真人实境节目《新西游记》品牌建构策略探讨  

Discussion on the Brand Building Strategy of the Reality Show New Journey to the West

作　　者：严楚晴 Yan Chuqing(Macao University of Science and Technology,Macao 999078,P.R.China)

机构地区：[1]澳门科技大学人文艺术学院,中国澳门特别行政区氹仔999078

出　　处：《江西科技师范大学学报》2024年第3期89-96,共8页Journal of Jiangxi Science & Technology Normal University

基　　金：黑龙江省省属本科高校基本科研业务费科研项目(编号:2002BJ07)。

摘　　要：在以互联网为主导的信息时代,电视媒介与新媒体由竞争走向融合。韩国真人实境节目《新西游记》的出现,适应了时代的变迁及大众的消费需求,它采用网络、电视同步播放的形式建构节目品牌,并以衍生节目、周边商品构织起节目品牌的产业链,创造出媒介新价值,推进电视与网络节目的诸多联动。从其构建之始,团队便设计了视野及受众的跨国性,意图赢得中国、日本以及其他邻近国家的观众,从而获得最大的认同与传播效果。着力探讨《新西游记》在品牌创建,内容设定及受众定位、产品延伸、品牌链生产等诸方面的创新,以启发中国制作出更为精彩的真人实境节目,赢得线上线下及媒介融合时代的跨国娱乐市场。in the information age dominated by the Internet,television media and new media have moved from competition to integration.The emergence of the Korean live-action reality program New Journey to the West adapts to the changes of the times and the consumption needs of the public.it uses the form of online and TV synchronous broadcast to construct the program brand,and weaves the industrial chain of the program brand with derivative programs and peripheral commodities,creating new media value and promoting the linkage between TV and online programs.From the very beginning of its construction,the team designed the cross-border nature of the vision and audience,with the intention of winning audiences in China,Japan and other neighboring countries,so as to obtain the greatest recognition and communication effect.This study focuses on the innovation of New Journey to the West in brand creation,content setting and audience positioning,product extension,brand chain production,etc.,so as to inspire China to produce more exciting live-action programs and win the multinational entertainment market in the era of online and offline and media convergence.

关 键 词：真人实境节目 《新西游记》 跨国市场 品牌建构 

分 类 号：F062.9[经济管理—政治经济学]