国内真人秀节目的整合营销传播策略研究——以亲子类真人秀《爸爸去哪儿》和《爸爸回来了》为例[摘 要]为了国内真人秀节目能更好地契合观众口,发挥其品牌效应,本文以目前具有典型代表意义真人秀节目《爸爸去哪儿》和《爸爸回来了》为例进行对比,以整合营销中的4C理论入手,从需求、成本、便利、沟通四个角度,分析亲子类真人秀目前发展的优势与不足,从满足受众需求、控制节目成本、提高便利性与实现互动沟通这些方面为国内真人秀节目在激烈的电视圈保持竞争力提出了四点建议。31550
[毕业论文关键词]真人秀;整合营销传播;《爸爸去哪儿》;《爸爸回来了》
The Analysis of Domestic Reality Show Integrated Marketing Communication Strategy:Take Parent-child Reality Show"Dad!Where are We Going?"and"Dad came back!"for Example
Abstract:In order to domestic reality shows can better fit the tastes of the audience,use their brand effects,in this paper,take two typical reality shows"Dad where are we going"and"Dad came back"for an example of comparison,with the integrated marketing theory in 4C,from the demand,cost,convenience,communication four aspects to analyse the advantages and disadvantages of the current parent-child reality shows,from meet the needs of the audience,control program cost,improve the convenience and interactive communication to put forward four suggestions for the domestic reality show for remaining competitive in the television circle.
Key Words:Reality Show; Integrated Marketing Communication; Dad Where are We Going; Dad came back
1 整合营销传播理论
1.1整合营销传播理论定义
1.2整合营销与4C理论
2 亲子真人秀节目的现状及问题分析
2.1亲子类真人秀定义
2.2亲子类真人秀发展现状
2.3亲子类真人秀存在的问题
3 《爸爸去哪儿》与《爸爸回来了》整合营销传播策略对比
3.1《爸爸去哪儿》的整合营销策略
3.1.1消费者需求
3.1.2成本
3.1.3便利
3.1.4沟通
3.2《爸爸回来了》的整合营销策略运用分析
3.2.1消费者需求
3.2.2成本
3.2.3便利
3.2.4沟通
3.3《爸爸去哪儿》与《爸爸回来了》对比总结
4 真人秀节目整合营销传播策略建议
4.1细分受众需求进行节目定位,版权引进与本土化创新相结合
4.2选择贴切多元的广告赞助商,实现节目口碑与企业利益的双赢
4.3构建品牌识别系统,追求传播效果最大化
4.4利用多种方式宣传造势,开发节目衍生品,实现与受众的双向沟通