浅析综艺节目植入广告的营销传播策略..docxVIP

2017届毕业设计（论文）浅析综艺节目植入广告的营销传播策略 —以《爸爸去哪儿》为例学生姓名： 学 号： 班 级： 专 业： 学 部： 指导教师： 二〇一六年十一月浅析综艺节目植入广告的营销传播策略 —以《爸爸去哪儿》为例Analysis on the marketing communication strategy of the variety show implant advertisement-- Taking Dad, where are we going? as an example 学生： 班级： 学号： 学部： 专业： 指导教师： 职称： 工作单位： 毕业设计（论文）完成时间： 自 年 月 至 年 月摘 要随着生活水平的提高，各种各样的广告充斥于视频、网页、电视节目之中，观众对于重复低俗广告的忍受度越来越低，如何在消费者可接受的范围之内迅速抓住消费者的眼球，使消费者能够接受所宣传的产品便成为了研究课题。植入式广告由于具有宣传形式多样、观众印象深刻、受众观感较好等特点，目前正被广泛地应用于电视、电影及综艺节目之中。虽然植入式广告具有很好的优点，但在目前的应用中还存在着一些问题，比如产品的代入过于僵硬，产品与节目不相匹配等。本文试图通过对《爸爸去哪儿》节目中植入式广告的方式进行总结，以此反映国内综艺节目中植入式广告的营销策略，通过分析《爸爸去哪儿》节目中植入式广告营销策略的优劣，对国内综艺节目植入广告提供一些建议。关键词：综艺节目；植入广告；营销传播策略；《爸爸去哪儿》AbstractWith the improvement of living standards, all kinds of advertisements are full of videos, web pages and TV programs.The audience for repeated vulgar advertisements of tolerance is more and more low, the range of acceptable to consumers how to quickly seize the attention of consumers, so that consumers can accept the advertised products has become a research topic.Product placement due to various forms of propaganda, a deep impression on the audience, the audience perception of good characteristics, is currently being widely used in TV, film and entertainment programs.Although Product placement has the advantages of good, but there are still some problems in the present application, such as product substitution is too stiff, products and programs do not match.This paper tries to Dad, where are we going Product placement program to sum up the way, in order to reflect the Product placement of domestic variety show in the marketing strategy, through the analysis of Dad, where are we going” to Product placement marketing strategy in the program where the pros and cons, provide some suggestions to the domestic variety show ads.Keywords：Variety show; Implant advertising; Marketing communication strategy; Dad, where are we going 目 录绪 论71. 选题背景72. 研究目的及意义73. 研究方法74. 国内外研究现状8一、国内综艺节目植入式广告现状概述81.植入式广告概述82. 国内综艺节