新媒体时代电视节目营销模式创新的研究

发布时间：2018-06-18 09:33

本文选题：电视节目 + 营销模式　；参考：《辽宁大学》2015年硕士论文

【摘要】：在电视产业化升级背景下,电视节目竞争日益激烈。对于电视节目生产者来说,如何将电视节目进行有效推广至关重要,这也使得电视节目与营销的紧密度大大增强。在新媒体时代,电视受众收视行为习惯发生改变,传统电视节目营销模式由于营销主体本位的局限、覆盖式传播等方面的限制,使传播效果无法有效实现。而新媒体在电视节目营销模式创新进程中具有举足轻重的作用,电视节目的营销模式与新媒体存在着内在的共生关系。因此,在新媒体时代,电视节目营销模式创新已成为亟待解决的现实问题。同时,电视节目为何进行营销模式的创新以及如何进行营销模式创新,都是摆在业界与学界面前亟待研究的问题。现有研究成果大多对电视节目营销模式进行个案分析,并未形成完整的理论框架。本文运用经典的4p理论,通过对电视节目营销模式创新的研究框架、影响因素、必要性等问题所进行的深入分析和系统研究,探讨和挖掘新媒体时代电视节目营销模式的创新路径,丰富了电视节目营销模式的理论体系,为电视节目营销实践提供建议。本文的研究重点大致如下:首先,在界定电视节目营销模式创新、新媒体时代等相关概念和特征的基础上,通过对4P理论的阐述,论证4P理论对于研究电视节目营销模式创新问题的科学性,并以此为基础构建电视节目营销模式创新问题的研究框架。其次,以4P理论为基础,从电视节目产品、电视节目价格、电视节目渠道以及电视节目促销的角度来梳理电视节目营销模式的动态演进,进而探寻电视节目营销模式创新的影响因素。再次,以电视节目营销模式创新的影响因素为出发点,通过分析传统电视节目营销的桎梏以及电视节目营销模式创新的动力来论证电视节目营销模式创新的必要性。然后,以4P理论为支撑,从电视节目核心产品与相关产品开发、基于受众和营销者视角的价格因素创新、互联网、手机、电视新媒体等渠道的营销、新媒体与传统媒体促销等方面探求新媒体时代电视节目营销模式的创新路径。最后,对《中国好声音》第三季和腾讯新媒体的营销模式创新实践进行案例分析。
[Abstract]:Under the background of TV industrialization upgrading, TV program competition is becoming increasingly fierce. For the producers of TV programs, it is very important to popularize TV programs effectively, which greatly strengthens the closeness between TV programs and marketing. In the new media era, the TV audience's behavior habits have changed, the traditional TV program marketing mode is unable to realize the communication effect effectively because of the limitation of the marketing subject standard and the overlay communication. The new media plays an important role in the innovation process of TV program marketing mode, and there is an inherent symbiotic relationship between TV program marketing mode and new media. Therefore, in the new media era, TV program marketing model innovation has become a real problem to be solved. At the same time, why TV programs innovate marketing mode and how to innovate marketing mode are urgent problems to be studied in front of industry and academic circles. Most of the existing research results on TV program marketing model case analysis, has not formed a complete theoretical framework. Based on the classical 4p theory, this paper makes a thorough analysis and systematic study on the research frame, influencing factors, necessity and so on of the innovation of TV program marketing mode. This paper discusses and excavates the innovative path of TV program marketing mode in the new media era, enriches the theoretical system of TV program marketing mode, and provides suggestions for TV program marketing practice. The research focus of this paper is as follows: firstly, on the basis of defining the relevant concepts and characteristics of TV program marketing mode innovation, new media era and so on, through the elaboration of 4P theory, This paper demonstrates the scientific nature of 4P theory in studying the innovation of TV program marketing mode, and constructs the research framework of TV program marketing model innovation based on 4P theory. Secondly, based on 4P theory, the dynamic evolution of TV program marketing model is analyzed from the perspectives of TV program product, TV program price, TV program channel and TV program promotion. Then explore the influencing factors of TV program marketing mode innovation. Thirdly, by analyzing the shackles of traditional TV program marketing and the motive force of TV program marketing model innovation, the necessity of TV program marketing model innovation is demonstrated by analyzing the influencing factors of TV program marketing mode innovation. Then, with 4P theory as the support, from the TV program core product and the related product development, based on the audience and the marketer angle of view price factor innovation, the Internet, the handset, the television new media and so on channel marketing, New media and traditional media promotion and other aspects to explore the new media era TV program marketing mode innovation path. Finally, a case study of the third season of China Sound and Tencent's new media marketing model innovation practice is carried out.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222-F

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