中国现代军旅题材电视剧营销研究

发布时间：2018-07-08 13:27

本文选题：营销 + 受众　；参考：《重庆工商大学》2015年硕士论文

【摘要】：现代军旅剧作为我国电视剧的一个重要类型,长期以来都受到观众的喜爱,在我国的电视剧市场上占有重要地位。尤其到了2000年,现代军旅剧创作进入了高潮阶段,大量优秀作品涌现在电视荧幕上。与此同时,现代军旅剧的创作主体也发生了变更,参与市场程度加深,对市场营销模式提出了更高要求。本文在对我国电视剧营销状况整体把握的基础上,对现代军旅剧目前最主要的营销策略做出总结,借鉴其他文化产品成功的市场营销经验,提出适合现代军旅剧的营销模式。2000年以来的现代军旅剧积极参与市场,主要的营销策略包括:利用议程设置方式吸引观众注意、借助主旋律文化形成沉默的螺旋和打造优秀作品做到内容为王。通过运用这几种营销策略,取得巨大的市场成功的现代军旅剧代表作分别是《我的团长我的团》、刘猛“我是特种兵三部曲”和《士兵突击》。但值得注意的是,这几个经典营销案例虽然被后来的现代军旅剧模仿,却没能取得与之相仿的市场效果,最终无法形成可以批量复制的营销模式。在这样的情况下,大多数现代军旅剧的营销创新性不足,整体营销趋于保守。现代军旅剧要获得更加长远的发展,就必须在对电视剧市场现有营销模式有充分了解的基础上,结合自身题材特点,找到适合自己的营销道路,从而形成现代军旅剧的营销模式。通过本文研究可知,现代军旅剧之所以能够成为一个重要的电视剧类型,是因为既满足了主旋律宣传的需要,又迎合了观众对于英雄人物的期待,在电视剧播出时能够发掘诸多话题,打造相关的综艺节目,实现增值营销。而随着新媒体的发展,视频网站和移动视频端也开始参与电视剧市场播出权的竞争,现代军旅剧在售卖版权的过程中,应当把握住新媒体市场,实现创作方的利益最大化,保证投资者对现代军旅剧创作的热情。同时,现代军旅剧由于题材较为特殊,剧中涉及到的枪械模型多,剧情中的演习和战争场面适合开发网络游戏,可以参考其他文化产品产业链,开发与现代军旅剧相匹配的衍生品,增加盈利途径。从多个方面完善现代军旅剧营销链条,找到适合现代军旅剧的营销方式。
[Abstract]:As an important type of TV drama in China, modern military drama has long been popular with the audience and occupies an important position in the TV drama market of our country. Especially in 2000, the modern military drama creation entered the climax stage, a large number of excellent works appeared on the television screen. At the same time, the creative subjects of modern military dramas have also changed, and their participation in the market has deepened. Based on the overall understanding of the marketing situation of Chinese TV dramas, this paper summarizes the most important marketing strategies of modern military dramas, and draws lessons from the successful marketing experience of other cultural products. Put forward a marketing model suitable for modern military dramas. Modern military dramas have been actively participating in the market since 2000. The main marketing strategies include: making use of the way of setting the agenda to attract the attention of the audience, With the help of the theme culture to form the spiral of silence and to create excellent works to be king of content. Through the use of these marketing strategies, the masterpieces of modern military dramas, which have achieved great market success, are respectively "my head of the regiment", Liu Meng "I am the Special Forces Trilogy" and "soldiers assault". But it is worth noting that although these classic marketing cases were imitated by the later modern military dramas, they failed to achieve similar market effects and ultimately could not form a marketing model that could be reproduced in batches. Under such circumstances, the marketing innovation of most modern military dramas is insufficient and the overall marketing tends to be conservative. In order to achieve a more long-term development, modern military drama must find its own marketing path on the basis of a full understanding of the existing marketing model of the TV drama market and the characteristics of its own subject matter. To form the marketing model of modern military drama. Through the research of this paper, we can know that the reason why modern military drama can become an important type of TV series is that it not only meets the needs of the main theme propaganda, but also caters to the audience's expectation for the heroes. In TV series broadcast can explore a lot of topics, create related variety show, achieve value-added marketing. With the development of new media, video website and mobile video terminal also begin to participate in the competition of broadcasting right in TV series market. In the process of selling copyright, modern military drama should grasp the new media market and realize the maximization of the interests of the creators. To ensure investors' enthusiasm for the creation of modern military dramas. At the same time, because of the special theme of modern military dramas, the play involves many models of firearms. The exercises and war scenes in the plot are suitable for the development of online games. We can refer to other cultural product industry chains. Develop derivatives that match modern military dramas to increase profitability. To perfect the marketing chain of modern military drama from many aspects and find out the marketing method suitable for modern military drama.
【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】：G229.2-F

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