本文選題：淺談　切入點(diǎn)：非誠(chéng)勿擾　出處：《中國(guó)廣播電視學(xué)刊》2013年03期 　論文類型：期刊論文

【摘要】：正時(shí)下最火爆的婚戀交友類節(jié)目《非誠(chéng)勿擾》從2010年1月開(kāi)播至今已有三年了,收視率一直高居各省級(jí)衛(wèi)視同類型節(jié)目的榜首。該節(jié)目自推出以來(lái),一邊備受爭(zhēng)議,一邊觀眾熱捧。在眾多電視相親節(jié)目的激烈競(jìng)爭(zhēng)中,《非誠(chéng)勿擾》是如何脫穎而出的?筆者認(rèn)為,《非誠(chéng)勿擾》高明的品牌營(yíng)銷策略,是該節(jié)目保持熱度的原因之一。一、出奇制勝:策劃引發(fā)爭(zhēng)議的話題《非誠(chéng)勿擾》的品牌營(yíng)銷策略之一,就是出奇制勝。喜新厭舊、追求新奇是人的一種天性,新奇事件猶如導(dǎo)火索,一旦點(diǎn)燃某個(gè)話題,必然引起社會(huì)的高度關(guān)注,進(jìn)而引起全社會(huì)的討論,最終在消費(fèi)者心中留下很深的印象。
[Abstract]:It has been three years since the most popular dating show, if you are the one, aired in January 2010, and has consistently topped the list of provincial satellite TV shows of the same type. The show has been controversial since its launch. In the fierce competition of TV dating shows, how does "if you are the one" stand out? The author believes that the brilliant brand marketing strategy of "if you are the one" is one of the reasons why the program has maintained its popularity. First, it is one of the brand marketing strategies to plan the controversial topic of "if you are the one". The pursuit of novelty is a kind of human nature. Novelty is like a fuse. Once a topic is lit, it will inevitably arouse the high attention of the society and thus cause the whole society to discuss it. Finally left a deep impression in the heart of the consumer.
【作者單位】： 浙江永康電視臺(tái);
【分類號(hào)】：G222
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本文編號(hào)：1556838