摘要

在亚洲的韩国历史电视剧“星星”在中国大陆播出，你排名在第一的同时，并记录2620000观众的“香港”评级的平均值。”你怎么能影响从星”如此广泛的世界？原因有很大关系，市场定位和品牌营销。在成长中的中国电视市场WTO规则的影响，电视剧作为电视剧的代表也加剧了中国的电视市场竞争。如何提高核心竞争力和电视剧的整体水平，随着电视剧市场竞争越来越激烈的处理，是当前中国电视业亟待解决的问题所面临的，是本研究的基本点。

关键词：《来自星星的你》；品牌营销

Abstract

In Asia Korean historical drama “from the stars” in your China mainland premiere ratings for the first time, and recorded an average of 2620000 viewers “ratings in Hongkong”. “How can you affect from the stars” so widely in the world? The reason, has great relationship with the marketing orientation and brand marketing. Effect of WTO rule in China’s TV market in the growing, the drama as the representative of the TV series also exacerbate China’s TV market competition. How to improve the core competitiveness and the overall level of TV drama, deal with the increasingly fierce market competition of the TV series, is the urgent problem at present Chinese TV drama industry faces, also is the basic point of this research.

Keywords: “from the stars you”; brand marketing

摘要…………………………………………………………………………………………………………………………………………………… 3

Abstract………………………………………………………………………………………………………………………………………………. 4

一、绪论………………………………………………………………………………………………………………………………………….. 6

1.1研究目的……………………………………………………………………………………………………………………………….. 6

1.2研究价值……………………………………………………………………………………………………………………………….. 6

1.3研究理论背景………………………………………………………………………………………………………………………… 6

二、韩剧在营销传播中成功的因素…………………………………………………………………………………………………….. 8

2.1多种卖点吸引不同层次受众…………………………………………………………………………………………………… 8

2.2市场营销环盖全球…………………………………………………………………………………………………………………. 9

2.3市场营销环盖全球…………………………………………………………………………………………………………………. 9

三、塑造我国电视剧营销策略体系…………………………………………………………………………………………………. 10