The "dream of Red Mansions" hits the treasures to dig the expert: borrows the red also to be careful

Cao Xueqin's painstaking work as a dream of red mansions has become the inexhaustible cultural treasures of the future generations. New "Red Mansions" in Beijing satellite TV hit, not only set off the people's interest in the dream, but also touched the nerves of many businesses.　　Many TV programs, many brands of goods to the "dream of Red Mansions" close, big Shop has a big shop strategy, shop has a small shop, and let us see how they are "borrow red". Red Mansion Program Suction Gold Youdao as Beijing satellite TV 2010 years most important a play, "A dream of red mansions" can be said to lift the power of the whole Taiwan, the reporter yesterday from Beijing TV drama Production Center learned that, around the "dream of Red Mansions", they have developed four projects: "A dream of a dream of a red mansion", "Solve Dreams", TV series special broadcast, Exclusive title for the premiere of the TV series.　　In these four advertising projects, "one person a dream of red mansions" and "dream" is to attract advertisers and specially produced programs. According to the Beijing TV advertising department published last month, "< dream of Red Mansions > Project Marketing" shows that the four advertising projects once launched, attracted the Bank of China Beijing Branch, China Telecom Beijing Company, Food and beauty business, such as the eyes, "dream of Red Mansions" to attract nearly 20 million of advertising revenue.　　And "A dream of Red mansions" in Anhui TV broadcast, only a 10-minute program, "Red Chamber Trio", for its 50 million of advertising revenue, can be seen in the dream of the advertising value. Red Mansion Commercial Road marketing There is the law in addition to these around the "dream of Hong Lou" ratings and derived from the TV program, many financial programs also locked in a dream of red mansions, to borrow hot events marketing their own business views.　　Financial media "The first financial" and Ningxia satellite TV every 22:00 strong file launched a series of special program "Li Guangdou business to solve the dream of red mansions." Before the "Three Kingdoms" hit, the famous brand strategy expert Li Guangdou has solved the "Three Kingdoms", this "dream of red mansions" nature can not give up. In Li Guangdou's view, the dream of Red Mansions is both an encyclopedia of Life and a book of marketing. Li Guangdou The story of the dream of red mansions in combination with the characters and modern business ideas.　　He also skillfully borrow hot topic, create "Xue message is also prefer to cry in the BMW car, do not want to sit in the back of the bicycle laugh, one is climbing up, determined to marry into the Giants," The golden sentence, by the new version of "Dream of Red Mansions" hit, the marketing effect quickly climbed Red Mansions have their own way in the TV series embedded advertising more and more crazy today, "a dream of Red mansions" as a serious classic theme, doomed and implanted advertising is not, but this can not stop this investment billion epic of the golden Footsteps, Shaohong came up with a better way of advertising return, "dream of Red mansions" actors become sponsors " Red Mansion Wine "brand endorsement. After the play was finished, Shaohong and Li Xiaowan took the cast to repay the business.　　Beijing satellite TV "people in a dream of red mansions," the talent show in Beijing, the city of Xifeng Hotel held, the actor Liade became the spokesman of the city of Wen Shuicheng, even Beijing TV's premiere celebrations, is also recorded here. As a TV series"Luxury" in the "dream of Red Mansions" in a mountain stone, a bowl of chopsticks, can find its value.　　During the broadcast of the dream of Red mansions, the ceramic painting factory, which undertook the production of the play's ceramic props, advertised their intimate relationship with the dream of Red mansions. Big brands have the practice of big brands, small businesses have small business practices, yesterday, the reporter found in Taobao search, "a dream of Red mansions" in the girls, young masters of the things, here can be netted to, "new" A Dream of Red Mansions Qing Wen's agate earrings, "" A Dream of Red mansions "precious tonic Poria Cocos powder", "Miaoyu Drink Liu'an Tea"　　are sold on the internet, the reporter in Taobao jewelry area search "dream of red mansions" there are 170 results, and some hairpin and other jewelry, also because of "a dream of Red mansions" hit and sales of sudden increase. Red Mansion Books new and old are fire the four famous classics of Chinese classics have been the treasure of the bookstore's Town store. Now by the "Red Mansion" heat, different versions of the "Dream of a Mansion", all kinds of interpretation of the "dream of Red mansions" books back to the temperature. and the historical value of the "dream of Red Mansions" comic books, comic books, sewing version of ancient books, also become a rare thing.　　It is reported that in Beijing Panjiayuan second-hand market, a full version of the "Dream of Red Mansions" comic strip was called to 200,000 yuan, and the Republic of China version of the "Dream of Red Mansions" sewing thread is also called to 10,000 yuan. Yesterday, the reporter interviewed the Xi ' an Han Tang Jia Hui Bookstore in the miss, she said that the bookstore will be on the "dream of Red Mansions" and related books to do a key display and recommendation, "At present, we bookstore sales and" dream of Red Mansions "related to 177 kinds of books, since June, these books sales are on the rise, especially for children reading and a dream of red mansions The book is very good sales. This is closely related to the TV show, many people watched the TV series, will want to turn the original book again carefully read. Reporter Lo Yuan marketing expert: Borrow red also should be careful against the public merchants "borrow red" phenomenon, the reporter interviewed yesterday Northwestern University Management school management professor, Northwestern University brand Research Center Director Lu Shanbing, he said this "borrow red" phenomenon is a pattern of event marketing, "a second-rate product, Perhaps it can through first-class marketing and packaging, produce first-class market benefits, but this does not mean that it is a first-class commodity. "For the goods by the film and television drama Marketing Way, Lu Shanbing teacher said:" Businesses are looking at the wide spread effect of TV dramas, but a business want to take the TV series marketing, will be influenced by TV dramas, the negative news will also affect the brand. But any brand, all need to have the premise of widespread popularity, can have the reputation. "As for the use of famous advertising, whether there will be degrading cultural treasures, Lu Shanbing said not necessarily," this is only a market choice, and cultural choice, moral choice is not directly related, mainly to see if there is market demand and selling point. "Newspaper reporter Lo Yuan