商务英语专业-聚美优品电视广告分析--毕业论文中英文.doc

学校名称 本科生毕业论文（ ）届论 文 题 目： Analysis of the TV Advertisement of Jumei Youpin聚美优品电视广告分析学 院： 外 国 语 学 院 专 业： 英 语（商务英语） 学 号： 姓 名： 指导老师姓名及职称： 讲师 Analysis of the TV Advertisement of Jumei Youping聚美优品电视广告分析 专业名称：英语（商务英语）申请人：指导老师：讲师论文答辩委员会主席： 委员： 委员： 委员 Content 中文摘要iiiAbstract in Englishiv1 Introduction11.1 Literature review11.2 The structure of the thesis22 Brief Introduction to J22.1 The information about J22.2 The details of the TV advertising of J in 201232.3 The achievements53 Analysis of the Reasons Why Jumei Gained a Great Success in TV Advertisement63.1. Balance Theory63.1.1 The Definition of the Balance Theory63.1.2 Application73.2 The CEO marketing in the Jumeis TV advertisement.83.2.1 Information about CEO marketing83.2.2 The struggling experience of the Leo Chen93.3 Advertising slogan113.3.1 The popular advertising slogan113.3.2 The crazy “the style of Leo Chen “123.4 Image advertising143.4.1 The definition of image advertising143.4.2 Function of the brand.143.4.3 Establishing the brand image in consumers mind153.5 The psychological feature of the generation of 80 and 90163.5.1 The self concept of the consumers163.5.2 The psychological feature of the generation of 80 and 90174 The Enlightenment From TV Advertisement of Jumei Youpin185 Conclusion.20References21Acknowledgment23中文摘要 近年来，中国电子商务得网站得到了迅猛的发展。各行业中的竞争也越来越激烈，企业的营销环境变的越来越复杂，企业的营销策略能否适应营销环境的变化，并结合企业自身的资源条件和经营实力，寻求营销要素某一方面或某一系列的突破或变革一定程度上决定着企业的经营成败。聚美优品是中国众多团购网站之一，其通过成功的电视广告营销，在成立不到3年的时间内，成为中国最大的化妆品限时特卖商城。2012年11月10日投放在湖南卫视快乐大本营黄金档的电视形象广告成功引发数百万网友为之疯狂的“陈欧体”的，创造了上亿价值，从此奠定了其行业领军地位。为了更好的让读者了解聚美优品的电视广告营销，本文从平衡理论、CEO营销、深入人心的广告词和形象广告等角度对聚美优品2012年的电视广告的成功原因进行分析，希望对企业在营销创新的方面有所帮助。【关键词】：聚美优品；电视广告；CEO营销；形象广告；消费者心理特点；Abstract in English The electronic commerce (or e-commerce) has had a rapid development in recent years in China. And the competitions in all walks and life are more and more intense which urged the enterprises to consider new marketing methods. Consequently, it is crucial for enterprise to adjust the changing marketing environment. Moreover, it plays a key role in the enterprise success to combining the enterprises own resources with the innovation in the elements of marketing. J is one of the websites specializing selling goods in internet. However, it has been the biggest China-based cosmetic group-buying site in three years since it was founded through its successful TV advertising marketing. The TV image advertising that issued on November 10, 2012 exploded the fondness of the advertising slogan which called “the style of Leo Chen”. The impressive slogan created millions order to Jumei that wroth billions. And J gained the leading position in the group-buying sites through this successful marketing. What are the reasons of the great success of J.? This thesis will focus on analyzing it from five aspects: balance theory, CEO marketing, advertising slogan, image advertising, and the psychological feature of the the generation of 80 and 90. And hopefully, the analysis will be conductive to the marketing strategy of the enterprises.Key Words: Jumei Youpin; TV advertisement; CEO marketing; image advertising; psychological characters26 1 Introduction1.1 Literature review Nowadays, Network group purchase has become a new trend. On the one hand, because of convenience and cheaper price, more and more consumer like shopping online. Many young fashion consumers are on the new way of consumption. The network shopping gradually lifted “group purchase tide”, and more and more consumer hope to join the network group purchase, enjoy the “ wholesale” benefits. On the other hand, with the electronic commerce have developed rapidly in china, the network group purchase site sprung up. In the intense circumstance, the promotional tool play a crucial role in the success of the group purchase website. However, few websites gained a real success in marketing except J that taking a leading position in the cosmetic group purchase industry within three years since established through effective promotional tool. Therefore the issue of why Jumei.con gain a succuss in the fierce environment is worthy of studying.Since the group purchase was sprung up in 2010 (QingShui, 2011), most e-commerce website companies focus on the promotion of goods and services. However, for the current customers, especially the young fashionable generation of 80s and 90s, the goods and services are not the only standard for buying any more. They have a stronger brand awareness. What made J different is that it pays more attention to building up brand awareness among customers when making marketing strategy. In China, there are some people who studying the marketing strategy of group purchase websites. Wei Junyi(2012)noted that Jumei.con have done well in its cyber marketing via promising good quality, price promotion and channel strategy. Wang yaohao(2010) find that due to the innovation in the marketing method, such as microblog marketing, blog marketing and brand marketing, J grasp the opportunity to expand the market share in the cosmetic group purchase site. Those studies have two point view. First, J have a quality guarantee since cooperated with many famous cosmetic companies. And it promoted many discounting policies every day. Second, it is good at making cleverly use of various promotional tools and keep pace with the development of the Internet. They merely studied the brand building. Only one of them involved the brand building in the aspects of being loyalty to customers but did not discuss the how J focus on brand building in the marketing activities. Therefore, this paper present an analysis of Jumeis TV advertising marketing that focusing on establishing brand awareness among customers from respects of the balance theory, advertising slogan and image advertising.1.2 The structure of the thesisThe whole thesis consists of five parts. The first part is the introduction of the paper which includes the literature review, the frame structure and the research method. Next is the background information of J, the details of the TV adverting in 2012 and the effects. The third part is the detailed analysis of the reasons why Jumei gained a great success in TV advertisement based on balance theory, CEO marketing, adverting slogan, image adverting and the psychological feature of the generation of 80 and 90. The fourth part is the enlightenment got from TV advertisement of Jumei Youpin. The last part is the conclusion of this thesis.2 Brief Introduction to J 2.1 The information about J Jumei .com is the Chinas first professional domestic cosmetics group purchase site which was established in 2010 by Chen Ou, Dai Yusen and Liu Hui. The moral of Jumei is “collect beautiful, bring a romance to a happy ending”(Li Yanting 2013).Jumei was committed to providing targeted customers - the female customers with a simple, interesting, reliable shopping experience of cosmetics, and build the offbeat shopping platform. It is essentially a vertical industry B2C website and had pioneered the mode of cosmetics group purchase. It commitment 100% authentic and 30 days unconditional return unpack policy(Li Yanting, 2013). And J is now the leading female cosmetics group-buying site in China. Since the inception two years ago, it has boasted a monthly sale of RMB20M and 800,000 registered users, acquiring a share of 60% in cosmetics group-buying market http:/gz.J/.2013,(2013). Currently, J has more than two hundred employees. Most of the technicians have background of overseas study.As for the propaganda and promotion, Juemi had multiple channels, such as newspaper promotion, promotion of QQ group blog,links to promotion binding site of a variety of activities to improve the registration rate and the products traffic. But the advertisement the Jumei benefits most from is the TV advertisement invested during the gold time in Hunan TV station. In 2011, cooperated with the popular small king Han Geng, Jumei published the first TV advertisement in the Hu Nan TV station which boosted the sales volume to 30 million. However, compared with this marketing, the TV advertisement in the November of 2012, been launched in the Hunan TV station, consolidated the brand image in consumers mind and drive the turnover to 100 billion in the three days around the three anniversary. Thesis focus on the analyst of the TV advertisement issued in the November of 2012 http:/gz.J/.2013,(2013). 2.2 The details of the TV advertising of J in 2012At the approaching of the crazy shopping season in 11th November 2012, Jumei launched an advertisement which lasted about one munite and thirty-nine in the Hunan TV station and embedded it in the most expensive entertainment program all over country “Happy Camp”. Surprisedly, the advertisement did not trumpet the companys products, but it is an image advertisement aiming to improve the brand awareness in long-term. In the advertisement, Leo Chen standing for confidence, positive energy and dream acted as the hero. Zhao Yihuan acted as heroine who had played the leading role in the film puberty in which she is a rebellious but persistent girl.The advertising was present through five stories. The following are the overview of them. A .Story 1 A white -collar worker acted by Zhao Yihuan was passing her workmates. In the eyes of her workmates, they admired her for her success in the job career and was so beautiful and fashion. However, what the workmates do not know is that behind the success she had work overtime in numberless nights, having made double effort in order to achieve her dream. Facing with the hidden rules for a woman when dealing with business with man, the white collar kept her faith and absolute refusal to submit to the hidden rule. Just as the monologue said(2012): “You only smell my perfume, but not see my sweats. You have your own rules, but I have my own choice.” B. Story 2 The boy acted by Leo Chen devoted himself to drawing, but his father who was very against devoting to drawing though that drawing was useless and can not bring success to him. He thought that his son was a complete loser. Finally, the boy prove that his decision was right by the offer of a famous university. “You can deny my presence, but I will determine my future”. C. Story 3 The road to success was bound to hardships. Some people laughed at Leo that he was so poor that did not have the qualification to love. But Leo was confident that he would succeed in one day. D. Story 4 For success at home, Leo want to enter the international market. He give the foreigner manager his business plan being prepared by his team. However, the foreigner manager did not believe him and though they are too young and hasty to be successful. But Leo said “You can look down on our young, but we will prove who is the age belonging to”(2012). E. Story 5 And finally, Leo prove his success by great profits in the company and meeting warm reception among youth. “Dream is doomed to be a lonely travel, the way of which being full of questions and laughs;But what matters, we should live beautifully, even if we are beaten black and blue.” Leo said at the end of the advertisement (Zhan Jiaying, 2013). The advertisement was made by the form of Short Film which are very famous during the young people. It is composed of five stories with erotic monologue about two youths who were fighting for their dream, including accepted a university admission notice, make effort in workplace, expressing love etc. An independence, persevering, and struggling image was present in scenes. A micro struggling process of the indomitable hero and heroine was present in the advertisement which stuck a responsive chord in the hearts of the generations of 80s and 90s. For the stories been vividly presented in the scenes same experience, the advertisements hit deeply the targeted customers heart. Those are good for Jumei to abord talent and build up company image, such as passion, reason,struggling and dream which empathizing with the generations of 80s and 90s. The five stories in the advertisement tells that the youth has their own style of life that are different from the older generation. They are aspiring and audacious, at the same time, they are indomitable. Despite obstacles and setbacks in the process of achieving their dreams, they are persevering and hard-working. A youth, fashion, self-reliance was characterized by the Jumei which cater for most female,the Jumeis target customers.2.3 The achievements After the advertisement was issued in Hunan TV station, it immediately caught enormous peoples attention. The opinion leaders in all walks of life such as Sun Yang, the Olympic swimming champion, the noted compere, He Jion and the actor Han Gen, transmitted the advertising video in the Sina microblog and make comments on the video, He Jion who possess 240 million fans /system/2011-9-9/content_48417.shtml.2011on his microblog said(2012): “ To the advertisement of Jumei, I admit that I was moved by Leo Chens struggling experience.” “very impressive and very fantastic. It reflected the hot topic of the time.” (2012)commented by the investor of Jumei, Xu Xiaoping, the founder of the New Oriental.In the several month after the advertisement was issues, Jumei realized viral marketing successfully. Juemis CEO Leo Chen become hot in the Internet. His name, image, and the classical “the style of Leo Chen” was always a heated topic discussed by media and netizens in the Internet. Hundreds and thousands celebrities and the normal users all join in the J.As a result of that, the popularity and reputation of Jumei been improved dramatically which caused the traffic in the website and the daily transactions doubled in a short time. Due to the popularity of “the style of Leo Chen”, Leos company are popular among youths, and experiencing a growth rapidly with more than two hundred thousand daily orders and at lease 20 million daily turnover. With a strong momentum, Jumeis total turnover had considerably reached more than 7000 million in 2013 compared with 250 million in 2012 /2013/03/040935695849.shtml, 2013. 3 Analysis of the Reasons Why Jumei Gained a Great Success in TV Advertisement 3.1. Balance Theory 3.1.1 The Definition of the Balance Theory Balance Theory is a motivational theory of attitude change, proposed by Fritz Heider(1958). It conceptualizes the cognitive consistency motive as a drive toward psychological balance. The consistency motive is the urge to maintain ones values and beliefs over time. Heider(1958) proposed that sentiment or liking relationships are balanced if the affect valence in a system multiplies out to a positive result. For example: a Person (P) who likes an Other (O) person will be balanced by the same valence attitude on behalf of the other. Symbolically, P (+) O and P X P (-) O O (+) X F.Heider P-O-X modle 1 (/au/awc/awcgate/lanl/social_balance_0405041.pdf) Multiplying the signs shows that the person will perceive imbalance (a negative multiplicative product) in this relationship, and will be motivated to correct the imbalance somehow. The Person can either:Decide that O isnt so bad after all. Decide that X isnt as great as originally thought, or Conclude that O couldnt really have made X.Any of these will result in psychological balance, thus resolving the dilemma and satisfying the drive. Person P could also avoid object X and other person O entirely, lessening the stress created by psychological imbalance.To predict the outcome of a situation using Heiders Balance Theory, one must weigh the effects of all the potential results, and the one requiring the least amount of effort will be the possible outcome(Hao Zhiqiang, 2009).3.1.2 Application Balance Theory is also useful in examining how celebrity endorsement affects consumers attitudes toward products. If a person likes a celebrity and perceives (due to the endorsement) that celebrity likes a product, the person will tend to like the product more, in order to achieve psychological balance(Hao Zhiqiang, 2009).However, if the person already had a dislike for the product being endorsed by the celebrity, she may like the celebrity less in addition to liking the product more, again to achieve psychological balance.As to the Jumeis TV image advertising, it full of the elements such as youth, dream, characters that been proved to be popular among the youth from the comments on the advertising and the great number of visitors to the advertising video in Internet. Again to achieve psychological balance, man