面对激烈的商战营销,明星已经成为典型的媒介资源。近年来,明星代言广告可谓红红火火,从众多的‘明星、大腕’频频露面于国内广告传媒可见一斑。当明星和名品这种“明上加名”的营销联姻,借助消费者心理特征而成为广告传播之利刃,带来的经济效益也起了乘数作用,使企业品牌更具有“含金量”。如何充分开发明星代言这座富矿?如何才能充分利用明星代言获得广阔市场? The face of fierce marketing war, celebrities have become a typical media resources. In recent years, celebrity endorsements can be described as booming commercials, from many of the ’stars, big names’ frequent appearances in the domestic advertising media can be seen. When the stars and famous brands such as “marketing name ” marketing marriage, with the psychological characteristics of consumers and become the cutting edge of advertising, the economic benefits have also played a multiplier effect, make the corporate brand more ". How to fully develop celebrity endorsement of this rich ore? How can we make full use of celebrity endorsements to obtain a vast market?