近期被工商部门介入重点整治的美容整形行业,都有一个特点——这些企业都在广告宣传过程中擅用明星广告进行虚假宣传,或者擅用明星肖像进行形象代言。营销专家马文瑞老师认为,明星代言并非企业营销策略的关键点,市场消费者也并非唯明星代言就会冲动消费的。在采取明星代言的营销策略时,企业应该三思而行。 Recently, the business sector has been involved in the key remediation cosmetic plastic surgery industry, there is a characteristic - these companies are in the process of advertising the use of star advertising false propaganda, or good use of celebrity portrait image endorsements. Marketing expert Marvin Rui believes that the celebrity endorsement is not the key point of corporate marketing strategy, market consumers are not the only celebrity endorsement will impulse spending. Businesses should think twice before adopting a celebrity marketing strategy.