浙江电视台经济生活频道《新车族》比亚迪秦100广告投放策划方案

发布时间：2018-03-13 18:06

本文选题：汽车电视节目　切入点：广告投放　出处：《浙江大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着中国经济的不断发展,汽车产业发展势头良好,汽车用户的急剧增长,相关的信息需求也大幅上升,这为传媒业创造了良好的视听基础和空间。同时,汽车生产厂家与汽车销售的经销商的广告需求也为国内传媒业提供了广阔的生存空间。在此背景下,汽车电视节目应运而生,汽车电视栏目是专门以汽车和与汽车相关的事物为报道主体的电视栏目,其目标受众是有购车需求和关注车的人士,这其中潜藏着大量的汽车消费者。所以,电视汽车栏目是汽车品牌广告投放的尚佳选择。浙江经经济生活频道(下称浙江经视)《新车族》是浙江经视自主打造的一档综合类汽车节目。从目前来看,尽管电视汽车节目有着不错的收视率,较好的广告投放效应,与许多电视汽车节目一样,"新车族"也难以逃避营销手段滞后、栏目盈收压力大的问题,加之媒体竞争激烈、汽车制造商转投其他媒体的现状,在节目中如何设置广告以达到较好的传播效果值得深思。本方案策划的主题是比亚迪秦100在《新车族》栏目中的广告植入,试图以全新的方式打造植入式广告,取得较好的广告传播效果,最终目的是引导观众的消费行为。
[Abstract]:With the continuous development of China's economy, the automobile industry has a good development momentum, the rapid growth of automobile users, the related information demand has also increased substantially, which has created a good audio-visual basis and space for the media industry. At the same time, The advertising demand of automobile manufacturers and dealers also provides a broad living space for the domestic media industry. In this context, automotive television programs emerge as the times require. Automobile TV program is a TV program that mainly reports on cars and related things. Its target audience is people who buy cars and pay attention to cars. There are a large number of automobile consumers lurking among them. So, The TV automobile column is a good choice for advertising for automobile brands. Zhejiang Economic Life Channel (hereinafter referred to as Zhejiang Economic Life Channel) "New car Clan" is a comprehensive automobile program independently built by Zhejiang TV. From the current point of view, Although TV car programs have good ratings and good advertising effects, like many TV car programs, "new car families" can hardly escape the problems of lagging marketing methods, heavy column revenue pressure, and the intense competition in the media. The current situation of automakers switching to other media, and how to set up advertisements in the programs to achieve better communication results, are worth pondering. The theme of this plan is the placement of BYD Qin 100 advertisements in the "New car Clan" program. The purpose of this paper is to guide the audience's consumption behavior by trying to create the implantable advertisement in a new way, and to obtain better advertising communication effect.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F713.8

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