摘要
在数字媒体高度发达的今天，人们对于媒体形式的展现与表达已经不仅仅局限在电视媒体与电影媒体的宣传方面，随着如今高度发达的媒体化，一些新型的媒体表现形式也出现在人们的视野中，如，近几年在中国各大卫视节目崛起的真人秀节目，很好的丰富了中国的数字媒体发展，同时也为国家政策的宣传与倡导，起到了重要的帮助作用。虽然真人秀的综艺节目在国内的发展时间较短，但是却呈现了百花齐放的繁荣局面，丰富了中国人民的精神文明生活，在这些真人秀的综艺节目中，有以弘扬社会正能量为主的体验类真人秀节目，也有以单纯娱乐性质为主的互动类真人秀节目，但不管是何种类型的节目，都对习近平总书记倡导的努力建设精神文明社会的宗旨有着一定的契合。真人秀综艺节目的全面发展对于目前中国的数字媒体发展来说，具有重要的指导意义，同时，真人秀综艺节目的出现也是时代发展的必然产物。本文以真人秀综艺节目《二胎时代》作为主要的研究对象，深入地对当代电视媒体的营销策略进行分析，列出《二胎时代》这档真人秀综艺节目的电视媒体营销策略的具体体现，最后对《二胎时代》的电视媒体营销策略进行深入的分析，挖掘这部作品带给我们的深刻启示。同时系统的对当代电视媒体的营销策略做一个系统性的总结。
关键词二胎时代；数字媒体时代；真人秀综艺节目；电视媒体营销策略；
Abstract
In today’s highly developed digital media, and show people the form of expression of the media has not only limited in terms of publicity television and film media, with highly developed media of today, some new media manifestations also appeared in people’s vision, as in recent years the rise in the major Chinese TV show reality show, well enrich the Chinese digital media development, but also to promote and advocate for national policy, has played an important role in helping. While reality TV variety show in the country’s development time is shorter, but it presents a flourishing prosperity, enrich the spiritual life of Chinese people in these reality TV variety show, there is a positive energy to promote community-based experience the reality show, but also to the nature of purely entertainment-based interactive reality show, but no matter what type of program, all of the efforts to build spiritual civilization advocated by General secretary Xi Jinping purpose society has a certain fit. Comprehensive development reality show variety show for China’s current development of digital media, it has an important guiding significance, at the same time, the emergence of reality TV variety show is the inevitable product of the times. Taking reality show variety show “two-child era” as the main object of study in depth the contemporary television media marketing strategy analysis, listed TV media marketing strategy, “two-child era” reality show that it exists a concrete manifestation of the variety show Finally, on the “two-child era,” the TV media marketing strategy in-depth analysis, mining this work gives us a profound lesson. At the same time contemporary television media marketing strategy system to make a systematic summary.
Key words：second child age; age of digital media; reality TV variety show; television media marketing strategy;
目 录
摘要……………………………………………………………………………………………………………….. 2
引言……………………………………………………………………………………………………………….. 6
一、《二胎时代》的简介…………………………………………………………………………………. 6
二、《二胎时代》中电视媒体的营销策略体现…………………………………………………. 7
2.1有力借助国家政策措施来进行推广宣传……………………………………………… 7
2.2名人效应……………………………………………………………………………………………. 8
2.3强有力的广告赞助支持………………………………………………………………………. 8
2.4对于受众群体的把握准确…………………………………………………………………… 9
2.5节目的真实性…………………………………………………………………………………….. 9
三、《二胎时代》对电视媒体的营销策略有哪些重要的启示……………………………. 9
3.1电视节目的制作应该紧跟国家政策…………………………………………………… 10
3.2名人效应+素人模式所带来的收视率………………………………………………… 10
3.3电视媒体的营销应该有鲜明的主题…………………………………………………… 10
结束语………………………………………………………………………………………………………….. 11
参考文献………………………………………………………………………………………………………. 12
致谢……………………………………………………………………………………………………………… 13
