省级电视台自制剧的营销研究

发布时间：2018-01-24 04:02

本文关键词： 省级电视台自制剧营销　出处：《新疆大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着人民文化生活水平的提高，，观众对于电视剧的需求持续加大。在今后相当长的一段时间里，电视剧仍然是人民欣赏电视节目的重要元素。同时，电视剧也是省级电视台之间争夺收视率的利器。但由于近年来优质电视剧资源的匮乏，以及电视剧单集价格的不断飙升，许多制作公司生产的电视剧已经超出了大部分电视台的购买能力，而对电视台而言，伴随着高投资而来的就是高风险。面对这种现状，由电视台直接介入电视剧的出品和制作，并担当营销的主要角色，将成为省级电视台越来越多采用的方法。对电视剧尝试以品牌的方式进行营销管理，不仅可以使省级电视台电视剧品牌形象得到大幅提升，同时有利于打造全国性的优势播出平台，并且进一步加强省级电视台在全国的影响力和竞争力。目前我国很多省级电视台纷纷尝试了自制剧的生产播出，在获得了关注度和经济效益的同时却受到了业内和观众的很多批评。我国自制剧的发展还处于初级探索阶段，暴露出了种种的问题，比如：题材单一，翻拍程度高，植入式广告太多，下游产业链空白等问题。本文选取几个省级电视台的自制剧作为研究对象，运用媒介经营管理中的媒介营销以及营销学的相关知识，对其暴露的这些问题进行分析，并探讨对策，最后为我国省级电视台自制剧今后的营销发展提供有益的建议。
[Abstract]:With the improvement of the people's cultural living standard, the audience's demand for TV series is increasing continuously. For a long time in the future, TV series will still be an important element for people to appreciate TV programs. At the same time. TV dramas are also provincial TV stations fighting for ratings between the sharp weapon. However, due to the lack of high-quality TV series resources in recent years and the soaring price of TV series, many production companies have already produced more TV series than most TV stations can buy, and for television stations. Facing this kind of situation, the TV station is directly involved in the production and production of TV series and plays the main role in marketing, which will become the more and more methods adopted by provincial TV stations. The marketing management of TV series by brand can not only promote the brand image of provincial TV stations, but also help to create a national dominant broadcasting platform. And further strengthen provincial TV stations in the national influence and competitiveness. At present, many provincial TV stations have tried to produce and broadcast their own dramas. At the same time, it has been criticized by the industry and audience. The development of self-made drama in China is still in the initial stage of exploration, exposed a variety of problems, such as: a single theme. High degree of remake, placement advertising too much, downstream industry chain blank and other issues. This article selects several provincial TV stations' self-production drama as the research object, uses the media marketing and the marketing related knowledge in the media management, carries on the analysis to its exposed these questions, and discusses the countermeasure. Finally, it provides some useful suggestions for the marketing development of provincial TV stations in the future.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J905;G229.24-F

【共引文献】