电视剧运营中的娱乐营销
发布时间：2018-08-05 13:33
【摘要】：随着信息高速传播的互联网时代来临,新媒体迅速崛起,电视剧营销已经从最初单一的预告宣传1.0时代,经历纯广告植入的2.0时代,如今已发展到跨品牌合作的娱乐化营销3.0时代。无娱乐,不营销,成为制片方和品牌方的共识。但营销手段的多元化并不能替代营销主体的精品化,"内容为王"既是对影视作品的高要求,更是对营销策划案的严标准,一部高品质的影视作品,配以一系列精准定位的营销策划,必将成就"爆款剧"的诞生。而"互联网+"也将成为娱乐营销的主战场,制片方与品牌方的多维深度合作才是电视剧行业未来发展的内在动力。
[Abstract]:With the advent of the Internet era of high-speed information dissemination and the rapid rise of the new media, TV marketing has experienced 2.0 times of pure advertising implantation from the initial 1.0 era of preannouncement propaganda. Now has developed to cross-brand cooperation entertainment marketing 3.0 times. No entertainment, no marketing, become the producer and brand side of the consensus. However, the diversification of marketing means can not replace the quality of the main body of marketing. "content is king" is not only a high demand for film and television works, but also a strict standard for marketing planning cases, a high-quality film and television works. With a series of precise positioning marketing planning, will achieve the birth of "popular style drama." "Internet" will also become the main battlefield of entertainment marketing. The multidimensional and deep cooperation between producers and brands is the internal motive force for the future development of TV series industry.
【作者单位】： 河北广播电视台;河北广播电视台节目购销中心;
【分类号】：G229.2-F
本文编号：2165949
[Abstract]:With the advent of the Internet era of high-speed information dissemination and the rapid rise of the new media, TV marketing has experienced 2.0 times of pure advertising implantation from the initial 1.0 era of preannouncement propaganda. Now has developed to cross-brand cooperation entertainment marketing 3.0 times. No entertainment, no marketing, become the producer and brand side of the consensus. However, the diversification of marketing means can not replace the quality of the main body of marketing. "content is king" is not only a high demand for film and television works, but also a strict standard for marketing planning cases, a high-quality film and television works. With a series of precise positioning marketing planning, will achieve the birth of "popular style drama." "Internet" will also become the main battlefield of entertainment marketing. The multidimensional and deep cooperation between producers and brands is the internal motive force for the future development of TV series industry.
【作者单位】： 河北广播电视台;河北广播电视台节目购销中心;
【分类号】：G229.2-F
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