《爸爸去哪儿》节目的广告营销研究

发布时间：2018-01-14 09:10

本文关键词：《爸爸去哪儿》节目的广告营销研究　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：《爸爸去哪儿》是湖南卫视2013年引进韩国MBC电视台《爸爸!我们去哪儿?》的一档亲子户外真人秀节目,现已播出两季共28期节目,节目月平均播放量高达1亿次以上,平均收视份额达17.85%,远超其他季播综艺节目位居当年第一位。随着《爸爸去哪儿》节目的热播,节目的赞助商们也受益颇多,带动销售额直线上升,因节目带来的巨大流量价值,其80%多的广告资源总招商在还没有开播的情况下就已经突破13个亿,创造了中国电视节目的多个第一。本文以《爸爸去哪儿》节目为主要研究对象,综合运用了市场营销、媒介营销等相关理论,对该节目的营销环境及营销策略进行了较为深入的分析与评价。重点分析了《爸爸去哪儿》节目内容差异化策略；乘胜追击——组合开发衍生产品；寓教于乐——在游艺娱乐中提炼出的育儿之道,以及通过成本导向、招标的方式实现价值最大化的价格策略和集合媒体内各部门的优势,通过电视、网络、手机、电影实现全媒体联动的渠道策略;利用广告宣传、各类营销活动及主题曲传唱、分析总结了《爸爸去哪儿》取得经济效益和社会效益双丰收的主要经验与成效。以韩国热播节目为蓝本,成功的进行本土化改造,广告“巧”植入深入人心,广告商品也随之销量剧增。从《爸爸去哪儿》的成功中分析提炼了节目广告营销的经验,以内容为王打造核心竞争力,优化品牌植入形式,充分利用整合营销传播和增强传播主体的资本和实力的主要经验。在充分肯定《爸爸去哪儿》节目广告营销策略的同时,针对节目隐性广告无处不在、过度炒作导致观众评价下降、节目内容老化导致收率降低的不足之处,文章有针对性地提出了转变广告传授双方关系,处理好广告与节目的关系以及节目卖点与社会伦理道德的关系来强化节目社会责任;建立原创保障机制通、打造核心竞争力避免同质化、充分利用大数据分析实现精准营销等创新思路。
[Abstract]:"where is Dad going?" Hunan Satellite TV introduced the South Korean MBC TV station in 2013 < Dad! Where are we going? A parent-child outdoor reality show has been broadcast for 28 episodes in two seasons, with an average monthly broadcast volume of more than 100 million shows, with an average audience share of 17.85%. Far ahead of other seasons, variety shows topped the list. With where's Dad going, sponsors benefited a lot, driving sales up sharply because of the huge traffic value the show brought. Its more than 80% advertising resources in the case of not yet launched in the case of a breakthrough of 13 billion, created a number of Chinese television programs. The main research object of this paper is the "where to Dad?" program as the main research object. Based on the relevant theories of marketing and media marketing, this paper makes a deep analysis and evaluation on the marketing environment and marketing strategy of the program. Development of derivative products by combination; Education in fun-the way to raise children in entertainment, as well as the price strategy of maximizing value through cost-oriented, bidding, and pooling the advantages of various sectors in the media, via television and the internet. The channel strategy of mobile phone and movie to realize the linkage of all media; Using advertising, various marketing activities and theme songs, this paper analyzes and summarizes the main experience and effect of "where to Dad" to obtain economic and social benefits. Successful localization transformation, advertising "skillful" implantation deeply rooted in the people, advertising products also increased dramatically. From the success of "where to Dad" analysis and refining the program advertising marketing experience. Take the content as the king to build the core competitive power, optimize the brand implantation form. Make full use of the main experience of integrating marketing communication and enhancing the capital and strength of the main body of communication. While fully affirming the marketing strategy of the program "where to Dad", the hidden advertising of the program is everywhere at the same time. Excessive hype leads to the decline of audience evaluation and the decline of yield due to the aging of program content. The article puts forward a change in the relationship between advertising and imparting. To strengthen the social responsibility of the program, we should deal with the relationship between the advertisement and the program and the relationship between the selling point of the program and the social ethics. Establish original guarantee mechanism, build core competence to avoid homogeneity, make full use of big data analysis to achieve precision marketing and other innovative ideas.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222;F713.8

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