浅谈经纪人对明星的包装策略

浅谈经纪人对明星的包装策略(6800字)
摘    要
从艺术市场发展历程的成熟经验看，经纪人对文艺市场的健康发展具有举足轻重的作用。一个完整的文艺市场，不但要有演艺公司的适度成长，而且需要艺术经纪人的积极参与。经纪人在从明星转会、薪金、奖金、出场费、表演赞助费及明星演出运作费等其他商业利润中获取大笔佣金的同时，当然也为娱乐圈做了很大的贡献。只有先改变经纪人的模式，我们才有机会去改变目前中国内地娱乐圈的现状。陈百强、王菲、陈奕迅他们三个显然不是一类人，但是他们的成功少不了金牌经纪人陈家瑛的功劳。陈奕迅95年参加选秀出道，直到04年他的事业才如火如荼，这些不仅要归功于他的专业能力，我觉得最重要还是陈家瑛独到的眼光和她专业的知识帮助了陈奕迅。我认为这个时代是让观众来选择艺人，而不是艺人去选择观众。这样只有在娱乐圈的根源去改变，那就是改变经纪人传统的包装模式。本文分别从明星包装存在的问题、经纪人对明星包装的发展建议和建立完善的明星经纪行业制度等几个方面进行阐述。

关键词：经纪人  明星  包装  策略
 
Abstract
From the experiences of the development process to see the art market, the broker for the healthy development of the art market plays an important role. A complete theatrical market, not only have a moderate growth of performing arts companies, and the need to actively participate in arts brokers. Brokers in the transfer from the star , salaries, bonuses, appearance fees , sponsorship fees and star performances performing operational costs and other business profits get big commissions at the same time , of course, but also for the entertainment made a great contribution . Only first change agent model, we have a chance to change the current status of mainland China entertainment. Danny Chan, Faye Wong, Eason Chan, three of them obviously not a class of people, but their success ultimately gold broker chenjiaying credit. Eason debut 95 years to enter the draft, why in 2004 his career was in full swing yet. These are not only thanks to his professional ability; I think the most important thing chenjiaying unique vision and expertise helped her Eason. I think this era is to allow viewers to choose the artists, rather than the artist to choose the audience. Only in this way to change the root of entertainment, that is to change the traditional mode of packaging broker. In this paper, respectively, from the Star Packing Problems, brokers packaging development proposals for the star and the star of brokerage industry to establish a sound system of several aspects to elaborate.

[来源：http://think58.com]

Keywords: Agent Star Packaging Strategy

目    录

引言    1
一、经纪人概述    1
二、明星包装存在的问题    2
（一）经纪公司缺乏行业规范    2
（二）明星的个性化特色    2
（三）明星工具把控意识的缺位    3
三、经纪人对明星包装的发展建议    3
（一）建立明星测评定位机制    4
（二）细化明星包装部门，丰富明星包装层次    4
（三）善用明星工具，加强形象与资本的推广    5
（四）建立完善的明星经纪行业制度    5
结论    7
参考文献    8
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