1983-2014年央视春晚营销的沿革
发布时间：2018-07-25 06:40
【摘要】：在市场经济飞速发展的背景下,时代赋予了央视春节联欢晚会(简称“春晚”)更多的角色,春晚在经历了三十多年的风雨洗礼后逐渐成长为一个有着稳定收视群体和完整营销体系的传媒品牌,并逐渐成为经济形势的“晴雨表”和“风向标”,为广告主搭车“春晚”进行品牌传播提供了契机。本文从历史沿革的角度出发,分别从探索成长期、蓬勃发展期、徘徊不前期、突出重围期四个阶段系统阐述了1983年至2014年企业在央视春晚上的营销,并首次给“春晚营销”下定义,试图从这一历史集锦中为企业、央视春晚如何进行营销策略给予启示。
[Abstract]:Against the background of the rapid development of the market economy, the times have given CCTV Spring Festival Gala ("Spring Festival Gala") more roles. After more than 30 years of baptism, the Spring Festival Gala has gradually grown into a media brand with a stable audience and a complete marketing system, and has gradually become the "barometer" and "weather vane" of the economic situation. For advertisers to hitchhike "Spring Festival Gala" brand communication provides an opportunity. From the perspective of historical evolution, this paper systematically expounds the marketing of enterprises in CCTV Spring Festival Gala from 1983 to 2014 from the four stages of exploration, vigorous development, stagnation and outburst. It also gives the definition of "Spring Festival Gala Marketing" for the first time, trying to enlighten the enterprises from this historical collection and how to carry out the marketing strategy of CCTV Spring Festival Gala.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F
，
本文编号：2142958
[Abstract]:Against the background of the rapid development of the market economy, the times have given CCTV Spring Festival Gala ("Spring Festival Gala") more roles. After more than 30 years of baptism, the Spring Festival Gala has gradually grown into a media brand with a stable audience and a complete marketing system, and has gradually become the "barometer" and "weather vane" of the economic situation. For advertisers to hitchhike "Spring Festival Gala" brand communication provides an opportunity. From the perspective of historical evolution, this paper systematically expounds the marketing of enterprises in CCTV Spring Festival Gala from 1983 to 2014 from the four stages of exploration, vigorous development, stagnation and outburst. It also gives the definition of "Spring Festival Gala Marketing" for the first time, trying to enlighten the enterprises from this historical collection and how to carry out the marketing strategy of CCTV Spring Festival Gala.
【学位授予单位】：黑龙江大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F
，
本文编号：2142958
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