A Study About Clothing Implant In Films And Television Programs Influence The University

Implant marketing mainly refers to adopting certain marketing strategies or methods to integrate brand visual symbols or product information into the content of movies,TV series or TV programs for the purpose of establishing brand image and marketing products.At present,implant marketing has become one of the important marketing methods,but the implant marketing of domestic clothing brand is still in the exploration and preliminary development stage.On the basis of the previous research results,this study selected the college students as the object of the implant marketing effect research,and explain the relationship between brand implant marketing and college students’ purchase willingness through questionnaire survey.At the same time,to find out the main factors that affect the effect of implant marketing,so as to help clothing brands,especially the new designer brand,better use this marketing method to obtain the young people’s clothing consumption market.This paper first combs the brand implant marketing related concept,and analyzes the purchase intention related theory,including the influence factors of purchase intention: cognition,emotion,perceived value respectively,at the same time has analyzed the main factor influence university students’ clothing purchase willingness.It lays a theoretical foundation for the establishment of the theoretical model of implantation marketing and the study of college students’ purchase willingness.Secondly,through the summary of relevant research theory,the relationship hypothesis between the four factors and college students’ purchase willingness to implant clothing,such as implantation mode,clothing perception quality,clothing and film plot fit degree,star attraction.The theoretical model is constructed and the experimental data are collected by questionnaire.Finally,through the SPSS statistical software to analyze the data,to demonstrate the hypothesis,and combined with the clothing placement in film and television cases,provide reasonable implant marketing advice for clothing brand.The main conclusions of this study are as follows:1.The clothing brand implantin the film and television can significantly affect the cognition,emotion and perceived value of the college students’ consumers,and the exposure of the clothing products in the film and television can improve the purchase willingness.2.Among the four factors which influence the effect of clothing brand implantation is star attraction > fit degree of clothing and film plot > implantation mode > clothing perception quality.3.The most important influence factor of college students’ purchase willingness to implant clothing is star attraction.Therefore,when clothing brand chooses co-implantation marketing film and television works,It is necessary to make a reasonable evaluation of the plot clues and the stars involved,and choose the works that are in line with the brand orientation and the consumer crowd.