浅谈《非诚勿扰》的品牌营销策略

发布时间：2018-03-02 14:08

  本文选题：浅谈　切入点：非诚勿扰　出处：《中国广播电视学刊》2013年03期 　论文类型：期刊论文

【摘要】：正时下最火爆的婚恋交友类节目《非诚勿扰》从2010年1月开播至今已有三年了,收视率一直高居各省级卫视同类型节目的榜首。该节目自推出以来,一边备受争议,一边观众热捧。在众多电视相亲节目的激烈竞争中,《非诚勿扰》是如何脱颖而出的?笔者认为,《非诚勿扰》高明的品牌营销策略,是该节目保持热度的原因之一。一、出奇制胜:策划引发争议的话题《非诚勿扰》的品牌营销策略之一,就是出奇制胜。喜新厌旧、追求新奇是人的一种天性,新奇事件犹如导火索,一旦点燃某个话题,必然引起社会的高度关注,进而引起全社会的讨论,最终在消费者心中留下很深的印象。
[Abstract]:It has been three years since the most popular dating show, if you are the one, aired in January 2010, and has consistently topped the list of provincial satellite TV shows of the same type. The show has been controversial since its launch. In the fierce competition of TV dating shows, how does "if you are the one" stand out? The author believes that the brilliant brand marketing strategy of "if you are the one" is one of the reasons why the program has maintained its popularity. First, it is one of the brand marketing strategies to plan the controversial topic of "if you are the one". The pursuit of novelty is a kind of human nature. Novelty is like a fuse. Once a topic is lit, it will inevitably arouse the high attention of the society and thus cause the whole society to discuss it. Finally left a deep impression in the heart of the consumer.
【作者单位】： 浙江永康电视台;
【分类号】：G222
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本文编号：1556838