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

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【摘要】：《爸爸去哪兒》是湖南衛(wèi)視2013年引進(jìn)韓國(guó)MBC電視臺(tái)《爸爸!我們?nèi)ツ膬?》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(dá)1億次以上,平均收視份額達(dá)17.85%,遠(yuǎn)超其他季播綜藝節(jié)目位居當(dāng)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(dòng)銷售額直線上升,因節(jié)目帶來(lái)的巨大流量?jī)r(jià)值,其80%多的廣告資源總招商在還沒(méi)有開(kāi)播的情況下就已經(jīng)突破13個(gè)億,創(chuàng)造了中國(guó)電視節(jié)目的多個(gè)第一。本文以《爸爸去哪兒》節(jié)目為主要研究對(duì)象,綜合運(yùn)用了市場(chǎng)營(yíng)銷、媒介營(yíng)銷等相關(guān)理論,對(duì)該節(jié)目的營(yíng)銷環(huán)境及營(yíng)銷策略進(jìn)行了較為深入的分析與評(píng)價(jià)。重點(diǎn)分析了《爸爸去哪兒》節(jié)目?jī)?nèi)容差異化策略；乘勝追擊——組合開(kāi)發(fā)衍生產(chǎn)品；寓教于樂(lè)——在游藝娛樂(lè)中提煉出的育兒之道,以及通過(guò)成本導(dǎo)向、招標(biāo)的方式實(shí)現(xiàn)價(jià)值最大化的價(jià)格策略和集合媒體內(nèi)各部門(mén)的優(yōu)勢(shì),通過(guò)電視、網(wǎng)絡(luò)、手機(jī)、電影實(shí)現(xiàn)全媒體聯(lián)動(dòng)的渠道策略;利用廣告宣傳、各類營(yíng)銷活動(dòng)及主題曲傳唱、分析總結(jié)了《爸爸去哪兒》取得經(jīng)濟(jì)效益和社會(huì)效益雙豐收的主要經(jīng)驗(yàn)與成效。以韓國(guó)熱播節(jié)目為藍(lán)本,成功的進(jìn)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(yíng)銷的經(jīng)驗(yàn),以內(nèi)容為王打造核心競(jìng)爭(zhēng)力,優(yōu)化品牌植入形式,充分利用整合營(yíng)銷傳播和增強(qiáng)傳播主體的資本和實(shí)力的主要經(jīng)驗(yàn)。在充分肯定《爸爸去哪兒》節(jié)目廣告營(yíng)銷策略的同時(shí),針對(duì)節(jié)目隱性廣告無(wú)處不在、過(guò)度炒作導(dǎo)致觀眾評(píng)價(jià)下降、節(jié)目?jī)?nèi)容老化導(dǎo)致收率降低的不足之處,文章有針對(duì)性地提出了轉(zhuǎn)變廣告?zhèn)魇陔p方關(guān)系,處理好廣告與節(jié)目的關(guān)系以及節(jié)目賣點(diǎn)與社會(huì)倫理道德的關(guān)系來(lái)強(qiáng)化節(jié)目社會(huì)責(zé)任;建立原創(chuàng)保障機(jī)制通、打造核心競(jìng)爭(zhēng)力避免同質(zhì)化、充分利用大數(shù)據(jù)分析實(shí)現(xiàn)精準(zhǔn)營(yíng)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(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G222;F713.8

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本文編號(hào)：1422931