【摘要】：《羅輯思維》是知識型自媒體脫口秀節(jié)目的新秀,不僅節(jié)目內(nèi)容博采眾長,而且營銷推廣匠心獨運(yùn),它將傳統(tǒng)媒體節(jié)目內(nèi)容和網(wǎng)絡(luò)傳播形式融為一體,在多平臺進(jìn)行的創(chuàng)新傳播收到良好效果,堪稱自媒體脫口秀節(jié)目的成功典范。本研究以《羅輯思維》開播兩年所有的節(jié)目視頻、圖書和主持人公開活動資料為內(nèi)容支撐,運(yùn)用社會學(xué)、心理學(xué)等多學(xué)科相關(guān)知識,探索《羅輯思維》的成功之道。本研究認(rèn)為,《羅輯思維》的成功主要得益于兩個方面：一、節(jié)目內(nèi)容豐富,表達(dá)個性鮮明。節(jié)目主題涉及社會生活的各個方面,基本涵蓋了目標(biāo)受眾的興趣范圍。主持人的表達(dá)犀利幽默,魅力人格體的精心打造增強(qiáng)了節(jié)目和傳播者本身的影響力。內(nèi)容與形式的完美統(tǒng)一吸引了大批渴求知識的受眾成為節(jié)目的鐵桿粉絲；二、利用會員制進(jìn)行互聯(lián)網(wǎng)營銷。團(tuán)隊營銷注重創(chuàng)新性思維的運(yùn)用、緊跟時代和受眾心理的變化,樹立鐵桿粉絲概念,打造個性化品牌,將娛樂的理念貫穿于整個營銷過程。雖然也有人對此節(jié)目和團(tuán)隊提出了質(zhì)疑,但是本論文認(rèn)為,一檔新節(jié)目的發(fā)展不會是一帆風(fēng)順的。它的大膽嘗試,對自媒體脫口秀節(jié)目起到了正能量的引領(lǐng)作用。只有在新媒體平臺上充實節(jié)目內(nèi)容、創(chuàng)新品牌傳播并積極摸索盈利的道路,才是自媒體脫口秀節(jié)目獲得長遠(yuǎn)發(fā)展的保障。
[Abstract]:Luo Ji thought is a rookie of the knowledge-based self-media talk show, not only the content of the program is popular, but also the marketing and promotion of ingenuity. It combines the content of traditional media programs with the form of network communication. Innovative communication in multi-platform has achieved good results, can be regarded as a successful model of self-media talk show. This study is supported by the two-year broadcast of all the programs and videos, books and public activities of the host, and explores the successful way of Luo Ji's thinking by using the related knowledge of sociology, psychology and so on in the present study, which is based on the two-year broadcast of all the programs and videos, books and the public activities of the hosts. This study argues that the success of Luo Ji's thinking is mainly due to two aspects: first, the content of the program is rich and the expression personality is distinct. The theme of the program covers all aspects of social life and basically covers the range of interest of the target audience. The host's sharp humor and charismatic personality enhance the influence of the show and the communicator itself. The perfect unity of content and form has attracted a large number of knowledge-hungry audiences to become die-hard fans of the program; second, the use of membership for Internet marketing. Team marketing pays attention to the application of innovative thinking, follows the changes of times and audience psychology, sets up the concept of hard-core fans, creates personalized brand, and permeates the concept of entertainment throughout the marketing process. Although some people have questioned the program and the team, this paper believes that the development of a new program will not be smooth sailing. Its bold attempt has played a positive role in self-media talk shows. Only on the new media platform to enrich the content of the program, create new brand dissemination and actively explore the way to profit, is the long-term development of self-media talk show guarantee.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G206

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