CCTV5《谁是球王》专题节目整合营销策略研究

发布时间：2018-06-01 22:49

本文选题：整合营销 + 体育栏目　；参考：《武汉体育学院》2016年硕士论文

【摘要】：近几年来,国内学术界已经意识到整合营销理论在电视媒体发展过程中的重要性。无论学术界还是业界都对整合营销理论进行了研究,并取得了不同程度的研究成果。但是,目前关于我国电视体育栏目方面没有涉及整合营销的研究。2013年中央电视台体育频道和中国乒乓球协会共同举办《谁是球王》赛事,节目由此产生。《谁是球王》作为体育频道一档全新的体育真人秀节目,能在短时间内获得观众的认可,与节目的制作和营销分不开。本文的研究对象是《谁是球王》的整合营销,文章试从整合营销理论对《谁是球王》栏目的营销进行个案研究。首先,文章将先对《谁是球王》节目构成和目前整合营销的现状进行多角度剖析;其次文章将发现节目与营销过程中发现的问题及其成因进行挖掘;最后,文章将提出节目的整合营销策略。本文采用文献分析、个案分析和专家访谈等研究方法,从整合营销角度分析《谁是球王》栏目的营销现状,探讨其在营销理论指导下为电视体育栏目的推广带来哪些质的飞跃,并提出相应的整合营销策略。本文发现,《谁是球王》营销方式分为水平整合和垂直整合。水平整合从信息内容、传播工具和传播要素资源三个面分析。垂直整合从市场定位、传播目标和品牌形象三个方面分析。《谁是球王》以播出平台和赛事倡导机构决定了节目的严肃性,笔者发现以下三方面不利于其营销的问题:第一,节目缺乏品牌意识导致品牌辨识度不高;第二,政治性较强导致节目地面推广不够;第三,没有利用制播分离的优势、节目管理分散没有专业的营销推广部分负责。最后经由4P理论提出《谁是球王》整合营销策略建议。本文认为《谁是球王》节目在追求社会效益的同时必须加强经济效益,不追求经济效益违背市场规律,只有提高节目的营销策略才能更好的使节目卖得更好,以提高节目制作水平,使节目可持续发展。文章的创新点主要体现在所选取的研究对象——《谁是球王》栏目的整合营销,目前可查阅的文献中没有涉及体育节目的整合营销研究。
[Abstract]:In recent years, domestic academic circles have realized the importance of integrated marketing theory in the development of TV media. Both academia and industry have carried on the research on the integrated marketing theory, and obtained the research results to varying degrees. However, there is no research on integrated marketing in China's TV sports programs. In 2013, China Central Television Sports Channel and the China Table Tennis Association jointly organized the "who is the King of the Ball" event? As a brand new sports reality show on the sports channel, it can get the approval of the audience in a short time, which is inseparable from the production and marketing of the program. The research object of this paper is "who is the ball king" integrated marketing, the article tries to carry on the case study from the integration marketing theory to the "who is the ball king" column marketing. First of all, the article will first analyze the composition of "who is the Ball King" program and the current situation of integrated marketing; secondly, the article will discover the problems found in the program and marketing process and their causes; finally, The article will put forward the integrated marketing strategy of the program. In this paper, using the methods of literature analysis, case analysis and expert interview, this paper analyzes the marketing status of "who is the Ball King" column from the angle of integrated marketing, and discusses what qualitative leap it brings to the promotion of TV sports column under the guidance of marketing theory. And put forward the corresponding integrated marketing strategy. This paper found that "who is the ball king" marketing methods are divided into horizontal integration and vertical integration. Horizontal integration is analyzed from three aspects: information content, communication tools and communication element resources. Vertical integration is analyzed from three aspects: market positioning, communication target and brand image. < who is the Globe King? > determines the seriousness of the program by broadcasting platform and competition advocacy organization. The author finds that the following three aspects are not conducive to its marketing: first, The lack of brand awareness leads to a low degree of brand recognition; second, a strong political nature leads to insufficient promotion; third, no use of the advantages of the separation of production and broadcasting, program management is decentralized and no professional marketing promotion part is responsible. Finally, through the 4 P theory put forward the "who is the ball king" integrated marketing strategy recommendations. This article thinks that "who is the ball king" program must strengthen the economic benefit while pursuing the social benefit, does not pursue the economic benefit to violate the market rule, only then enhances the program marketing strategy to be able to make the program to sell better, In order to improve the level of program production, make the program sustainable development. The innovation of this paper is mainly reflected in the integrated marketing of the selected research object, "who is the King of Ball", but there is no research on the integrated marketing of sports programs in the literature that can be consulted at present.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G222-F

【参考文献】