新媒体背景下电视综艺节目营销策略研究

发布时间：2018-05-12 18:30

本文选题：新媒体 + 电视综艺节目　；参考：《浙江传媒学院》2017年硕士论文

【摘要】：随着互联网技术,尤其是移动互联技术的发展,新媒体产生并且高速发展,对各行各业产生了深远的影响。新媒体环境下,信息传播速度加快,信息传播去中心化,传播方式也发生了翻天覆地地变化。本文第一部分为绪论,概括梳理了当前学术界对新媒体背景下电视综艺节目营销的研究现状,发现对于电视综艺节目营销方面,学者多是针对一种营销方式进行研究,或者是在传统媒体的背景下分析营销策略,因此本文对其进行整合,提出适合新媒体环境的电视综艺节目营销策略,由此确立了本文的研究意义。本文的正文部分首先分析了新媒体和电视综艺节目的特点,并且对文中的概念做出了界定。其次,分析电视综艺节目的盈利方式,主要包括:版权收益、广告收入和节目衍生品盈利。接着分析了在新媒体的背景下,电视综艺节目市场具有节目类型丰富多样,借鉴国外节目模式,市场范围日益扩大,四大卫视竞争格局,受广告商的青睐,受众需求越来越难以满足,受到网络综艺的冲击等市场变化。针对电视综艺节目市场在新媒体背景下发生的变化,结合菲利普·科特勒提出的6P营销理论,详细分析了新媒体背景下电视综艺节目的营销策略。主要包括:从电视综艺节目自身角度营销;利用播出渠道的多寡和节目打包策略来决定价格;利用手机视频APP和视频网站,拓宽营销渠道;利用非竞争性战略联盟、搜索引擎营销、社交媒体病毒性传播和官方媒体引导舆论来进行促销等。综上所述,本文将新媒体传播理论、电视节目理论、营销理论相结合,通过分析文献和案例研究新媒体背景下电视综艺节目的营销策略,对电视综艺节目营销的整体思路进行总结,希望能为电视综艺节目的营销提出参考意见。
[Abstract]:With the development of Internet technology, especially mobile interconnection technology, new media has been produced and developed rapidly, which has a profound impact on various industries. Under the new media environment, the speed of information dissemination is quickened, the information dissemination is decentralized, and the mode of communication has changed dramatically. The first part of this paper is the introduction, summarizes the current academic research status of television variety program marketing under the background of new media, and finds that for television variety program marketing, scholars mostly focus on a marketing method. Or under the traditional media background analysis marketing strategy, therefore this article carries on the conformity to it, proposed the television variety show marketing strategy suitable for the new media environment, thus established the research significance of this article. The main text of this paper first analyzes the characteristics of new media and TV variety programs, and defines the concept of the text. Secondly, the paper analyzes the profit ways of TV variety show, including copyright income, advertising revenue and program derivative profit. In the background of new media, the TV variety show market has rich and diverse program types, drawing lessons from foreign program models, expanding the market scope, the competition pattern of the four major satellite TV, which is favored by advertisers. Audience demand is becoming more and more difficult to meet, by the impact of network variety and other market changes. According to the change of TV variety show market under the new media background, combined with the 6P marketing theory put forward by Philip Kotler, the marketing strategy of TV variety show under the new media background is analyzed in detail. It mainly includes: marketing from the perspective of TV variety shows; using the number of broadcast channels and program packaging strategy to determine the price; using mobile video APP and video websites to broaden marketing channels; using non-competitive strategic alliance. Search engine marketing, social media viral communication and official media to guide public opinion to promote and so on. To sum up, this paper combines the theory of new media communication, television program theory and marketing theory, through the analysis of literature and case study on the marketing strategy of television variety show under the new media background. This paper summarizes the whole idea of TV variety program marketing, and hopes to give some suggestions for TV variety program marketing.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222-F

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