《中国好声音》的整合营销分析
毕业论文关键词：选秀节目、中国好声音、整合营销
Title " The Voice of China," the integrated marketing analysis
Abstract
Since 2012, the emergence of a number of large domestic reality show. For example, "Chinese
good sound," "I Am a Singer," "Where is the father" and other programs. Then came the first
quarter of such programs, in the second quarter, the third quarter. In the past, talent show, only
good television ratings in the first quarter, and the subsequent broadcast of the television ratings
continued quarter is not satisfactory. However, as "China good voice" has been able to attract
people's attention.
July 13, 2012, Zhejiang TV officially launched "China good voice" in the first quarter. For the
case of "Chinese good voice" since its launch three quarters of the favorite of the audience, this
paper attempts to analyze "Chinese good sound," the integrated marketing. This paper focuses
on the "Chinese good voice" integrated marketing analysis to analyze and discuss this topic:
First, the existing Research "Chinese good sound," and used in an overview, and then analyzed
the "China good voice" into the environment that kind of analysis and form brand implanted in
the program implantation analysis, and the resulting effect is analyzed. Psychoanalysis audience
last three quarters since the program launch, from novelty psychological, realistic and
psychological, to participate in psychological analysis.
We came to the conclusion from the analysis, "China good voice" so loved by the audience
because of its programming model innovation, to seize the audience's psychology, the full use
of new media resources to interact with publicity, and product placement in the program also
successfully propagated this program played a crucial role.
Keywords: Talent show, The Voice of China, integrated marketing
目 次
摘要 .. 1
Abstract . 1
1 绪论 5
1.1 研究背景及意义 .. 5
1.1.1研究背景 . 5
1.1.2 研究意义 .. 5
1.2 国内外研究综述 5
1.2.1 国内研究现状 .. 5
1.2.2 国外研究现状 . 6
1.3 研究内容与研究方法 . 6
1.3.1 研究内容 .. 6
1.3.2 研究方法 .. 7