韩剧的品牌营销策略及其对我国的启示

发布时间：2018-05-23 13:48

本文选题：韩剧 + 品牌　；参考：《中南大学》2009年硕士论文

【摘要】： 从20世纪90年代开始,以韩国电视剧(简称韩剧)为代表的“韩流”逐渐席卷全球。在一定意义上来说,韩剧的成功,不是某一部电视剧的成功,而是国家打造文化品牌的成功,是文化产业品牌营销的成功。因此,对韩剧的营销策略进行分析,对培育我国电视剧的国产品牌具有重要的理论价值与实际意义。本论文选取韩国电视剧作为研究对象,结合品牌学和市场营销学的知识,对韩剧的品牌营销策略进行了重点分析,并从实证角度,结合我国国情,提出了一套以塑造品牌为侧重点与导向的电视剧品牌营销方法。全文共分为六个部分。第一部分为绪论,主要介绍选题背景、研究现状、文章架构、研究目的及意义等。第二部分剖析了韩剧“热”现象及韩剧的品牌现状。第三部分探讨韩剧的品牌营销策略,从“定位明确”、“产品至上”、“价格优势”、“促销与分销”、“市场攻略”五个方面展开具体分析。第四部分是中韩电视剧的品牌营销比较分析,对比了两国电视剧在“产业政策”、“创作定位”、“制作特色”、“产播模式”、“营销发行”等五个方面的差异。第五部分着重分析韩剧品牌营销对我国电视剧产业发展的启示,提出了创造和谐的电视剧市场生态环境,立足文化根基之上的“东西结合”,价格、促销、分销“三管齐下”,发展专业电视剧制作机构及市场化用人机制,“走出去”的国际市场攻略等五点启示。第六部分为结语,提出了中韩电视剧应该相互学习,彼此借鉴,扬长避短,以实现中韩电视的互利双赢。
[Abstract]:Since 1990 s, Korean TV drama (Korean TV drama) has been sweeping the world. In a certain sense, the success of Korean drama is not the success of a certain TV series, but the success of national cultural brand building, and the success of brand marketing of cultural industry. Therefore, it is of great theoretical and practical significance to analyze the marketing strategies of Korean TV dramas and to cultivate the domestic brands of Chinese TV dramas. This paper selected Korean TV series as the research object, combined with the knowledge of brand and marketing, analyzed the brand marketing strategy of Korean TV drama, and from the empirical point of view, combined with the situation of our country. This paper puts forward a set of marketing methods of TV drama brand, which focus on and guide the creation of brand. The full text is divided into six parts. The first part is the introduction, which mainly introduces the background, the research status, the structure, the purpose and significance of the research. The second part analyzes the phenomenon of Korean drama "craze" and the current situation of Korean drama brand. The third part discusses the brand marketing strategy of Korean TV dramas, from the following five aspects: "definite orientation", "product first", "price advantage", "promotion and distribution" and "market strategy". The fourth part is the comparative analysis of brand marketing of TV series between China and South Korea, and compares the differences between the two countries in "industrial policy", "creative positioning", "production characteristics", "production and broadcasting mode", "marketing distribution". The fifth part focuses on analyzing the enlightenment of Korean TV drama brand marketing to the development of Chinese TV series industry, and puts forward the idea of creating harmonious market ecological environment of TV series, "combination of east and west", price, promotion and distribution based on cultural foundation, "three-pronged approach". The development of professional TV series production institutions and market-oriented employment mechanism, "go out" the international market strategy and other five enlightenment. The sixth part is the conclusion that Chinese and Korean TV dramas should learn from each other, draw lessons from each other, exploit their strengths and circumvent their weaknesses, in order to realize the win-win situation of TV between China and Korea.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：G229.1-F

【引证文献】