韩剧《来自星星的你》跨界营销传播研究

发布时间：2018-01-02 22:31

  本文关键词：韩剧《来自星星的你》跨界营销传播研究　出处：《中南民族大学》2015年硕士论文　论文类型：学位论文

  更多相关文章： 韩剧 跨界营销传播 植入式营销 整合营销传播

【摘要】：在中国这个文化市场,韩剧一直作为一支外来的主力军十分活跃。从1993年开始,韩剧就陆续登录中国。新世纪初,以《大长今》为代表的韩剧在中国掀起了一阵狂潮。之后,狂热的韩潮逐渐冷却下来,近几年再度爆发,并以傲人的收视成绩席卷中国电视剧市场,其中最有影响的是《来自星星的你》。反观国产电视剧的现状,虽然电视台投入巨资购入并在黄金时段播出,但在收视上却乏善可陈,无论是制造话题的能力还是影响力或营销力都难以望其项背。因此,《来自星星的你》也就成为2014年最值得研究的影视剧之一。而这部影视剧通过跨界营销传播的方式获得的巨大经济利润,也成为了众多学者研究的热门话题。本文从植入式营销、整合营销传播等理论出发,以《来自星星的你》作为主要的研究对象,通过文献梳理、个案研究、问卷调查、深度访谈等方法,着重研究这部影视剧的跨界营销传播。通过调研,作者总结分析出了《来自星星的你》跨界营销传播的具体表现,根据跨界营销传播的定义,可将该剧的表现分为跨屏化、跨媒介的营销传播以及跨产业、跨领域的营销传播。根据这部影视剧跨界营销传播的表现,再总结出《来自星星的你》跨界营销传播的规律与特点:即优秀的影视剧文本,精准的市场定位、全方位的传播开发以及突破以往韩剧模式的创新点。作者希望通过研究该剧跨界营销传播的具体表现,归纳出该剧跨界营销传播的规律与特点,并指出存在的问题,给出可行的解决对策,为我国影视剧的跨界营销传播提供微薄的借鉴之力。
[Abstract]:In this Chinese cultural market, drama has been as a foreign main force is very active. From the beginning of 1993, the drama began at the beginning of the new century. China login, with < > wellia as the representative of the Korean drama set off a frenzy in the Chinese. After the fanatical Han Chao gradually cooled down in recent years, broke out again and, with impressive performance ratings across the China TV market, is one of the most influential "status from the stars you. In contrast, domestic TV dramas, although television invested heavily to buy and broadcast in prime time, but in the ratings is not good, the topic of manufacturing ability or marketing force or influence can offer. Therefore, from the stars you < > has become one of the most worthy of the TV drama in 2014. Huge profits for the film and television drama through marketing communication way, has become many scholars A hot research topic. This paper starting from the product placement marketing, integrated marketing communication theory, from the stars you with < > as the main object of study, through literature review, case study, questionnaire survey, in-depth interviews and other methods, focusing on the film and television drama of the marketing communication. Through the investigation, the author summarizes the "specific performance from the stars you > marketing communication, according to the definition of marketing communication, the drama performance into cross screen marketing communication, cross media and cross industry, cross marketing communication field. According to the film and television drama marketing communication performance, and then summed up the law and" features from the stars you > marketing communication: excellent TV drama text, accurate market positioning, the development of a full range of communication and break through the Korean model innovation. The author hopes that through the research of the cross-border drama camp The specific performance of the marketing communication, summarizes the rules and characteristics of the cross-border marketing communication, points out the existing problems, and gives feasible solutions, so as to provide a slight reference for the cross-border marketing communication of China's film and TV drama.

【学位授予单位】：中南民族大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：J905
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本文编号：1371218