市场营销-选秀类综艺节目对大学生粉丝消费的影响分析——以《创造营2019》为例论文.docxVIP

PAGE PAGE 30 选秀类综艺节目对大学生粉丝消费的影响分析——以《创造营2019》为例 【摘要】近年来，各类选秀综艺节目热播，而大学生群体作为这类节目的受众，其消费也随之发生了改变。这种对于消费的影响是多层面的，既作用于粉丝个人，尤其是女性大学生，增加了其家庭支出，并产生了较多的冲动消费，也作用于产品市场，促进了大量偶像作品和周边产品的产生，推动消费和市场的不断革新。而从大学生消费受到的影响来看，目前我国的选秀综艺类节目的营销，还存在着较多的问题，包括跟风、商业化过度、误导青少年等。本文以《创造营2019》为例，以调查问卷作为研究手段，对于选秀类的综艺节目以及大学生粉丝相关消费的现状进行了总结，对于消费特点进行了归纳；分析综艺节目消费对学生消费行为的影响情况以及原因分析，提出大学生综艺节目消费的引导路径，以求促进我国选秀类综艺节目的良性发展。 【关键词】创造营2019；大学生；粉丝；消费行为 Analysis of the impact of variety shows on college fan consumption——Take＂Creation Camp 2019＂ as an example [Abstract] In recent years, various talent variety shows have been popular, and the consumption of college students as an audience for such programs has also changed. This impact on consumption is multi-faceted, which not only affects individual fans, especially female college students, increases their family expenditures and generates more impulsive consumption, but also acts on the product market, promoting a large number of idol works and surrounding The production of products promotes continuous innovation in consumption and the market. From the perspective of the impact of college student consumption, there are still many problems in the marketing of talent variety shows in China, including following the trend, excessive commercialization, and misleading young people. This article takes Creation Camp 2019 as an example, through a questionnaire to explore the status quo of college student variety show consumption and summarize the characteristics of consumption; analyze the impact of variety show consumption on students consumer behavior and cause analysis, and propose a guiding path for college student variety show consumption In order to promote the healthy development of Chinas draft variety shows. [Keywords] Creative Camp 2019 college students fans consumer behavior 目 录 TOC \o 1-3 \h \z \u 1 前言 6 1.1 研究背景与意义 6 1.2 研究内容 6 1.3 研究方法 7 2 相关理论基础 8 2.1 粉丝定义 8 2.2 消费行为的概念 8 2.3 选秀类综艺节目的概念 8 3 选秀类综艺节目对大学生粉丝消费的影响 10 3.1