我国版权引进类真人秀节目营销策略研究

发布时间：2018-06-15 04:51

本文选题：真人秀节目 + 版权引进　；参考：《重庆工商大学》2015年硕士论文

【摘要】：全球化浪潮的袭来,各类电视节目在全球范围的流通速度明显加快,真人秀电视节目也伴随着这股浪潮进入了人们的视野。随着国内法律的完善以及业内对于版权保护意识的提高,从2012年开始国内刮起了引进国外真人秀节目版权的风潮,成为了真人秀节目引进的井喷之年。基于这个研究背景,本文将以我国版权引进类真人秀节目作为研究对象,采用文献回顾法、文本分析法和对比研究法对这种现象进行思考和分析,探究我国版权引进类真人秀节目的发展历史、现状和特征以及构建品牌节目过程中所采用的营销策略,接着提出营销策略中存在的问题及解决对策,最后便是对我国版权引进类真人秀节目营销策略的发展和创新提出展望,希望能为我国版权引进类真人秀节目的发展提供启示。文章共分为六章:第一章为绪论,主要阐明这个选题的研究背景、研究意义、研究方法、研究综述和相关概念;第二章是对我国版权引进类真人秀节目的引进历史进行梳理以及对发展现状进行归纳;第三章是对我国版权引进类真人秀节目的传播特征进行总结,分析出真人秀节目媒介内容的真实性与虚构性融合、媒介制作的记录性与戏剧性交叉、媒介传播的双向互动性特征;第四章是对我国版权引进类真人秀节目在构建品牌节目过程中所运用的营销策略,即受众定位准确、内容制作精良、渠道营销创新;第五章是提出营销策略中存在的问题:即同质化现象日益凸显,策划有余真实不足,内容低俗节目昙花一现,节目本身过分借鉴国外经验,节目中传统文化表现不足,对节目品牌盲目延伸;同时针对问题提出解决建议:即节目新颖避免雷同,全力还原节目真实度,转变内容宣扬主流价值观,摆脱依赖在模仿中成长,挖掘节目的人文内涵,维护品牌形象防止过度延伸;第六章是对我国版权引进类真人秀节目营销策略的发展趋势进行展望:即结合节目生存的内外环境进行本土化营销,密切关注受众关注焦点规划话题营销,规范合作方法和途径,完善渠道营销;
[Abstract]:With the attack of globalization, the speed of circulation of all kinds of TV programs in the world has been quickened obviously, and reality TV programs have also come into people's view with this wave. With the perfection of domestic laws and the improvement of the awareness of copyright protection in the industry, since 2012, there has been a trend of introducing foreign copyright of reality shows, which has become a blowout year for the introduction of reality shows. Based on this research background, this paper will take our country copyright imported reality TV as the research object, use literature review method, text analysis method and contrast research method to think and analyze this phenomenon. This paper probes into the development history, present situation and characteristics of the reality TV programs introduced by copyright in China, as well as the marketing strategies adopted in the process of constructing brand programs, and then puts forward the problems existing in the marketing strategies and the countermeasures to solve them. Finally, the author puts forward the prospect of the development and innovation of the marketing strategy for the introduction of copyright reality shows in China, hoping to provide enlightenment for the development of the introduction of the copyright of reality shows in China. The article is divided into six chapters: the first chapter is the introduction, mainly expounds the research background, research significance, research methods, research overview and related concepts; The second chapter is the introduction history of the introduction of China's copyright introduction of reality shows and the development of the current situation is summarized; the third chapter is to summarize the characteristics of the dissemination of China's copyright introduction of reality shows. Analyze the reality of reality TV program media content of the integration of authenticity and fictitious, media production record and dramatic cross, the two-way interactive characteristics of media communication; The fourth chapter is about the marketing strategies used in the process of constructing brand programs, that is, audience orientation is accurate, content is well produced, channel marketing innovation; The fifth chapter is to put forward the problems in marketing strategy: the phenomenon of homogeneity is becoming more and more prominent, the plan is more than real, the content of vulgar programs is short-lived, the programs themselves too learn from foreign experience, the traditional cultural performance in the program is insufficient. At the same time, it puts forward some suggestions to solve the problem: new programs to avoid similarities, to restore the reality of the program, to change the content to promote mainstream values, to get rid of relying on imitation to grow up, and to excavate the humanistic connotation of the program. The sixth chapter looks forward to the development trend of the marketing strategy of the copyright imported reality TV programs in China: that is, combining the internal and external environment of the existence of the programs to carry out local marketing. Pay close attention to audience focus planning topic marketing, standardize cooperation methods and approaches, improve channel marketing;
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222-F

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