本文選題：整合營(yíng)銷 + 體育欄目�。� 參考：《武漢體育學(xué)院》2016年碩士論文

【摘要】：近幾年來,國(guó)內(nèi)學(xué)術(shù)界已經(jīng)意識(shí)到整合營(yíng)銷理論在電視媒體發(fā)展過程中的重要性。無論學(xué)術(shù)界還是業(yè)界都對(duì)整合營(yíng)銷理論進(jìn)行了研究,并取得了不同程度的研究成果。但是,目前關(guān)于我國(guó)電視體育欄目方面沒有涉及整合營(yíng)銷的研究。2013年中央電視臺(tái)體育頻道和中國(guó)乒乓球協(xié)會(huì)共同舉辦《誰是球王》賽事,節(jié)目由此產(chǎn)生�！墩l是球王》作為體育頻道一檔全新的體育真人秀節(jié)目,能在短時(shí)間內(nèi)獲得觀眾的認(rèn)可,與節(jié)目的制作和營(yíng)銷分不開。本文的研究對(duì)象是《誰是球王》的整合營(yíng)銷,文章試從整合營(yíng)銷理論對(duì)《誰是球王》欄目的營(yíng)銷進(jìn)行個(gè)案研究。首先,文章將先對(duì)《誰是球王》節(jié)目構(gòu)成和目前整合營(yíng)銷的現(xiàn)狀進(jìn)行多角度剖析;其次文章將發(fā)現(xiàn)節(jié)目與營(yíng)銷過程中發(fā)現(xiàn)的問題及其成因進(jìn)行挖掘;最后,文章將提出節(jié)目的整合營(yíng)銷策略。本文采用文獻(xiàn)分析、個(gè)案分析和專家訪談等研究方法,從整合營(yíng)銷角度分析《誰是球王》欄目的營(yíng)銷現(xiàn)狀,探討其在營(yíng)銷理論指導(dǎo)下為電視體育欄目的推廣帶來哪些質(zhì)的飛躍,并提出相應(yīng)的整合營(yíng)銷策略。本文發(fā)現(xiàn),《誰是球王》營(yíng)銷方式分為水平整合和垂直整合。水平整合從信息內(nèi)容、傳播工具和傳播要素資源三個(gè)面分析。垂直整合從市場(chǎng)定位、傳播目標(biāo)和品牌形象三個(gè)方面分析�！墩l是球王》以播出平臺(tái)和賽事倡導(dǎo)機(jī)構(gòu)決定了節(jié)目的嚴(yán)肅性,筆者發(fā)現(xiàn)以下三方面不利于其營(yíng)銷的問題:第一,節(jié)目缺乏品牌意識(shí)導(dǎo)致品牌辨識(shí)度不高;第二,政治性較強(qiáng)導(dǎo)致節(jié)目地面推廣不夠;第三,沒有利用制播分離的優(yōu)勢(shì)、節(jié)目管理分散沒有專業(yè)的營(yíng)銷推廣部分負(fù)責(zé)。最后經(jīng)由4P理論提出《誰是球王》整合營(yíng)銷策略建議。本文認(rèn)為《誰是球王》節(jié)目在追求社會(huì)效益的同時(shí)必須加強(qiáng)經(jīng)濟(jì)效益,不追求經(jīng)濟(jì)效益違背市場(chǎng)規(guī)律,只有提高節(jié)目的營(yíng)銷策略才能更好的使節(jié)目賣得更好,以提高節(jié)目制作水平,使節(jié)目可持續(xù)發(fā)展。文章的創(chuàng)新點(diǎn)主要體現(xiàn)在所選取的研究對(duì)象——《誰是球王》欄目的整合營(yíng)銷,目前可查閱的文獻(xiàn)中沒有涉及體育節(jié)目的整合營(yíng)銷研究。
[Abstract]:In recent years, domestic academic circles have realized the importance of integrated marketing theory in the development of TV media. Both academia and industry have carried on the research on the integrated marketing theory, and obtained the research results to varying degrees. However, there is no research on integrated marketing in China's TV sports programs. In 2013, China Central Television Sports Channel and the China Table Tennis Association jointly organized the "who is the King of the Ball" event? As a brand new sports reality show on the sports channel, it can get the approval of the audience in a short time, which is inseparable from the production and marketing of the program. The research object of this paper is "who is the ball king" integrated marketing, the article tries to carry on the case study from the integration marketing theory to the "who is the ball king" column marketing. First of all, the article will first analyze the composition of "who is the Ball King" program and the current situation of integrated marketing; secondly, the article will discover the problems found in the program and marketing process and their causes; finally, The article will put forward the integrated marketing strategy of the program. In this paper, using the methods of literature analysis, case analysis and expert interview, this paper analyzes the marketing status of "who is the Ball King" column from the angle of integrated marketing, and discusses what qualitative leap it brings to the promotion of TV sports column under the guidance of marketing theory. And put forward the corresponding integrated marketing strategy. This paper found that "who is the ball king" marketing methods are divided into horizontal integration and vertical integration. Horizontal integration is analyzed from three aspects: information content, communication tools and communication element resources. Vertical integration is analyzed from three aspects: market positioning, communication target and brand image. < who is the Globe King? > determines the seriousness of the program by broadcasting platform and competition advocacy organization. The author finds that the following three aspects are not conducive to its marketing: first, The lack of brand awareness leads to a low degree of brand recognition; second, a strong political nature leads to insufficient promotion; third, no use of the advantages of the separation of production and broadcasting, program management is decentralized and no professional marketing promotion part is responsible. Finally, through the 4 P theory put forward the "who is the ball king" integrated marketing strategy recommendations. This article thinks that "who is the ball king" program must strengthen the economic benefit while pursuing the social benefit, does not pursue the economic benefit to violate the market rule, only then enhances the program marketing strategy to be able to make the program to sell better, In order to improve the level of program production, make the program sustainable development. The innovation of this paper is mainly reflected in the integrated marketing of the selected research object, "who is the King of Ball", but there is no research on the integrated marketing of sports programs in the literature that can be consulted at present.
【學(xué)位授予單位】：武漢體育學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：G222-F

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本文編號(hào)：1966042