320已修探析江苏卫视《非诚勿扰》的营销策略教程.docx

320已修探析江苏卫视《非诚勿扰》的营销策略教程.docx

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320已修探析江苏卫视《非诚勿扰》的营销策略教程

密级:

学校代码:

10075分类号:

学号:

20120817

新闻与传播硕士学位论文

探析江苏卫视《非诚勿扰》的营销策略

学位申请人:

崔婧

指导教师:

张雅明教授

学位类别:

新闻与传播硕士

学科专业:

新闻与传播

授予单位:

河北大学

答辩日期:

ClassifiedIndex:

Code:

10075U.D.C.:

No.20120817

ADissertationfortheDegreeofM.JournalismandCommunication

AnalysethemarketingstrategyofJiangsuTV’sIFYOUARETHEONE

Candidate:

CuiJing

Supervisor:

ZhangYamingProfessor

AcademicDegreeAppliedfor:

MasterofJournalismandCommunication

Specialty:

JournalismandCommunicationUniversity:

HebeiUniversity

DateofOralExamination:

探析江苏卫视《非诚勿扰》的营销策略

摘要

随着中国经济的取得突飞猛进的发展,人民生活水平和收入水平的日益提高及我国产品市场的不断兴旺,电视节目,特别是综艺节目的专业化成为我国电视综艺节目经过资源整合后的新发展方向,而综艺节目,尤其是生活服务类的电视综艺节目,作为与老百姓生活息息相关的专业化电视节目,受到了普遍关注。

我国综艺节目进入到快速发展的阶段,各大卫视的飞速发展、节目制作实力的不断提升及市场竞争的不断加速,使综艺节目已经成为我国各大卫视的主要节目与支柱节目,同时也使得综艺节目的制作与发展变得相对规范和成熟。

改革开放以来,综艺节目的发展引领着我国电视节目的发展方向,更是我国各大卫视取得规模发展与经济效益增长的发动机。

据调查报告显示,中国电视综艺节目行业在过去10年间是最大赢家,整个行业增加值总量和规模在处于世界前列,但因为现在综艺节目市场要求越来越高,市场准入度相对低,并且因为综艺节目的利润率开始减少,所以造成综艺节目行业竞争越来越残酷。

在这样的残酷形式下,我国综艺节目必须想办法提高自身的节目质量才能保障其发展。

为了提高综艺节目的制作与管理水平,各大卫视必须提升本身对于综艺节目的营销策略管理水平,以提高节目制作与管理水平,达到最终提高经济效益和利润的目的。

因此必须针对综艺节目的营销策略进行系统研究,期待能对我国各大卫视综艺节目的营销策略的实践、设计和决策提供有益的参考和借鉴。

本研究以江苏卫视的“大型生活服务类”节目《非诚勿扰》作为研究对象,全面分析《非诚勿扰》的营销策略,本文的研究内容主要分为六个部分,第一部分的研究内容是绪论,主要从本文的研究目的、研究意义、文献综述、研究内容与研究方法及创新之处等方面进行说明;第二部分的研究内容是江苏卫视综艺节目《非诚勿扰》概述,主要从《非诚勿扰》简介、主持人及嘉宾情况、《非诚勿扰》海外专场及《非诚勿扰》风波应对等四个方面进行阐述;第三部分的研究内容是江苏卫视综艺节目《非诚勿扰》的营销环境,主要就《非诚勿扰》的宏观环境分析、《非诚勿扰》的竞争环境分析、《非诚勿扰》的需求分析及《非诚勿扰》

的SWOT分析等四个方面展开说明;第四部分的研究内容是《非诚勿扰》的营销策略,主要从《非诚勿扰》的营销组合策略和《非诚勿扰》的传播策略等方面进行说明;第五部分的研究内容是《非诚勿扰》的成功启示,主要由节目创新、品牌成长及对《非诚勿扰》未来的营销建议等三方面进行论证;最后的研究内容是结语,主要总结全文并展望未来。

关键词:

综艺节目;非诚勿扰;营销环境;营销策略

Abstract

WiththedevelopmentofeconomymakeaspurtofprogressmadeChinese,increasinglyimprovingthepeople'slivinglevelandincomelevelandourproductsmarketcontinuestothrive,TVprograms,especiallyavarietyshowspecializationhasbecomeChina'stelevisionvarietyshowafterthenewdevelopmentaftertheintegrationofresources,andthevarietyshow,especiallyoftheservicelifeTVvarietyshow,asaprofessionalTVprogramiscloselyrelatedtothelifeofordinarypeople,hasbeenwidespreadconcern.China'svarietyshowinintothestageofrapiddevelopment,acceleratingdevelopment,showsalltheTVproductionofthecontinuousimprovementofthestrengthandmarketcompetition,thevarietyshowshavebecomethemainprograminourcountryeachbigTVprogramsandsupport,butalsomakestheproductionanddevelopmentofvarietyshowrelativelystandardizedandmature.

Sincethereformandopeningup,thedevelopmentofsynthesisskillprogramledthedevelopmentdirectionofChina'sTVprogram,itisourcountryeachbigTVgrowthscaledevelopmentandeconomicbenefitsoftheengine.Accordingtothesurveyreportshows,ChinaTVindustryinthepast10yearsisthebiggestwinner,theentireindustrytoincreasethevalueofquantityandscaleintheworld,butbecauseitshowsthemarketincreasinglyhighdemand,marketaccessisrelativelylow,andbecausethevarietyshowprofitratebegantodecrease,resultinginentertainmentindustrycompetitionismoreandmorecruel.Inthisformofcruel,Chinesevarietyshowmustthinkofwaystoimprovetheireconomicefficiencyinordertoguaranteethesustainabledevelopmentofenterprises.Inordertoimprovethesynthesisskillprogrammakingandmanagementlevel,eachbigTVmustimprovetheirmarketingstrategyforthemanagementlevelofvarietyshows,inordertoimprovetheTVprogramproductionandmanagementlevel,toultimatelyimprovethemajorTVeconomicbenefitandprofit.Therefore,tostudythemajorTVvarietyshowofthemarketingstrategy,hopingtoprovidethebeneficialreferenceforpractice,toour

countryeachbigTVvarietyshowofthemarketingstrategydesignanddecisionmaking.

Inthisstudy,JiangsusatelliteTV's"largelifeservice"program"ifyouaretheone"astheobjectofstudy,acomprehensiveanalysisof"ifyouaretheone"marketingstrategy,themaincontentofthispaperisdividedintosixparts,thefirstpartoftheresearchcontentistheintroduction,mainlyexplainedtheresearchpurpose,significance,literaturereview,researchtheresearchcontentsandmethodsandtheinnovationandsoon;thesecondpartistheJiangsuTVvarietyshow"ifyouaretheone"overview,mainlyfromthe"ifyouaretheone"introduction,hostandguests,"ifyouaretheone"and"ifyouaretheone"specialoverseasstormtodealwithfouraspects;thethirdpartistheJiangsusatelliteTVvarietyshow"ifyouaretheone"marketingenvironment,mainlyon"ifyouaretheone"themacroenvironmentanalysis,"ifyouaretheone"competitiveenvironmentanalysis,"ifyouaretheone""ifyouaretheone"demandanalysisandSWOTanalysisinfouraspects;thefourthpartis"ifyouaretheone"marketingstrategy,mainlyfromthe"marketingmixstrategyifyouaretheone"and"ifyouaretheone"Communicationstrategiesandsoon;thecontentofthefifthpartistheEnlightenmentof"successifyouaretheone",mainlybytheprograminnovation,branddevelopmentanddemonstrationof"ifyouaretheone"futuremarketingsuggestionsinthreeaspectssuchasresearchcontent;lastistheconclusion,summarizesthefulltextandprospectthefuture.

Keywords:

ifyouaretheonevarietyshow;marketingstrategy;marketingenvironment;

目录

摘要..............................................................................................................................IAbstract......................................................................................................................III第一章绪论..................................................................................................................11.1研究目的..........................................................................................................11.2研究意义..........................................................................................................11.3文献综述..........................................................................................................21.3.1国内外市场营销研究文献综述............................................................21.3.2国内《非诚勿扰》研究综述................................................................41.4研究内容与研究方法......................................................................................51.4.1研究内容.................................................................................................51.4.2研究方法.................................................................................................61.5创新之处..........................................................................................................7第二章江苏卫视综艺节目《非诚勿扰》概述..........................................................82.1《非诚勿扰》简介..........................................................................................82.2主持人及嘉宾情况........................................................................................112.2.1孟非情况...............................................................................................112.2.2乐嘉情况...............................................................................................122.2.3黄菡情况...............................................................................................122.2.4宁财神情况...........................................................................................122.3《非诚勿扰》海外专场................................................................................132.4《非诚勿扰》风波应对................................................................................142.4.1吴子恩事件...........................................................................................142.4.2“农民歧视论”事件............................................................................152.4.3造假事件...............................................................................................15第三章江苏卫视综艺节目《非诚勿扰》的营销环境............................................173.1《非诚勿扰》的宏观环境分析......................................................................173.1.1政策环境分析.......................................................................................173.1.2经济、社会环境分析..........................................................................18

3.1.3技术环境分析......................................................................................193.2《非诚勿扰》的竞争环境分析....................................................................193.2.1相亲类节目火爆...................................................................................193.2.2《我们约会吧》的竞对手分析............................................................203.3《非诚勿扰》的需求分析............................................................................213.3.1社会需求分析......................................................................................213.3.2男女嘉宾的需求分析..........................................................................223.3.3观众需求分析......................................................................................223.4《非诚勿扰》的SWOT分析.....................................................................233.4.1优势分析..............................................................................................233.4.2劣势分析..............................................................................................243.4.3机会与威胁分析..................................................................................25第四章《非诚勿扰》的营销策略............................................................................264.1《非诚勿扰》的营销组合策略....................................................................264.1.1产品策略..............................................................................................264.1.2价格策略................................