發(fā)布時(shí)間：2018-02-28 20:18

  本文關(guān)鍵詞： 戶(hù)外真人秀 微博營(yíng)銷(xiāo) 情感互動(dòng) UGC　出處：《浙江大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：近年來(lái),國(guó)內(nèi)真人秀發(fā)展迅速,尤其是以《爸爸去哪兒》為代表的戶(hù)外真人秀影響廣泛,但是對(duì)戶(hù)外真人秀的營(yíng)銷(xiāo),僅僅停留在表面,戶(hù)外真人秀的社會(huì)化營(yíng)銷(xiāo)更是摸著石頭過(guò)河,缺乏科學(xué)性與系統(tǒng)性。本設(shè)計(jì)以江蘇衛(wèi)視《超級(jí)女兵》為例,闡述新媒體環(huán)境下真人秀的社會(huì)化營(yíng)銷(xiāo)方法。在李曼莉的真人秀互動(dòng)模式上,總結(jié)《星跳水立方》的營(yíng)銷(xiāo)模式,提出情感互動(dòng)營(yíng)銷(xiāo),把消費(fèi)者個(gè)人情感差異和需求作為企業(yè)品牌營(yíng)銷(xiāo)戰(zhàn)略的情感基礎(chǔ),以互動(dòng)為核心,系統(tǒng)性地規(guī)劃互動(dòng)營(yíng)銷(xiāo)中的圈層營(yíng)銷(xiāo),話(huà)題營(yíng)銷(xiāo),視頻營(yíng)銷(xiāo)。與傳統(tǒng)營(yíng)銷(xiāo)手段不同,借用此營(yíng)銷(xiāo)方式,將增加互動(dòng)主體,增強(qiáng)用戶(hù)粘性,增多用戶(hù)UGC產(chǎn)量。在此核心框架上,本文分為八大部分,前兩部分是對(duì)于概念的梳理,以及項(xiàng)目背景介紹；第三部分是節(jié)目的看點(diǎn),也是營(yíng)銷(xiāo)出發(fā)點(diǎn)；第四與第五部分,是微博策略的提出以及具體實(shí)施；第六部分是亮點(diǎn)以及創(chuàng)新點(diǎn)；第七部分是項(xiàng)目效果評(píng)估,最后則是總結(jié)展望。
[Abstract]:In recent years, domestic reality shows have developed rapidly, especially outdoor reality shows represented by where Dad goes. But the marketing of outdoor reality shows only stays on the surface. The socialized marketing of outdoor reality shows is even more unscientific and systematic. This design takes Jiangsu Satellite TV Super Women as an example. This paper expounds the socialized marketing method of reality TV under the new media environment. On the basis of Li Manli's interactive mode of reality show, it summarizes the marketing mode of "Star jumping Water Cube" and puts forward the emotional interactive marketing. Taking consumer individual emotion difference and demand as the emotional basis of enterprise brand marketing strategy, taking interaction as the core, systematically planning the circle marketing, topic marketing and video marketing in interactive marketing. Using this marketing method, we will increase the interaction subject, enhance the user stickiness, increase the UGC output of the user. On this core frame, this paper is divided into eight parts, the first two parts are the combing of the concept, and the background of the project; The third part is the focus of the program, but also the starting point of marketing; part 4th and 5th, the strategy of Weibo and the specific implementation; part 6th is the bright spot and innovation; part 7th is the evaluation of project results, and finally is a summary of prospects.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：G222

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本文編號(hào)：1548794