基于4P理论的美国电视剧营销研究_英语论文     

The Study of the U.S. Teleplay’s Marketing Based On the 4Ps Theory

摘要

美国电视剧从上世纪50年代开始产业起步，经过数十年的发展，目前已经成为全世界电视剧产业发展中最为成熟的国家。据统计，美国控制了世界上75%的电视节目的发行，每年向其他国家发行的节目（包括影视节目在内的娱乐节目）总时长达到30万个小时。在众多外销节目中，电视剧所占的比例最大，吸附行业广告超过70%。

近几年是美剧行业发展的高峰时期。它区别于日趋模式化的好莱坞，转而追求一种越来越考究的艺术品位，越来越奔放的自由创意，所以正在吸引越来越多的美国、欧洲和亚洲的年轻人。美剧能在本土凌驾于电影和其他节目之上，并且行销全球，除了归功于它在创作上的许多成功策略外，经得住市场考验的营销策略也确实是功不可没。

本文将利用营销理论中的经典理论“4P理论”，对美国电视剧的产品、营销价格、营销渠道以及其营销策略进行分析、探讨和归纳总结，试图具体演绎4P理论在美国电视剧市场中的运用，并且做一些实例的分析。最后，在结论部分会简单概述一下中国电视剧行业的状况，然后借鉴美国电视剧的成功策略为中国电视剧行业的未来进步和发展提供建设性的发展对策。

关键词：美国电视剧  电视剧产品  4P理论

Abstract

The U.S. teleplay industry started in the 1950s, it is now considered as the most mature part in the world teleplay industry after developing and innovating for more than ten years. According to some statistics, America has controlled 75% of the global distribution of TV programs, the total length of its entertainment programs distributed to other countries annually which include film and television programs are up to 300,000 hours. Among all those export programs, TV series account for the largest proportion, absorbing over 70% trade advertisements.

Recently, the U.S. teleplay industry is in its heyday. Distinguished from the increasingly modeled Hollywood, it pursues more exquisite art taste as well as unrestrained open-ended ideas, a growing number of young people from America, Europe and Asia are attracted as a result. The reason why the U.S. TV series are above the local movies and other programs and exported all over the world lies not only in the successful strategies of the production, but also in the marketing strategies which can stand the market test.

This thesis takes advantage of the classical theory—4Ps theory, namely product, price, place and promotion to analyze, generalize and explore the products, marketing price, marketing channels and marketing strategies of the American TV programs with some specific case studies. Also, at the end of the paper, a brief introduction of the current situation of Chinese TV programs is given, and then some constructive advice is offered for improvement accordingly. 

Keywords: U.S. teleplay  teleplay product  the 4Ps theory of marketing

Contents

Chapter 1 Introduction 3

Chapter 2 The U.S. Teleplay Product 4

2.1 Teleplay Product Positioning 4

2.2 Teleplay Product Development 4

2.2.1 Theme Development 5

2.2.2 Story Design 6

2.2.3 Subject Establishment 6

2.3 Production Flow of Teleplay Product 7

2.4 Production Method of Teleplay Product 8

Chapter 3 The U.S. Teleplay’s Marketing Price 9

3.1 Product Pricing Principles 9

3.1.1 Factors Influencing Product Pricing 9

3.1.2 Based on Audience Rating 10

3.2 Payment Terms of Price Transaction 11

3.2.1 Cash Transaction 11

3.2.2 Barter Transaction 12

Chapter 4 The U.S. Teleplay’s Marketing Channels 13

4.1 Broadcasting Network & Cable Channel 13

4.2 Broadcasting Network & Alliance TV Station 14

4.3 Network Marketing 15

4.4 Mobile Phone Marketing 15

Chapter 5 The U.S. Teleplay’s Marketing Strategies 17

5.1 Brand Marketing Strategy 17

5.1.1 Branding 17

5.1.2 Brand Extension 18

5.2 TV Season Marketing Strategy 19

5.3 Interactive Marketing Strategy 20

Chapter 6 Conclusion 22

Acknowledgments 24

References 25