从理性消费时代步入情感消费时代,消费者在购买过程中不但注重功能的周全,更注意情感上的享受。在消费过程中产生愉悦、难忘、酷、爽等等体验,成为消费者的精神需求。于是,市场营销与娱乐的结合,在传统的传播手段中融入娱乐的音符,成为市场营销、产品推广的新工具。娱乐元素被注入产品、引入营销传播中,同空气、水一样无孔不入,成为消费过程中基 From the era of rational consumption into the era of emotional consumption, consumers in the purchase process not only focus on the comprehensive functions, but also pay attention to emotional enjoyment. In the consumer process to create pleasure, memorable, cool, cool and so experience, a consumer demand for the spirit. Thus, the combination of marketing and entertainment, the traditional means of communication into the notes of entertainment, marketing, product promotion as a new tool. Entertainment elements are injected into the product, the introduction of marketing communications, with the air, water, as pervasive, as a consumer base