电视娱乐节目营销策略研究.doc

吉林化工学院 毕业设计（论文） 中文题目 电视娱乐节目的营销策略研究 外文题目 TV Entertainment Marketing Strategy 性 质: □毕业设计 (毕业论文 教 学 院 经济管理学院 专 业 市场营销 班 级 0701 学生姓名 陆爱华 学生学号 指导教师 何秀丽 2011 年摘 　要 中国电视制度近三十年来的变迁是中国大众传媒发生的迅速而剧烈变革的行业展现。与这些现象相伴而来的突出的趋势是：经营活动在中国大众传媒生存和发展中的地位日益重要，媒介越来越多地以“企业行为”进入“媒介市场”。 电视娱乐节目对电视台的收益具有很大的价值，但是这种价值要采用适当的营销手段才能发挥出来。营销是电视娱乐节目的血液，只有成功的营销，才能实现传播的最大化Abstract Changes in the last three decades of Chinas TV system is quick and the mass media place showing dramatic changes in the industry. Goes hand in hand with these phenomena prominent trend: the mass media operations in China, the survival and development of the increasing importance of the media more and more corporate behavior into media market. TV variety entertainment programs on television returns with great value, but this value to the use of appropriate marketing tools to play. In recent years, theres hot picks Chong Guan hot K Song fever and friends hot hot spike reflects the varying degrees of entertainment marketing is the television variety of blood, only a successful television variety entertainment of marketing, to achieve maximum transmission. Product marketing, brand marketing, interactive marketing, experiential marketing or cross-platform integration of multi-industry marketing, marketing chain, variety entertainment programs which have been entered. The variety entertainment program also appears to ordinary people, experience, market trends and so on. Now there are a lot of variety entertainment programs, we must increase its content, strengthen their brands, focusing on innovative ways to improve the quality of programs and so on. Key words Television entertainment Marketing Strategy Development 目 录 摘 　要 I Abstract II 第1章 绪论 1 1.1 课题背景 1 1.2 国内外研究现状 2 1.3 本文主要研究内容 3 第2章 我国电视娱乐节目的主要类型分析 4 2.1 综艺晚会类 4 2.2 游戏娱乐类 5 2.3 竞猜博彩类 6 2.4 普众选秀类 7 第3章 电视娱乐节目营销策略分析 9 3.1