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Research on Cross-border Marketing of Brands in the Mobile Internet Age Based on Networked Variety Programs

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DOI: 10.23977/gebm.2019.004

Author(s)

Xuehong Zhao

Corresponding Author

Xuehong Zhao

ABSTRACT

With the continuous development of network technology, more and more network variety shows have become mainstream culture, and many brands have succeeded in marketing with excellent network variety programs. However, there are still some problems in the rapid development of network variety show embedded marketing, which needs to be paid attention to and solved. This paper firstly defines the concept of implantable marketing and network variety programs, and analyzes the development status of networked product marketing. The study found that there is still an incompatibility between the implanted brand and the program content, the effect is lower than expected, similar products or brands appear in the same program, resulting in the network variety show benefits crash, the lack of artistry, the homogenization of expressions, etc. Based on the analysis of the causes, this paper proposes a development strategy for the embedded marketing of network variety programs.

KEYWORDS

Cross-border marketing, Network variety show, Implantable marketing

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