【摘要】：在市場經(jīng)濟飛速發(fā)展的背景下,時代賦予了央視春節(jié)聯(lián)歡晚會(簡稱“春晚”)更多的角色,春晚在經(jīng)歷了三十多年的風雨洗禮后逐漸成長為一個有著穩(wěn)定收視群體和完整營銷體系的傳媒品牌,并逐漸成為經(jīng)濟形勢的“晴雨表”和“風向標”,為廣告主搭車“春晚”進行品牌傳播提供了契機。本文從歷史沿革的角度出發(fā),分別從探索成長期、蓬勃發(fā)展期、徘徊不前期、突出重圍期四個階段系統(tǒng)闡述了1983年至2014年企業(yè)在央視春晚上的營銷,并首次給“春晚營銷”下定義,試圖從這一歷史集錦中為企業(yè)、央視春晚如何進行營銷策略給予啟示。
[Abstract]:Against the background of the rapid development of the market economy, the times have given CCTV Spring Festival Gala ("Spring Festival Gala") more roles. After more than 30 years of baptism, the Spring Festival Gala has gradually grown into a media brand with a stable audience and a complete marketing system, and has gradually become the "barometer" and "weather vane" of the economic situation. For advertisers to hitchhike "Spring Festival Gala" brand communication provides an opportunity. From the perspective of historical evolution, this paper systematically expounds the marketing of enterprises in CCTV Spring Festival Gala from 1983 to 2014 from the four stages of exploration, vigorous development, stagnation and outburst. It also gives the definition of "Spring Festival Gala Marketing" for the first time, trying to enlighten the enterprises from this historical collection and how to carry out the marketing strategy of CCTV Spring Festival Gala.
【學位授予單位】：黑龍江大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G229.2-F
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本文編號：2142958