsements of stars who are deeply loved by this kind of people, from Jay Chou to Liu Qian. These fashionable personality stars are well liked by the target consumer groups.

strong > Entertainment of product promotion / strong >

the purpose of product promotion is to introduce the product to consumers, so that consumers can recognize and buy. This requires grasping the hearts of consumers and narrowing the distance with consumers. With Xiao Shenyang and Liu Qian, who are well known by hundreds of millions of viewers in the Spring Festival Gala of the year of the Ox, they immediately endorsed Renhe brand Qinghuo capsules and shiny eye drops. Xiao Shenyang and Liu Qian have a large fan team, coupled with distinctive fashion, in line with the product personality of advertising to attract the attention of many consumers.

strong > Entertainment of communication / strong >

when marketing has been & ldquo; entertainment & rdquo;, communication is inevitably undergoing a change, entertainment communication has become a new wind vane of the times, gradually narrowing the distance between enterprises and consumers. Since May 2009, Renhe Shining Star Song list has launched a massive talent show with the help of Renren, a platform with a group of 50 million college students. Different from programs such as Super Girls and Fast Men, the 2009 shining Star Song list invites well-known musicians and talent stars as judges, and comprehensively gathers superior online media platforms and satellite TV media resources, using a combination of online and offline competitions and selection methods. it provides a broader and fair display stage for the contestants.

in the current situation of attention economy, the essence of entertainment marketing is that the brand should find the entertainment elements that match the tone of the brand and win the favor of consumers, so as to enhance the attention of the brand, which is determined by the natural attention of entertainment. Although entertainment content is the most basic premise for brands to do entertainment marketing and determines the success or failure of entertainment marketing, the means of communication between entertainment marketing and the target audience is the key to the success of today's entertainment marketing. To sum up, Renhe Entertainment Marketing in 2009 not only aimed at the audience, but also integrated the use of entertainment marketing, three-dimensional marketing, innovative marketing and other means to create a pharmaceutical enterprise marketing story.