毕业论文----整合营销沟通视角下的湖南自制剧.doc

整合营销沟通视角下的湖南自制剧 摘要：当今中国电视剧的市场竞争日益激烈。总的来说，电视剧争夺经过混乱轮播、买断独播的高潮后，迎来了以美剧“播出季”为启发模式的电视频道自制季播剧模式。以湖南卫视制作的《丑女无敌》为始祖，国内各大电视台争相参与到自制电视剧的时尚潮流中来。作为当下流行于市场营销领域的经典理论，整合营销沟通（IMC）着眼于借助各种途径和渠道传播进行一致诉求，以综合和协调的多种传播形式和组合来实现传播效果的最大化。把这一经典理论运用到自制季播剧的传播和营销过程中，有利于电视媒介在日趋激烈的电视剧市场竞争中，实现自制剧传播效果的最大化和营销目标的实现。 尽管当前许多电视台纷纷参与到这一时新做法中来，但各方无论是在理论还是在实践上，都对整合营销传播理论在自制剧发展方面的影响和意义存在着认识不足和偏差，这不得不说是制约国内自制剧发展的一个重要问题。因此，本文立足于对整合营销沟通视角下的湖南自制剧进行分析，从IMC理论适应于自制剧的影响与作用维度出发，期能裨益于我国媒介自制剧的发展理念和市场实践，暨不仅能推动整合营销沟通理论完成中国的本土化和理论推进，也能更好地促进自制剧发展和国内电视剧市场的成熟。 关键词：整合营销传播；湖南自制剧；季播剧；营销手段 A Study on Television Play Series Created By Hunan Television Through Integrated Marketing Communication Culture Industry Management 　Huang Changlian Abstract：The competition of Chinese TV series becomes more and more fierce. Generally speaking, after the chaos replay of the TV series and franchising particular TV plays, the warfare among the television stations in China have reached the high point. The advent of a definitely fresh form of TV series has inspired the TV stations in this field that is the Seasonal TV series created by TV stations on their own. The Ugly Wudi produced by Hunan Satellite Television has set an unprecedented example for other TV stations, which are leaded to join this new trend. As the most popular theory in the field of marketing research, Integrated Marketing Communication (abbreviated as IMC) is aimed at combining every kind of methods and channels to fulfill of the requirement of the market, which quite encourage the variety of the TV series’ forms to make the greatest profits. It is helpful to apply this classical theory to the dissemination and the marketing of these native TV plays. Moreover, it is beneficial to maximize the influence of the TV series and achieve the marketing goals in such a fierce competitive environment. Although many executives in TV stations have adopted this new method to create the TV plays, the application of this classical theory is still far from being satisfied. Some eve