摘要近几年真人秀节目快速崛起并风靡全球，中国大陆以2014年为分水岭。在这一年里，内地真人秀节目呈现井喷趋势，其中尤以浙江卫视引进的《running man》中国版最受关注。无论是从居高不下的收视率，还是从具有良好口碑的游戏内容，甚至是社会大众争相体验以此为游戏蓝本改编的拓展活动来看，毫无疑问这个节目聚焦了足够的社会关注度。“跑男”这一综艺节目能一经播出就变成收视冠军，必然有其内在因素。75385
在本论文中，作者决定从“跑男”节目的历史背景和问题提出入手，从研究现状、研究方法以及研究成果对自我提升的意义、对相关理论和对休闲体育行业的发展意义着手研究，设计对应研究框架体系，结合5W2H法（who、what、when、where、why、how以及how much）和相关营销策划理论，深入探究跑男节目能脱颖而出的内在因素：“跑男”节目的受众分析（WHO）;节目的属性(WHAT);“跑男”节目成功的营销策划要素分析(WHY);“跑男”节目拍摄地点选择(WHERE);“跑男”节目拍摄时间分析(WHEN);“跑男”节目营销策划如何实施(HOW);“跑男”节目的制作投入分析(HOW MUCH)。
作者找寻这些问题的答案，得到的相关营销策划启示包括：1。提高相关人员的能力2。运动休闲创新3。商业合作模式共赢开发娱乐节目4。版权引进与原创开发结合5。立足竞争下的特色提炼6。明星效应7。培养粉丝市场。在此基础上希望能分析出运动休闲类娱乐节目更好发展的原因和方向，在促进休闲娱乐节目理论发展的同时，更好地指导实际操作实践。
Reality show rapid rise and popular all over the world in recent years, in mainland China in 2014 as the watershed。 During the year, the mainland reality show a gusher trend, especially in zhejiang TV, the introduction of the Chinese edition of the running man have attracted the most attention。 From high ratings, or from the game content has a good reputation, and even the public to experience this blueprint for game adaptation of promotional activities, there is no doubt that the show's focus enough social awareness。 The variety show "running man" can once aired becomes viewing champion, inevitably has its internal factors。
In this thesis, the author decided to from the "running man", the historical background and problems of the research status, research methods and research results to the meaning of self improvement, and the related theory and the significance to research on the development of leisure sports industry, design corresponding research framework, combined with 5w2h method (who, what, when, where, according to, how and how much) and related marketing theory, further to explore the internal factors of running male program will stand out: the success of the "running man" thanks to whom (WHO); Show the properties (WHAT); "Running man" show the elements of marketing planning analysis (WHY); The "running man" program location choice (WHERE); The "running man" shows the time analysis (WHEN); "Running man" marketing planning how to implement the (HOW); The production of "running man" investment analysis (HOW MUCH)。
The author to find answers to these questions, get relevant marketing enlightenment includes: 1。 Improve the ability of relevant personnel 2and3。 Sports leisure innovation business development of entertainment win-win cooperation mode 4。 Copyright import and original development combined with 5。 The feature extraction of competition based on 6。 seven star。 Nurture fans market。 Based on this hope to be able to analyze the cause of development of the sports leisure entertainment is better and the direction, in promoting the development of theory of leisure and entertainment at the same time, to better guide the actual operating practice。 5W2H法《奔跑吧兄弟》的营销策划解析:http://www.youerw.com/tiyu/lunwen_86161.html