对我国网络综艺节目市场营销策略问题的探究

中文摘要

近些年来，伴随着互联网技术，特别是移动互联技术的发展，新媒体产生并且快速发展，对各行各业产生了尤为深远的影响。各个行业也因为新媒体的发展而发生了较大的变化，在“两剧一星”的大背景下，传统的电视综艺节目中的那些营销方式已经不能适应当前的媒体及社会环境，故而各大制片人纷纷将注意力投向了网络自制的综艺节目。自2017年，网络自制综艺节目进入2.0时代开始，它们相互之间的竞争便越来越激烈，传统的综艺节目营销模式已然不能满足当下市场的需求。在这种背景下，网络自制综艺节目如何制定与自身内容相一致、收视率高的营销手段，并赢得观众的青睐就显得尤为重要了。本文以当下比较知名的几个综艺节目——《明星大侦探》第二季、《中国新说唱》、《偶像练习生》为例，着重探讨当前我国网络综艺节目的市场营销策略问题。希冀这对改变我国电视娱乐行业的营销方式、提高营销水平，充实电视节目，完善整个娱乐产业链提供以资借鉴的内容，并能对我国的电视娱乐行业产生一定的影响。

关键词：网络综艺节目；营销策略；真人秀   

Abstract

In recent years, with the development of Internet technology, especially mobile Internet technology, new media has emerged and developed rapidly, which has a parti-cularly profound impact on all industries. Due to the development of new media, great changes have taken place in various industries. Under the background of "two dramas and one star", the marketing methods of traditional TV variety shows have been unable to adapt to the current media and social environment. Therefore, all major producers have paid attention to the online variety shows. Since 2017, when the online homemade variety shows entered the 2.0 era, the competition among them has become increasingly fierce, and the traditional variety show marketing model can no longer meet the current market demand. In this context, it is particularly important to develop marketing methods that match the content of the network homemade variety shows with high audience rating and win the favor of the audience. In this paper, several well-known  variety shows such as the second season of star detective, new rap of China and idol  trainee are taken as examples to focus on the marketing strategies of online variety   shows in China. It is hoped that this will change the way of marketing of China's TV entertainment industry, improve the level of marketing, enrich TV programs, im-prove the entire entertainment industry chain to provide reference content, and can   have a certain impact on China＇s  TV entertainment industry.

Key  Words: Online variety show; Marketing planning; Reality show

目录

摘要

绪论 …………………………………………………………………………………1

一、网络综艺节目概述  …………………………………………………………2

（一）网络综艺节目简介………………………………………………………2

（二）新时代网络综艺节目营销的必要性……………………………………2

二、节目概述 ………………………………………………………………………2

（一）《明星大侦探》第二季概述………………………………………………2

（二）《中国新说唱》概述………………………………………………………3

（三）《偶像练习生》概述………………………………………………………4

三、节目营销策略不足及建议………………………………………………………5

结论……………………………………………………………………………………7

参考文献………………………………………………………………………………8