本文關(guān)鍵詞：韓劇《來(lái)自星星的你》跨界營(yíng)銷傳播研究　出處：《中南民族大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 韓劇 跨界營(yíng)銷傳播 植入式營(yíng)銷 整合營(yíng)銷傳播

【摘要】：在中國(guó)這個(gè)文化市場(chǎng),韓劇一直作為一支外來(lái)的主力軍十分活躍。從1993年開(kāi)始,韓劇就陸續(xù)登錄中國(guó)。新世紀(jì)初,以《大長(zhǎng)今》為代表的韓劇在中國(guó)掀起了一陣狂潮。之后,狂熱的韓潮逐漸冷卻下來(lái),近幾年再度爆發(fā),并以傲人的收視成績(jī)席卷中國(guó)電視劇市場(chǎng),其中最有影響的是《來(lái)自星星的你》。反觀國(guó)產(chǎn)電視劇的現(xiàn)狀,雖然電視臺(tái)投入巨資購(gòu)入并在黃金時(shí)段播出,但在收視上卻乏善可陳,無(wú)論是制造話題的能力還是影響力或營(yíng)銷力都難以望其項(xiàng)背。因此,《來(lái)自星星的你》也就成為2014年最值得研究的影視劇之一。而這部影視劇通過(guò)跨界營(yíng)銷傳播的方式獲得的巨大經(jīng)濟(jì)利潤(rùn),也成為了眾多學(xué)者研究的熱門話題。本文從植入式營(yíng)銷、整合營(yíng)銷傳播等理論出發(fā),以《來(lái)自星星的你》作為主要的研究對(duì)象,通過(guò)文獻(xiàn)梳理、個(gè)案研究、問(wèn)卷調(diào)查、深度訪談等方法,著重研究這部影視劇的跨界營(yíng)銷傳播。通過(guò)調(diào)研,作者總結(jié)分析出了《來(lái)自星星的你》跨界營(yíng)銷傳播的具體表現(xiàn),根據(jù)跨界營(yíng)銷傳播的定義,可將該劇的表現(xiàn)分為跨屏化、跨媒介的營(yíng)銷傳播以及跨產(chǎn)業(yè)、跨領(lǐng)域的營(yíng)銷傳播。根據(jù)這部影視劇跨界營(yíng)銷傳播的表現(xiàn),再總結(jié)出《來(lái)自星星的你》跨界營(yíng)銷傳播的規(guī)律與特點(diǎn):即優(yōu)秀的影視劇文本,精準(zhǔn)的市場(chǎng)定位、全方位的傳播開(kāi)發(fā)以及突破以往韓劇模式的創(chuàng)新點(diǎn)。作者希望通過(guò)研究該劇跨界營(yíng)銷傳播的具體表現(xiàn),歸納出該劇跨界營(yíng)銷傳播的規(guī)律與特點(diǎn),并指出存在的問(wèn)題,給出可行的解決對(duì)策,為我國(guó)影視劇的跨界營(yíng)銷傳播提供微薄的借鑒之力。
[Abstract]:In this Chinese cultural market, drama has been as a foreign main force is very active. From the beginning of 1993, the drama began at the beginning of the new century. China login, with < > wellia as the representative of the Korean drama set off a frenzy in the Chinese. After the fanatical Han Chao gradually cooled down in recent years, broke out again and, with impressive performance ratings across the China TV market, is one of the most influential "status from the stars you. In contrast, domestic TV dramas, although television invested heavily to buy and broadcast in prime time, but in the ratings is not good, the topic of manufacturing ability or marketing force or influence can offer. Therefore, from the stars you < > has become one of the most worthy of the TV drama in 2014. Huge profits for the film and television drama through marketing communication way, has become many scholars A hot research topic. This paper starting from the product placement marketing, integrated marketing communication theory, from the stars you with < > as the main object of study, through literature review, case study, questionnaire survey, in-depth interviews and other methods, focusing on the film and television drama of the marketing communication. Through the investigation, the author summarizes the "specific performance from the stars you > marketing communication, according to the definition of marketing communication, the drama performance into cross screen marketing communication, cross media and cross industry, cross marketing communication field. According to the film and television drama marketing communication performance, and then summed up the law and" features from the stars you > marketing communication: excellent TV drama text, accurate market positioning, the development of a full range of communication and break through the Korean model innovation. The author hopes that through the research of the cross-border drama camp The specific performance of the marketing communication, summarizes the rules and characteristics of the cross-border marketing communication, points out the existing problems, and gives feasible solutions, so as to provide a slight reference for the cross-border marketing communication of China's film and TV drama.

【學(xué)位授予單位】：中南民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：J905
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本文編號(hào)：1371218