江苏卫视《超级女兵》微博营销方案

发布时间：2018-02-28 20:18

本文关键词： 户外真人秀微博营销情感互动 UGC　出处：《浙江大学》2015年硕士论文　论文类型：学位论文

【摘要】：近年来,国内真人秀发展迅速,尤其是以《爸爸去哪儿》为代表的户外真人秀影响广泛,但是对户外真人秀的营销,仅仅停留在表面,户外真人秀的社会化营销更是摸着石头过河,缺乏科学性与系统性。本设计以江苏卫视《超级女兵》为例,阐述新媒体环境下真人秀的社会化营销方法。在李曼莉的真人秀互动模式上,总结《星跳水立方》的营销模式,提出情感互动营销,把消费者个人情感差异和需求作为企业品牌营销战略的情感基础,以互动为核心,系统性地规划互动营销中的圈层营销,话题营销,视频营销。与传统营销手段不同,借用此营销方式,将增加互动主体,增强用户粘性,增多用户UGC产量。在此核心框架上,本文分为八大部分,前两部分是对于概念的梳理,以及项目背景介绍；第三部分是节目的看点,也是营销出发点；第四与第五部分,是微博策略的提出以及具体实施；第六部分是亮点以及创新点；第七部分是项目效果评估,最后则是总结展望。
[Abstract]:In recent years, domestic reality shows have developed rapidly, especially outdoor reality shows represented by where Dad goes. But the marketing of outdoor reality shows only stays on the surface. The socialized marketing of outdoor reality shows is even more unscientific and systematic. This design takes Jiangsu Satellite TV Super Women as an example. This paper expounds the socialized marketing method of reality TV under the new media environment. On the basis of Li Manli's interactive mode of reality show, it summarizes the marketing mode of "Star jumping Water Cube" and puts forward the emotional interactive marketing. Taking consumer individual emotion difference and demand as the emotional basis of enterprise brand marketing strategy, taking interaction as the core, systematically planning the circle marketing, topic marketing and video marketing in interactive marketing. Using this marketing method, we will increase the interaction subject, enhance the user stickiness, increase the UGC output of the user. On this core frame, this paper is divided into eight parts, the first two parts are the combing of the concept, and the background of the project; The third part is the focus of the program, but also the starting point of marketing; part 4th and 5th, the strategy of Weibo and the specific implementation; part 6th is the bright spot and innovation; part 7th is the evaluation of project results, and finally is a summary of prospects.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222

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