The Legend of Brother P: A case study of enterprise innovation and entertainment marketing

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In recent years, the Internet industry as a new media has developed rapidly. With the standardization of regulation and the maturity of netizens ' mentality, Internet information has become an important source of public access to information. The recent network on the absolute base male topic and the legend of a series of short films, in a short span of 2 days to break 3 million of the click Rate, Research Xiang Group has surfaced, recognition of this entertainment marketing topics for corporate behavior. But even more bizarre, the P-brother legend of the hero "brother" is the company's marketing department of a senior executive personally play. The aim is to promote social public welfare through the form of entertainment, and to remind people to pay attention to the cultivation of social morals by the negative characteristic of their performances.

According to the IRIS Market Consulting comprehensive research and tracking statistics, the second half of 08 by the impact of the global financial crisis. 2008 China's network economy market size of 55 billion yuan, annual growth of 51.9%, compared to 2007 66.4% growth rate slowed. China's internet economy will benefit from a series of economic promotion measures such as increasing investment, stimulating domestic demand and promoting exports, and maintaining a more stable growth trend.

Because of the rapid growth of network communication and market effect, many traditional industries have been involved in network marketing and have made a "sideline" in brand communication. First launched or the media, the major TV show activities through the network, message platform for canvassing propaganda, for the column played a huge publicity effect. Then some domestic enterprises have followed, in the internet to carry out entertainment marketing. As a mass consumer goods in the network advertising, communication can be understood, but if it is similar to the group to do special computer industry also involved in the network amateurs, netizens will certainly feel. Whether the netizen, the media or the enterprise itself, in the enterprise entertainment marketing process are beneficiaries. Of course, this kind of entertainment marketing brings negative marketing is self-evident.

2003-2008 China Network Economy segment market share data show that the 2008 network advertising and online gaming is still the main source of network economic revenue, both accounted for 70.5%. The network game growth is stable, the market share is 37.8%, compared with 07 basically flat; Influenced by the Olympic factors, the network advertising market size reached 18 billion yuan in 2008, and the market share increased to 32.7%. and business-to-business E-commerce, travel reservations, network recruitment in the Olympic Games, the financial impact of the market share has declined.

Through this kind of entertainment network marketing, the research not only quickly expands the social populace popularity promotion, simultaneously also through this entertaining way, has brought more happiness to everybody. As for this network entertainment marketing behind the economic benefits, for enterprises, it should be a steady profit.