中国电视娱乐节目营销策略研究.docVIP

摘要 中国电视制度近三十年来的变迁是中国大众传媒发生的迅速而剧烈的变革的行业展现。与这些现象相伴而来的突出的趋势是：经营活动在中国大众传媒生存和发展中的地位日益重要，媒介越来越多地以“企业行为”进入“媒介市场”。 电视娱乐节目对电视台的收益具有很大的价值，但是这种价值要采用适当的营销手段才能发挥出来。近几年出现的“选秀热”“冲关热”“K歌热”“交友热”“秒杀热”都不同程度的反应了营销就是电视娱乐节目的血液，电视娱乐节目只有成功的营销，才能实现传播的最大化。产品营销、品牌营销、互动营销、体验式营销还有跨平台多产业链整合营销等营销方式，都已进入电视娱乐节目当中。而娱乐节目也呈现出市场化、体验化、平民化等趋势。 关键词：电视娱乐节目 营销策略 发展趋势 Abstract Changes in the last three decades of Chinas TV system is quick and the mass media place showing dramatic changes in the industry. Goes hand in hand with these phenomena prominent trend: the mass media operations in China, the survival and development of the increasing importance of the media more and more corporate behavior into media market. TV variety entertainment programs on television returns with great value, but this value to the use of appropriate marketing tools to play. In recent years, theres hot picks Chong Guan hot K Song fever and friends hot hot spike reflects the varying degrees of entertainment marketing is the television variety of blood, only a successful television variety entertainment of marketing, to achieve maximum transmission. Product marketing, brand marketing, interactive marketing, experiential marketing or cross-platform integration of multi-industry marketing, marketing chain, variety entertainment programs which have been entered. The variety entertainment program also appears to ordinary people, experience, market trends and so on. Now there are a lot of variety entertainment programs, we must increase its content, strengthen their brands, focusing on innovative ways to improve the quality of programs and so on. Keywords: Tv Entertainment Marketing Strategy Development 目录： 摘要……………………………………………………………………..1 引言……………………………………………………………………..4 一、电视娱乐节目概述 （一）娱乐节目概念的界定…………………………………………………4 （二）中国电视娱乐节目的发展脉络…………………………………........4 （三）市场化环境下的电视娱乐节目………………………………………5 1.中国电视制度变迁——产业化进程加快…………………………………5 2.面对市场，电视娱乐节目将“营销”进行到底.…………………………5 1）市场营销概念…………………………………………………………….6 2）电视娱乐节目与“营销策略”………………………………………….6 二、电视娱乐节目营销