本文選題：整合營銷 + 體育欄目　； 參考：《武漢體育學院》2016年碩士論文

【摘要】：近幾年來,國內學術界已經意識到整合營銷理論在電視媒體發(fā)展過程中的重要性。無論學術界還是業(yè)界都對整合營銷理論進行了研究,并取得了不同程度的研究成果。但是,目前關于我國電視體育欄目方面沒有涉及整合營銷的研究。2013年中央電視臺體育頻道和中國乒乓球協(xié)會共同舉辦《誰是球王》賽事,節(jié)目由此產生�！墩l是球王》作為體育頻道一檔全新的體育真人秀節(jié)目,能在短時間內獲得觀眾的認可,與節(jié)目的制作和營銷分不開。本文的研究對象是《誰是球王》的整合營銷,文章試從整合營銷理論對《誰是球王》欄目的營銷進行個案研究。首先,文章將先對《誰是球王》節(jié)目構成和目前整合營銷的現狀進行多角度剖析;其次文章將發(fā)現節(jié)目與營銷過程中發(fā)現的問題及其成因進行挖掘;最后,文章將提出節(jié)目的整合營銷策略。本文采用文獻分析、個案分析和專家訪談等研究方法,從整合營銷角度分析《誰是球王》欄目的營銷現狀,探討其在營銷理論指導下為電視體育欄目的推廣帶來哪些質的飛躍,并提出相應的整合營銷策略。本文發(fā)現,《誰是球王》營銷方式分為水平整合和垂直整合。水平整合從信息內容、傳播工具和傳播要素資源三個面分析。垂直整合從市場定位、傳播目標和品牌形象三個方面分析。《誰是球王》以播出平臺和賽事倡導機構決定了節(jié)目的嚴肅性,筆者發(fā)現以下三方面不利于其營銷的問題:第一,節(jié)目缺乏品牌意識導致品牌辨識度不高;第二,政治性較強導致節(jié)目地面推廣不夠;第三,沒有利用制播分離的優(yōu)勢、節(jié)目管理分散沒有專業(yè)的營銷推廣部分負責。最后經由4P理論提出《誰是球王》整合營銷策略建議。本文認為《誰是球王》節(jié)目在追求社會效益的同時必須加強經濟效益,不追求經濟效益違背市場規(guī)律,只有提高節(jié)目的營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)新點主要體現在所選取的研究對象——《誰是球王》欄目的整合營銷,目前可查閱的文獻中沒有涉及體育節(jié)目的整合營銷研究。
[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.
【學位授予單位】：武漢體育學院
【學位級別】：碩士
【學位授予年份】：2016
【分類號】：G222-F

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本文編號：1966043