摘要：近年来，游戏竞技类真人秀电视节目通过其到位的营销被越来越多的观众关注和喜爱。东方卫视的《极限挑战》节目作为近两年来最具关注度、最热门的游戏竞技类真人秀节目之一具有广泛的代表性，通过对这个节目研究，可以发现目前我国的游戏竞技类真人秀节目的营销存在借情感体验制造传播话题、利用现场优势传播品牌和利用明星效应和敏感话题吸引受众注意力等优势，不过也有营销形式单一、内容互相抄袭缺乏新意、营销策略中成本控制力度不足、衍生品开发不足等问题，只有不断提高游戏竞技类真人秀节目质量依托节目特点活动开展多种形式、多种内容的营销、借媒体之力多渠道营销，才能使节目获得长足发展。82705

毕业论文关键词：游戏竞技类真人秀节目；《极限挑战》；营销策略

Analysis of the marketing strategy of the competitive reality TV program -- a case study of "ultimate challenge"

Abstract:In recent years, the game competitive reality TV show through its marketing in place is more and more attention and love of the audience。 Oriental TV "ultimate challenge" program as the past two years the most attention, the most popular game shows one of the representative, through the study of this program, it is found that the current game shows China's marketing by the emotional experience of manufacturing, using the advantages of topic propagation the spread of brand and use the star effect and sensitive topic to attract audience attention and other advantages, but also has the form of a single, marketing problem of copying each other lack of originality, the cost control in the marketing strategy, the insufficient development of derivatives shortage, only relying on a variety of forms, to carry out various activities program features of content marketing feature is, This two part of the thesis is repeated。 The power of the media through the multi-channel marketing, in order to make the program developed by leaps and bounds。

Key words: game competition reality show，"ultimate challenge"，marketing strategy

目    录

摘  要 1

Abstract 1

一、我国游戏竞技类真人秀节目的营销现状 2

（一）游戏竞技类真人秀节目的营销内容 2

（二）游戏竞技类真人秀节目的营销方式 3

（三）目前我国竞技类真人秀节目营销的水平 3

二、《极限挑战》营销策略的成功之处 3

（一）借情感体验制造传播话题 4

（二）利用现场优势传播品牌 4

（三）利用明星效应吸引受众关注 5

三、《极限挑战》节目营销存在的问题 5

（一）营销形式单一 6

（二）营销策略中成本控制力度不足 6

（三）节目衍生品开发不力 7

四、游戏竞技类真人秀节目营销策略的改进建议 7

（一）保证节目质量，为游戏竞技类真人秀节目营销策划做好铺垫 7

（二）依托“男人不易”独特节目元素成功实现差异化、多种形式的营销 8

（三）开放思路，创新营销方式