本文關鍵詞：《爸爸去哪兒》節(jié)目的廣告營銷研究　出處：《湖南大學》2015年碩士論文　論文類型：學位論文

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【摘要】：《爸爸去哪兒》是湖南衛(wèi)視2013年引進韓國MBC電視臺《爸爸!我們去哪兒?》的一檔親子戶外真人秀節(jié)目,現(xiàn)已播出兩季共28期節(jié)目,節(jié)目月平均播放量高達1億次以上,平均收視份額達17.85%,遠超其他季播綜藝節(jié)目位居當年第一位。隨著《爸爸去哪兒》節(jié)目的熱播,節(jié)目的贊助商們也受益頗多,帶動銷售額直線上升,因節(jié)目帶來的巨大流量價值,其80%多的廣告資源總招商在還沒有開播的情況下就已經(jīng)突破13個億,創(chuàng)造了中國電視節(jié)目的多個第一。本文以《爸爸去哪兒》節(jié)目為主要研究對象,綜合運用了市場營銷、媒介營銷等相關理論,對該節(jié)目的營銷環(huán)境及營銷策略進行了較為深入的分析與評價。重點分析了《爸爸去哪兒》節(jié)目內容差異化策略；乘勝追擊——組合開發(fā)衍生產(chǎn)品；寓教于樂——在游藝娛樂中提煉出的育兒之道,以及通過成本導向、招標的方式實現(xiàn)價值最大化的價格策略和集合媒體內各部門的優(yōu)勢,通過電視、網(wǎng)絡、手機、電影實現(xiàn)全媒體聯(lián)動的渠道策略;利用廣告宣傳、各類營銷活動及主題曲傳唱、分析總結了《爸爸去哪兒》取得經(jīng)濟效益和社會效益雙豐收的主要經(jīng)驗與成效。以韓國熱播節(jié)目為藍本,成功的進行本土化改造,廣告“巧”植入深入人心,廣告商品也隨之銷量劇增。從《爸爸去哪兒》的成功中分析提煉了節(jié)目廣告營銷的經(jīng)驗,以內容為王打造核心競爭力,優(yōu)化品牌植入形式,充分利用整合營銷傳播和增強傳播主體的資本和實力的主要經(jīng)驗。在充分肯定《爸爸去哪兒》節(jié)目廣告營銷策略的同時,針對節(jié)目隱性廣告無處不在、過度炒作導致觀眾評價下降、節(jié)目內容老化導致收率降低的不足之處,文章有針對性地提出了轉變廣告?zhèn)魇陔p方關系,處理好廣告與節(jié)目的關系以及節(jié)目賣點與社會倫理道德的關系來強化節(jié)目社會責任;建立原創(chuàng)保障機制通、打造核心競爭力避免同質化、充分利用大數(shù)據(jù)分析實現(xiàn)精準營銷等創(chuàng)新思路。
[Abstract]:"where is Dad going?" Hunan Satellite TV introduced the South Korean MBC TV station in 2013 < Dad! Where are we going? A parent-child outdoor reality show has been broadcast for 28 episodes in two seasons, with an average monthly broadcast volume of more than 100 million shows, with an average audience share of 17.85%. Far ahead of other seasons, variety shows topped the list. With where's Dad going, sponsors benefited a lot, driving sales up sharply because of the huge traffic value the show brought. Its more than 80% advertising resources in the case of not yet launched in the case of a breakthrough of 13 billion, created a number of Chinese television programs. The main research object of this paper is the "where to Dad?" program as the main research object. Based on the relevant theories of marketing and media marketing, this paper makes a deep analysis and evaluation on the marketing environment and marketing strategy of the program. Development of derivative products by combination; Education in fun-the way to raise children in entertainment, as well as the price strategy of maximizing value through cost-oriented, bidding, and pooling the advantages of various sectors in the media, via television and the internet. The channel strategy of mobile phone and movie to realize the linkage of all media; Using advertising, various marketing activities and theme songs, this paper analyzes and summarizes the main experience and effect of "where to Dad" to obtain economic and social benefits. Successful localization transformation, advertising "skillful" implantation deeply rooted in the people, advertising products also increased dramatically. From the success of "where to Dad" analysis and refining the program advertising marketing experience. Take the content as the king to build the core competitive power, optimize the brand implantation form. Make full use of the main experience of integrating marketing communication and enhancing the capital and strength of the main body of communication. While fully affirming the marketing strategy of the program "where to Dad", the hidden advertising of the program is everywhere at the same time. Excessive hype leads to the decline of audience evaluation and the decline of yield due to the aging of program content. The article puts forward a change in the relationship between advertising and imparting. To strengthen the social responsibility of the program, we should deal with the relationship between the advertisement and the program and the relationship between the selling point of the program and the social ethics. Establish original guarantee mechanism, build core competence to avoid homogeneity, make full use of big data analysis to achieve precision marketing and other innovative ideas.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G222;F713.8

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本文編號：1422931