作品简介

　　随着新消费时代的到来，人们对产品娱乐性的需求越来越高，娱乐性需求已经成为一种刚性需求。未来商业竞争的发力点很大程度集中在如何通过赋予产品娱乐性以满足用户新的消费需求上。同时，在这个注意力日益稀缺的时代，如果你的产品和营销不具备娱乐性，不能够满足用户对趣味性、艺术性、情感性、社交性、流行性等的娱乐性需求，就很难获得消费者的关注并促成购买。

　　本书通过对用户娱乐性需求的深入剖析，总结出了一套赋予产品和营销娱乐性的、可全方位应用于商业创新的方法论——娱乐化思维。娱乐化思维不仅能够帮助企业实现在产品上的娱乐化和创新，同时也能够很好地帮助企业实现营销内容化、内容娱乐化，使企业在严重同质化竞争的市场环境中快速提升品牌竞争力，提升企业营销的获客效率，降低营销成本。

　　未来，“一切行业都是娱乐业”，所有生意都值得用娱乐化思维重做一遍！

　　泊明，跨界媒体人、娱乐化思维模型和剧组式管理模式开创者、娱乐化思维学院创始人。曾任南方都市报文体副刊中心主笔、南都传媒公司AND传播机构副总经理等职务，跨界于互联网、报纸、电视、电影、营销、文化旅游等行业多年。曾获中国晚报都市报新闻三等奖、南都新闻奖铜奖。曾任音乐剧《猫》《妈妈咪呀》中文版首席营销顾问、深圳卫视中国音乐金钟奖流行音乐大赛新媒体营销顾问、2015年今日头条“算数广州”发布会新媒体营销顾问、正佳集团首席娱乐官等。著有经管类畅销书《所有营销都是娱乐营销》《娱乐化思维》。被香港导演王晶誉为既懂娱乐又懂营销的人。

Introduction of works

With the advent of the new consumption era, people's demand for product entertainment is getting higher and higher, and entertainment demand has become a rigid demand. The future commercial competition will largely focus on how to satisfy the new consumer demand by giving the product entertainment. At the same time, in this era of increasingly scarce attention, if your products and marketing are not entertaining, can not meet the user's fun, artistic, emotional, social, popular and other entertainment needs, it is difficult to get consumer attention and promote the purchase.

Through the in-depth analysis of users' entertainment needs, this book sums up a set of methods to give products and marketing entertainment, which can be applied in all aspects of business innovation - entertainment thinking. Entertainment thinking can not only help enterprises to achieve entertainment and innovation in products, but also help enterprises to achieve marketing content and content entertainment, so that enterprises can quickly enhance brand competitiveness in the market environment of severe homogenization competition, improve the efficiency of enterprise marketing customer acquisition, and reduce marketing costs.

In the future, "all industries are entertainment industries", and all businesses are worth redoing with entertainment thinking!

Bo Ming, a cross-border media person, the creator of entertainment thinking model and crew management model, and the founder of entertainment thinking Academy. He used to be the chief writer of the Literary AND Supplement Center of Southern Metropolis Daily, and the deputy general manager of Nandu Media Company and communication agency. He has worked in the Internet, newspaper, television, film, marketing, cultural tourism and other industries for many years. He has won the third prize of China Evening News and the Bronze Award of Nandu News Award. He has served as the chief marketing consultant of the Chinese version of the musical "Cats" and "Mamma Mia!", the new media marketing consultant of the Chinese Music Golden Bell Award Pop Music Competition of Shenzhen Satellite TV, the new media marketing consultant of the 2015 Toutiao "Arithmetic Guangzhou" conference, and the chief entertainment officer of Grandview Group. He is the author of the bestselling book "All Marketing is Entertainment Marketing" and "Entertainment Thinking". He is praised by Hong Kong director Wang Jing as a person who understands both entertainment and marketing.