中国真人秀节目的营销策略探究_英语论文                        

Analysis of the Marketing Strategy of Reality TV Shows in China          

摘要

真人秀节目在中国从无到有，再到如今风靡的现状，发展地十分迅速。近十年来，真人秀节目已经走向繁荣发展的阶段，并在近几年有了非常成功的表现。尤其是近两年的真人秀节目火爆荧屏，这无疑给中国电视带来新的活力，并且创造了巨大的经济价值，与此同时，真人秀节目在中国也存在着很多问题。

本文首先梳理 4P 营销组合理论、整合营销理论、网络营销、广告营销等一些主要营销理论，重点介绍电视节目营销策略的相关理论。在较为详细的分析中国真人秀节目的现状和问题之后，以美国好声音和中国好声音为例，对比分析了两国真人秀节目营销策略的成功之处，指出了国内真人秀节目进行创新的必要性。最后针对国内真人秀节目的营销问题，在明确受众、节目创新，广告植入，互联网时代新媒体互动式传播，版权交易、多元化经营等方面提炼出一套有利于提高国内真人秀节目更受欢迎的实用方法，为中国真人秀的发展提供新思路。

关键词：中国；真人秀节目；营销；策略

Abstract

Reality TV show has been developed rapidly in China from scratch. It has been enjoyed a booming period nearly a decade, which also has made very successful achievement. Especially the hot performance of several hit reality TV shows has injected new vitality into Chinese TV industry without any doubt. Although it has created enormous economic value, there are many problems in Chinese reality TV shows. 

Firstly, this thesis clarifies and analyses some marketing theories such as the Marketing Theory of 4Ps, Integrated Marketing Communication Theory, Brand Extension Theory, and pays more attention to the current situation and issues of Chinese reality TV shows. And then, the successful marketing strategies of both are compared and analyzed by taking the Voice of China and Voice of America as examples in this thesis to show the necessity of innovation. In the end, according to the marketing problems exiting in Chinese reality show, the author puts forward a set of practical marketing strategy in order to improve the marketing of Chinese reality show, which is in terms of clearing the audience, innovating the program, product placement, new media communication, trading copyright, branding extension and so on. These will provide new ideas for the innovations and combinations of Chinese reality TV shows development.

Key words: China  Reality TV show  marketing  strategy

Contents

Chapter 1 Introduction 3

Chapter 2  Reality TV Show & Marketing Strategy 4

2.1 Reality TV Show 4

2.1.1 The Definition of Reality TV Shows 4

2.1.2 The Characteristics of Reality TV Shows 4

2.2 Marketing Strategy 5

2.2.1 The Definition of Marketing Strategy 5

2.2.2 The Major Marketing Strategies 5

     2.2.2.1 The 4P Marketing Theory 5

     2.2.2.2 The Network Marketing 6

     2.2.2.3 The Integrated Marketing Theory 6

    2.2.2.4 The Advertising Marketing 7

Chapter 3  Problems of Reality TV Show in China and Countermeasures 9

3.1 The Current Situation of Reality TV Show 9

3.2 The Problems of Reality TV Show in China 9

   3.2.1 The Program Content and Model Is Not Creative 10

   3.2.2 The Production and Distribution Mechanism Is Immature 10

   3.2.3 Originality and Brand Extension Are Not Advanced 11

    3.3 Countermeasures----Reference and Innovation of Marketing Strategy 11

3.3.1 Advantages of TV Marketing over Traditional Marketing 12

3.3.2 New and Creative Marketing Strategies 13

    3.3.2.1 The Chain Marketing 13

    3.3.2.2 The System Marketing 13

Chapter 4 Case Analysis 14

4.1 Brief Introduction to Voice of America & Voice of China 15

    4.2 Successful Market Strategies of Both Reality Shows 16

       4.2.1 The Product Marketing Strategy 16

   4.2.2 The Price Marketing Strategy 16

   4.2.3 The Network Marketing Strategy 17

4.3 The Innovative Marketing Strategies of Voice of China and the Implication to Chinese Reality Shows 17

Chapter 5 The Future Trend of Reality TV Show in China 19

Chapter 6 Conclusion 20

Acknowledgments 21

References 22