文化类综艺节目传播营销策略研究  

Research on the Communication Marketing Strategy of Cultural Variety Show

作　　者：王筱卉 庞雪芮 WANG Xiaohui;PANG Xuerui(State Key Laboratory of Media Convergence and Communication,Communication University of China,Beijing,100024,China;Internet Information Research Institute,Communication University of China,Beijing,100024,China)

机构地区：[1]中国传媒大学媒体融合与传播国家重点实验室,北京100024 [2]中国传媒大学互联网信息研究院,北京100024

出　　处：《湖南工业大学学报（社会科学版）》2021年第2期78-85,共8页Journal of Hunan University of Technology(Social Science Edition)

基　　金：中国传媒大学中央高校基本科研业务费专项资金及中国传媒大学亚洲传媒研究中心项目“中韩影视创作比较研究”(AMRC2019-10)。

摘　　要：2013年起在央视“中国大会”系列节目的牵头下,一大批文化类综艺节目逐渐涌现,并于2017年呈现出强势回归、火爆荧屏的现象。近年来,该类节目的市场环境严峻,数量锐减明显,虽然有相关政策的扶持和固定受众的青睐,仍面临传播闭塞和招商引资难等现实困境。文化类综艺节目要想突围,必须从传播和营销两个层面同时发力:将多频多终端线上传播与户外宣推等线下传播结合起来,利用各方资源,构建传播矩阵;在节目的具体营销实践中,树立商品营销理念,精准化广告投放,根据节目体量进行衍生品开发,打造节目产业链。Since 2013,under the leadership of CCTV’s“China Conference”series,a large number of cultural variety shows have gradually emerged,and in 2017,they showed a strong return and became popular on TV.In recent years,the market environment of this kind of programs is severe,and the number has decreased significantly.Despite the support of relevent policies and the favor of fixed audience,they still face practical difficulties such as communication block and difficulty in attracting investment.If cultural variety shows want to break out of the competition,they must make efforts from both communication and marketing levels:They should combine multi-frequency and multi-terminal online communication with offline communication such as outdoor publicity and promotion,and construct a communication matrix by utilizing various resources.In the specific marketing practice of the program,the concept of commodity marketing should be established,the precise advertising should be implemented,the derivative products should be developed according to the volume of the program,and the program industry chain should be built.

关 键 词：文化类综艺节目 市场环境 传播策略 营销策略 

分 类 号：J905[艺术—电影电视艺术]