《爸爸去哪儿》节目营销模式探析

发布时间：2018-03-13 10:17

本文选题：亲子真人秀　切入点：电视节目　出处：《河南大学》2015年硕士论文　论文类型：学位论文

【摘要】：2013年11月,湖南卫视从韩国原版引进的亲子类真人秀节目《爸爸去哪儿》播出后,引发了全国各大卫视对真人秀节目的热捧。作为一档亲子节目《爸爸去哪儿》在充分彰显童真童趣的同时,将亲子教育及儿童教育理念的转变展现在观众面前,是一种教育体验活动,也是一种寓教于乐的教育传播活动。《爸爸去哪儿》在引进之后在保持了电视节目的基本框架以及内在价值共识之外,也对节目进行了本土化的处理,塑造了更为立体、更为丰富的人物关系,并且对节目的内在教育意义进行了成分定位,让教育意义更加明确。有继承、延续也有植根于中国受众的节目创新,这是《爸爸去哪儿》能够取得成功的关键所在。作为一档原版引进节目,它之所以能够引领全国的真人秀节目的新浪潮,正是因为它的节目元素、营销模式、节目冲突模式等方面所做的积极探索。亲子类真人秀节目作为当下热播的时尚栏目,其符号意义非常明显,一方面它满足了观众的对明星生活的窥视欲望,另一方面又是对现实生活自我亲子教育的一种再现,观众从节目当中看到了自己的理想和“影子”。另外,《爸爸去哪儿》之所以取得成功,除了节目本身在主题、结构、情节设置等方面的优势之外,它的全媒体营销策略也是其取得成功的关键,作为一档引进版权的亲子真人秀节目,它选择了成熟品牌的恰当引进,实现了文化产品的差异化彰显,经过本土的包装处理,塑造了明星品牌效应。《爸爸去哪儿》主打明星、亲子、互动等传播关键词,节目冲首播到以后的第二季,掀起了国内亲子真人秀的节目编制热潮。从传播学意义上讲《爸爸去哪儿》的传播效果主要表现在三个层面:教育层面、媒体层面、消费层面,而这三个层面涉及了电视节目的价值选择、媒体属性、商业营销等多个方面的核心要素。《爸爸去哪儿》所掀起的亲子热,所带来的产业链的综合发展超出了人们的预期,电影、动漫、服装、旅游等产业在其促使下而迅速发展,无论是品牌、口碑、造星、吸金、衍生产业链、整合传播、搅动新媒体和制造旅游热等等都是其产业链的具体表现。
[Abstract]:In November 2013, Hunan Satellite TV introduced the parent-child reality show "where does Dad go," which was introduced from the original version of South Korea, after it was broadcast? It has aroused the popularity of reality TV programs across the country. As a parent-child program, "where is Dad going?", while fully demonstrating the innocence and childlike interest of the children, the shift in the concept of parent-child education and children's education has been revealed to the audience. It is a kind of educational experience activity, it is also a kind of educational communication activity with education and fun. After the introduction of "where to Dad", besides maintaining the basic framework of TV programs and the consensus of their intrinsic values, they have also been treated indigenously. Created a more three-dimensional, richer character relationship, and the inherent educational significance of the program elements positioning, so that the educational significance is more clear. There is inheritance, continuity and rooted in the Chinese audience program innovation, This is the key to the success of where Dad goes. As an original program, it can lead a new wave of reality TV programs across the country, precisely because of its program elements and marketing model. As a popular fashion program at present, the symbolic significance of the program is very obvious. On the one hand, it satisfies the audience's desire to peek at the star's life. On the other hand, it is a reappearance of the education of parents and children in real life. Viewers see their ideals and "shadows" in the program. In addition, the success of where Dad goes is due to the fact that the program itself is themed and structured. In addition to its advantages in terms of plot setting, its all-media marketing strategy is also the key to its success. As a reality show that introduces copyright to its parents and children, it has chosen the proper introduction of a mature brand. It has realized the differentiation of cultural products, and after local packaging, it has shaped the star brand effect. "where is Dad going?" key words such as star, parent-child, interaction, etc., the program premieres to the next second season. There has been an upsurge in the production of reality TV programs for domestic parents and children. In the sense of communication, the communication effect of "where is Dad going" is mainly manifested at three levels: education, media, and consumption. And these three levels involve the core elements of the value selection of television programs, media attributes, commercial marketing, and so on. The parent-child fever caused by "where is Dad going?" has led to a comprehensive development of the industrial chain that has exceeded people's expectations. Movies, Animation, clothing, tourism and other industries under its promotion and rapid development, whether it is brand, word of mouth, star-making, gold absorption, derivative industry chain, integration and communication, stir up new media and manufacturing tourism craze and so on are the specific performance of its industrial chain.
【学位授予单位】：河南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222-F

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