中国影视品牌植入已经历初期发展阶段,目前仍存在植入泛滥和手法生硬等问题。随着观众对影视品牌植入要求的不断提高,越来越多的广告主也意识到,在剧本构思阶段就要考虑品牌植入,在影视作品拍摄过程中随时协调,影视作品播出后要跟踪评估。根据艺恩咨询和世纪鲲鹏联合发布的《品牌植入市场研究报告》,影视品牌植入大致可划分为以下五个步骤: China’s film and television brand has undergone an initial stage of development, there are still some problems such as the proliferation of implants and abusive practices. With the continuous improvement of the implanted requirements of movie and TV brands, more and more advertisers are also aware that brand implants should be considered during the stage of the script design and should be coordinated at any time during the film and television production. Track evaluation. According to the “Endeavor Market Research Report on Brand Implants” jointly released by Enne Consulting and Century Kunpeng, the filming brand can be roughly divided into the following five steps: