本文選題：東方衛(wèi)視《極限挑戰(zhàn)》　切入點：戶外真人秀　出處：《內(nèi)蒙古大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：本文以《極限挑戰(zhàn)》真人秀節(jié)目為主要研究對象,結(jié)合市場營銷、媒介營銷等理論,對節(jié)目的營銷環(huán)境及營銷策略進行了較為深入的分析。首先筆者對真人秀節(jié)目的定義、起源及發(fā)展做了簡單的概述,羅列出目前我國所有的真人秀節(jié)目的分類,并對東方衛(wèi)視的《極限挑戰(zhàn)》節(jié)目做了簡單的介紹,最后總結(jié)出其自播出以來所取得的輝煌成就�！稑O限挑戰(zhàn)》節(jié)目能夠在如此激烈的競爭市場中占有自己的一席之地,自有其成功的原因,筆者將其總結(jié)為如下的三點:一、對市場的深刻認識:這部分包括節(jié)目對人口環(huán)境的認識,對政治法律等環(huán)境的認識,對消費環(huán)境的認識和對競爭環(huán)境的認識。二、精準(zhǔn)的營銷定位:筆者首先對節(jié)目的明星嘉賓及受眾進行定位分析,隨后對《極限挑戰(zhàn)》的節(jié)目內(nèi)容進行定位分析,并找出與其他真人秀節(jié)目不同之處,最后分析了節(jié)目的城市定位。三、合理的營銷組合:筆者運用了 4p等營銷戰(zhàn)略組合理論,分析了《極限挑戰(zhàn)》節(jié)目的差異化產(chǎn)品策略,即不同于其他真人秀的全新形式,積極開發(fā)研制周邊衍生產(chǎn)品;以不同形式確定廣告商的價格策略;通過線上線下媒體相結(jié)合、微博制造高溫語態(tài)、電影制作等提高節(jié)目收視率的渠道策略;以及加大宣傳力度、利用宣傳片投票場地、整合利用資源等營銷活動促進節(jié)目收視率。在充分肯定《極限挑戰(zhàn)》節(jié)目營銷策略的同時,針對節(jié)目中人文內(nèi)涵有待深化、社會責(zé)任有待加強、原創(chuàng)能力函待提高和精準(zhǔn)定位有待強化等不足之處,文章有針對性地提出了通過融入傳統(tǒng)文化精髓等方式深挖節(jié)目人文內(nèi)涵;通過處理好娛樂與公益的關(guān)系以及節(jié)目賣點與社會倫理道德的關(guān)系來強化節(jié)目社會責(zé)任;通過打造核心競爭力避免同質(zhì)化和充分利用大數(shù)據(jù)分析實現(xiàn)精準(zhǔn)營銷等創(chuàng)新思路。
[Abstract]:Based on the theory of marketing and media marketing, this paper makes a deep analysis of the marketing environment and marketing strategy of the reality TV show. First, the author defines the reality TV program. This paper gives a brief overview of the origin and development, lists the classification of all the reality TV programs in our country at present, and gives a brief introduction to the "extreme Challenge" program of Oriental Satellite TV. Finally, it sums up the brilliant achievements it has made since it was broadcast. The "extreme Challenge" program can take its place in such a fierce competitive market, which has its own reasons for its success. The author sums it up as the following three points: first, Profound understanding of the market: this part includes the program's understanding of the population environment, the understanding of the political and legal environment, the understanding of the consumption environment and the understanding of the competitive environment. Precise marketing positioning: the author first analyzes the star guests and audience of the program, and then analyzes the content of the program, and finds out the difference from other reality shows. Finally, it analyzes the city orientation of the program. Third, the rational marketing mix: the author uses 4p and other marketing strategy combination theory to analyze the differential product strategy of the "extreme Challenge" program, that is, it is different from other reality shows in a new form. Actively develop and develop peripheral derivative products; determine the price strategy of advertisers in different forms; combine online and offline media, Weibo creates high-temperature voice, film production and other channels to improve the ratings of programs; and step up publicity efforts. Using the propaganda film to vote, integrate and utilize the resources and other marketing activities to promote the ratings of the program. While fully affirming the "extreme Challenge" program marketing strategy, the humanistic connotation of the program needs to be deepened, and social responsibility needs to be strengthened. Original ability to be improved and accurate positioning to be strengthened and other shortcomings, the article pointed out that through the integration of traditional cultural essence and other ways to dig the humanistic connotation of the program; Through dealing with the relationship between entertainment and public welfare and the relationship between program selling points and social ethics, we can strengthen the social responsibility of the program, and avoid homogeneity and make full use of big data analysis to achieve precision marketing through building core competitiveness.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G222

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本文編號：1557448