王牌影视节目的12种商业手法  

Entertainment Industry's Cash-drawing Way

作　　者：黎冲森 

出　　处：《经理人》2013年第5期28-34,20,共7页Manager

摘　　要：当前最吸金的王牌影视娱乐节目，在商业模式、产品、营销、资本和产业链等层面，是怎样进行商业运作的？具体包括制播分离、拷贝国外、创作为魂、煽情故事、专业流程、新媒体炒作、故作神秘、捆绑合作、多点盈利、阶梯分账、跨界合作、衍生开发等12种成功操盘大法。Lost in Thailand, Journey to the West, such movies which broke the box records showed fantastic cash-drawing charm. TV program Voice of China kept going up in rating which also gained attractive profits. The core of these success entertainment programs is being close to the public. The audience are willing to pay because they could easily interact with the characters in a relaxing story. Its commercial way is to use power through different channels such as commercial module, production, marketing, capital, industrial chain etc, and to utilize strategies including separation of production and promotion, creation priority, provoking story, promotion through new media, professional operation, being mysterious, bundle cooperation, multi-profiting, cross cooperation and further development etc. Although the strategies are different, the goal is the same.

关 键 词：影视节目 商业模式 娱乐业 手法 娱乐节目 商业运作 制播分离 媒体炒作 

分 类 号：F713.36[经济管理—产业经济]