解析湖南卫视明星制造的策略—本科毕业论文.doc

?? 毕 业 论 文 解析湖南卫视明星制造的策略 中 国 传 媒 大 学 2011年 4 月 22 日 摘 要 湖南卫视作为一个省级电视台，经过不断地改革和创新取得了很大的成功，在中国电视界异军突起。湖南卫视经过不断地失败与尝试，渐渐地确立了自己的模式。构建了“四轮驱动，整合营销”的服务模式。通过模仿国外节目结合本土环境和受众背景再创新与再开发开展了《超级女声》，《快乐男声》，《快乐大本营》，《天天向上》等娱乐节目。提出了“快乐中国”的核心。利用这些平台制造明星是湖南卫视和所有娱乐团体和节目最基本的工作，张韶涵，李宇春等都是被制造出来的明星，既然制造出来就要充分利用，签合同，买断出场权等方式让她们免费或低价出来演出，取得双赢。通过独播剧，自制剧，广告等来为湖南卫视创收视。中国今天社会文化生活思潮毅然在大踏步地变迁，湖南卫视需继续观察和探讨，但当前湖南卫视的营销策略非常值得其他省级电视台研究和学习。 关键词：湖南卫视 制造明星 营销策略 ABSTRACT Hunan Satellite Television set as a provincial television station， through continuous reform and innovation achieved great success， so far Hunan television has became to a most popular television in China. Hunan Satellite TV， after constant failures and attempts， gradually established their own models， construction of the four-wheel drive， integrated marketing approach. By imitating foreign programs combined with the local environment and to new audiences and re-development background carried out super girl， happy boy， happy citadel， make progress every dayetc. So here they proposed a core is Happy China， they set these television program as a platform to manufactured and training their own stars， Zhang Shao Han and Li Yu Chun both these star are manufactured by Hunan television， even through both them was manufactured， so they would make full use them to make the value. First they make a contract to keep them， by exclusive broadcast， advertising， etc. to create ratings for Hunan Satellite TV. Today’s China， people’s thinking and living standards have been a significant change. Hunan Satellite Television need keep attention and research in these areas. However， the current marketing strategy of Hunan Satellite TV is very worthy other provincial TV stations to study and learning. Key Words： Hunan Satellite TV, star manufacturing, marketing strategy目 录 中文摘要 ………………………………………………………………………… Ⅰ 外文摘要 ………………………………………………………………………… Ⅱ 绪 论 1 （一）研究基础 1 （二）研究目标 1 （三）研究方法 1 一、湖南卫视的概括 1 二，湖南卫视的创新 2 （一）开创了优秀的品牌栏目 2 （二）对受众需求进行分析 3 （三）结合本土环境与受众再度进行