东方卫视《极限挑战》真人秀节目的营销策略分析

发布时间：2018-03-02 17:16

本文选题：东方卫视《极限挑战》　切入点：户外真人秀　出处：《内蒙古大学》2017年硕士论文　论文类型：学位论文

【摘要】：本文以《极限挑战》真人秀节目为主要研究对象,结合市场营销、媒介营销等理论,对节目的营销环境及营销策略进行了较为深入的分析。首先笔者对真人秀节目的定义、起源及发展做了简单的概述,罗列出目前我国所有的真人秀节目的分类,并对东方卫视的《极限挑战》节目做了简单的介绍,最后总结出其自播出以来所取得的辉煌成就。《极限挑战》节目能够在如此激烈的竞争市场中占有自己的一席之地,自有其成功的原因,笔者将其总结为如下的三点:一、对市场的深刻认识:这部分包括节目对人口环境的认识,对政治法律等环境的认识,对消费环境的认识和对竞争环境的认识。二、精准的营销定位:笔者首先对节目的明星嘉宾及受众进行定位分析,随后对《极限挑战》的节目内容进行定位分析,并找出与其他真人秀节目不同之处,最后分析了节目的城市定位。三、合理的营销组合:笔者运用了 4p等营销战略组合理论,分析了《极限挑战》节目的差异化产品策略,即不同于其他真人秀的全新形式,积极开发研制周边衍生产品;以不同形式确定广告商的价格策略;通过线上线下媒体相结合、微博制造高温语态、电影制作等提高节目收视率的渠道策略;以及加大宣传力度、利用宣传片投票场地、整合利用资源等营销活动促进节目收视率。在充分肯定《极限挑战》节目营销策略的同时,针对节目中人文内涵有待深化、社会责任有待加强、原创能力函待提高和精准定位有待强化等不足之处,文章有针对性地提出了通过融入传统文化精髓等方式深挖节目人文内涵;通过处理好娱乐与公益的关系以及节目卖点与社会伦理道德的关系来强化节目社会责任;通过打造核心竞争力避免同质化和充分利用大数据分析实现精准营销等创新思路。
[Abstract]:Based on the theory of marketing and media marketing, this paper makes a deep analysis of the marketing environment and marketing strategy of the reality TV show. First, the author defines the reality TV program. This paper gives a brief overview of the origin and development, lists the classification of all the reality TV programs in our country at present, and gives a brief introduction to the "extreme Challenge" program of Oriental Satellite TV. Finally, it sums up the brilliant achievements it has made since it was broadcast. The "extreme Challenge" program can take its place in such a fierce competitive market, which has its own reasons for its success. The author sums it up as the following three points: first, Profound understanding of the market: this part includes the program's understanding of the population environment, the understanding of the political and legal environment, the understanding of the consumption environment and the understanding of the competitive environment. Precise marketing positioning: the author first analyzes the star guests and audience of the program, and then analyzes the content of the program, and finds out the difference from other reality shows. Finally, it analyzes the city orientation of the program. Third, the rational marketing mix: the author uses 4p and other marketing strategy combination theory to analyze the differential product strategy of the "extreme Challenge" program, that is, it is different from other reality shows in a new form. Actively develop and develop peripheral derivative products; determine the price strategy of advertisers in different forms; combine online and offline media, Weibo creates high-temperature voice, film production and other channels to improve the ratings of programs; and step up publicity efforts. Using the propaganda film to vote, integrate and utilize the resources and other marketing activities to promote the ratings of the program. While fully affirming the "extreme Challenge" program marketing strategy, the humanistic connotation of the program needs to be deepened, and social responsibility needs to be strengthened. Original ability to be improved and accurate positioning to be strengthened and other shortcomings, the article pointed out that through the integration of traditional cultural essence and other ways to dig the humanistic connotation of the program; Through dealing with the relationship between entertainment and public welfare and the relationship between program selling points and social ethics, we can strengthen the social responsibility of the program, and avoid homogeneity and make full use of big data analysis to achieve precision marketing through building core competitiveness.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222

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