从《丑女无敌》看中国电视剧的互动营销.pdf

摘 要 互动营销是企业把消费者当作伙伴与之充分互动，让他们参与到产品的设 计、改进、生产等活动中，使产品更容易被接受，从而缩短产品进入市场的时 间，取得营销的成功。互动营销理念在电视剧市场的应用是主张将媒介、受众 和广告主三者的互动引入电视剧的制作、发行和播放的整个流程中，使内容的 制作播出与受众群体的收视偏好变化更紧密地实现动态匹配，从而建立起节目 制作与播出双重优化的商业运营模式，以实现电视剧品牌价值和广告价值的最 大化。电视剧的互动营销可以是建立在电视平台上的，也可以利用现代发达的 信息技术，借助各种互动媒体，特别是以互联网为平台进行互动式营销。 由于体制的特殊性、资源的稀缺性和内容生产环节的脆弱性，我国电视剧 市场渠道为王的状态还将在一定时期内存在，这给电视剧的制作和播出市场都 带来了诸多问题，传统营销模式也无法适应受众、广告主和电视台新的需要与 变化。因此，本文通过梳理互动营销的概念和意义，探讨互动营销在中国电视 剧市场的应用及问题，特别是通过重点分析系列剧集《丑女无敌》的互动营销， 提出对中国电视剧互动营销的启示，藉此希望为中国电视剧市场营销提供新的 思路和方法。 关键词：互动营销；丑女无敌；中国电视剧 Abstract Interactive marketing is the management that companies take consumers as the partners, fully interact with them, let them involved in product designing, improving and producing in order to make their products be more popular, shorten the period of products’ entry into the market, and get the success of marketing. Interactive marketing idea in teleplay market is to introduce the interaction of media, audiences and advertisers to the entire process of television production, trading and broadcasting. So program production and broadcasting match the audience’ references dynamically closely. This kind of double-optimized business model can create the maximum value of brand and advertisement. Teleplay interactive marketing can be implemented on TV, or through all kinds of interactive media, especially Internet, utilizing modern information technology. As the systems specificity, the scarcity of resources and the vulnerability of production processes, our TV channels for the kings state of the market will exist in a long period, bringing many problems to the production and broadcast markets. Traditional marketi