电视剧官方微博营销的主要策略及创新研究  

Research on the Strategies and Innovations of TV Dramas' Official Micro-blog Marketing

作　　者：苏美妮[1] 蒋丽雪[1] 

机构地区：[1]湖南大学新闻传播与影视艺术学院,湖南长沙410082

出　　处：《湖南大学学报（社会科学版）》2017年第2期142-148,共7页Journal of Hunan University(Social Sciences)

基　　金：湖南省教育科学重点资助项目:互联网+时代社会主义核心价值观融入高校艺术教育的路径与策略研究(XJK016AGD001)

摘　　要：当前电视剧官方微博营销在内容发布上采用独特性、利益性、趣味性和参与性的内容策略;在平台互动上采用多元性、创造性和分享性策略;在营销手段上强调整合性和互动性;但电视剧官微营销还存在非专业化运营、营销者重讯息发布轻受众交流、博文形式模式化等问题。应从深化微博营销理念、提升用户体验、创新营销手段等方面进行创新。Official Micro-blog marketing of TV series has adopted unique, satisfying, interesting and participatory strategies on information issues , and applied diverse, creative and shared ways on the interaction of platforms, and emphasized integrate and interactive promotion on marketing methods. But there were some deficiencies as the marketers were unprofessional,they prefer distribution of texts to audiences communication, and the published content was more stereotype than innovative. Innovations should be made in deepening the micro-blog marketing ideal, promoting the experience of users, and updating the ways of marketing.

关 键 词：电视剧官方微博 营销策略 营销创新 

分 类 号：G229.23[文化科学]