本文選題：韓劇 + 品牌��； 參考：《中南大學》2009年碩士論文

【摘要】： 從20世紀90年代開始,以韓國電視劇(簡稱韓劇)為代表的“韓流”逐漸席卷全球。在一定意義上來說,韓劇的成功,不是某一部電視劇的成功,而是國家打造文化品牌的成功,是文化產(chǎn)業(yè)品牌營銷的成功。因此,對韓劇的營銷策略進行分析,對培育我國電視劇的國產(chǎn)品牌具有重要的理論價值與實際意義。 本論文選取韓國電視劇作為研究對象,結(jié)合品牌學和市場營銷學的知識,對韓劇的品牌營銷策略進行了重點分析,并從實證角度,結(jié)合我國國情,提出了一套以塑造品牌為側(cè)重點與導向的電視劇品牌營銷方法。 全文共分為六個部分。第一部分為緒論,主要介紹選題背景、研究現(xiàn)狀、文章架構(gòu)、研究目的及意義等。第二部分剖析了韓劇“熱”現(xiàn)象及韓劇的品牌現(xiàn)狀。第三部分探討韓劇的品牌營銷策略,從“定位明確”、“產(chǎn)品至上”、“價格優(yōu)勢”、“促銷與分銷”、“市場攻略”五個方面展開具體分析。第四部分是中韓電視劇的品牌營銷比較分析,對比了兩國電視劇在“產(chǎn)業(yè)政策”、“創(chuàng)作定位”、“制作特色”、“產(chǎn)播模式”、“營銷發(fā)行”等五個方面的差異。第五部分著重分析韓劇品牌營銷對我國電視劇產(chǎn)業(yè)發(fā)展的啟示,提出了創(chuàng)造和諧的電視劇市場生態(tài)環(huán)境,立足文化根基之上的“東西結(jié)合”,價格、促銷、分銷“三管齊下”,發(fā)展專業(yè)電視劇制作機構(gòu)及市場化用人機制,“走出去”的國際市場攻略等五點啟示。第六部分為結(jié)語,提出了中韓電視劇應該相互學習,彼此借鑒,揚長避短,以實現(xiàn)中韓電視的互利雙贏。
[Abstract]:Since 1990 s, Korean TV drama (Korean TV drama) has been sweeping the world. In a certain sense, the success of Korean drama is not the success of a certain TV series, but the success of national cultural brand building, and the success of brand marketing of cultural industry. Therefore, it is of great theoretical and practical significance to analyze the marketing strategies of Korean TV dramas and to cultivate the domestic brands of Chinese TV dramas. This paper selected Korean TV series as the research object, combined with the knowledge of brand and marketing, analyzed the brand marketing strategy of Korean TV drama, and from the empirical point of view, combined with the situation of our country. This paper puts forward a set of marketing methods of TV drama brand, which focus on and guide the creation of brand. The full text is divided into six parts. The first part is the introduction, which mainly introduces the background, the research status, the structure, the purpose and significance of the research. The second part analyzes the phenomenon of Korean drama "craze" and the current situation of Korean drama brand. The third part discusses the brand marketing strategy of Korean TV dramas, from the following five aspects: "definite orientation", "product first", "price advantage", "promotion and distribution" and "market strategy". The fourth part is the comparative analysis of brand marketing of TV series between China and South Korea, and compares the differences between the two countries in "industrial policy", "creative positioning", "production characteristics", "production and broadcasting mode", "marketing distribution". The fifth part focuses on analyzing the enlightenment of Korean TV drama brand marketing to the development of Chinese TV series industry, and puts forward the idea of creating harmonious market ecological environment of TV series, "combination of east and west", price, promotion and distribution based on cultural foundation, "three-pronged approach". The development of professional TV series production institutions and market-oriented employment mechanism, "go out" the international market strategy and other five enlightenment. The sixth part is the conclusion that Chinese and Korean TV dramas should learn from each other, draw lessons from each other, exploit their strengths and circumvent their weaknesses, in order to realize the win-win situation of TV between China and Korea.
【學位授予單位】：中南大學
【學位級別】：碩士
【學位授予年份】：2009
【分類號】：G229.1-F

【引證文獻】

相關碩士學位論文 前2條

1 劉蕓;韓劇成功原因探析及對我國電視劇發(fā)展的啟示[D];江西師范大學;2010年

2 蘇佳;中央電視臺中文國際頻道發(fā)展研究[D];新疆大學;2012年

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本文編號：1924974