摘要早在上个世纪，明星就开始走出银幕，成为商业界的宠儿，在当前的社会条件下，明星的价值已经不仅仅局限于电视、电影当中，在很多商业活动当中我们也能够看到明星的影子，可以说明星已经从所谓的神坛上走了下来，然后开始更加贴合群众。明星拥有巨大的号召力以及影响力，不同的时代，人们都十分的喜爱明星，这些明星或者拥有良好的外表、拥有优质的演技或者有着自身的特点，在当前的时代条件下，人们无时无刻的不受到明星的影响，而正是基于这样的原因，很多商家看到了明星效应的巨大魔力，看到了明星代言的市场前景，他们开始邀请明星来代言自己的产品，通过明星代言来进一步提升产品的实际价值，提升产品的社会影响力，由此，有很多商家通过这种方式获取了更多的利润，也有一些明星代言丑闻的发生。因此，本文将重点分析，明星效应对于消费者的影响现状，通过问卷调查的形式，调查我校学生对于明星代言的看法，根据消费者对于明星代言的看法进一步提出对策来解决消费者心理中对于明星代言的消极看法，更加重视明星代言的积极意义。76268

Abstract:Early in the last century, the stars began to come out screen, become the darling of the business community, in the current social conditions, the value of the star has not only limited to television, film which, in many commercial activities which we can see the stars shadow, we can say the star has gone down from the altar called, then begin a more fitting masses。 Music has a huge appeal and influence of different times, people are very fond of the star, the star or have a good appearance, it has an excellent acting or has its own characteristics, under the current conditions of the times, people are not all the time affected by the star, and it is for this reason, many businesses see a huge magic star effect and see the celebrity endorsement market prospects, they began to invite celebrities to endorse their products, through celebrity endorsements to further improve the actual product value, enhance the social impact of their products, thus, there are a lot of businesses in this way to get more profits, there are some celebrity endorsements scandals happen, so this article will focus on the analysis, the impact of the star effect the status quo for consumers, through a questionnaire, survey our students for celebrity endorsements of view, based on consumer views of the celebrity endorsements to come up with strategies to further the settlement of consumer psychology in the negative perception of celebrity endorsements, celebrity endorsements pay more attention to the positive。

毕业论文关键字：消费者； 明星效应； 影响

Keywords: Consumers; star effect; influence

目  录

第一章 引言 5

1。1 研究的背景以及意义 5

1。2 研究的内容 5

1。3研究的方法 6

1。4本论文的创新点 6

    1。5 本文的技术路线图 6

第二章 论明星效应对消费者影响的现状 8

2。1消费者方面 8

2。1。1效仿心理 9

2。1。2追求时尚消费心理 9

2。2媒体方面 10

2。2。1商业利益的本能驱使 10

2。2。2大众媒体缺乏自律 10

2。2。3制造商缺乏质量意识