《非常了得》栏目营销策略研究.doc

《非常了得》栏目营销策略研究 （南京师范大学新闻与传播学院 江苏 南京） 摘要： 《非常了得》是江苏卫视推出的大型益智答题类电视节目，开播一年多来收视率火爆，在编导的编排和制作下，引起了不小的社会讨论。作为一档娱乐化的益智答题节目，《非常了得》以娱乐的形式向观众展现了许多当前社会热点话题，例如：拒绝冷漠，帮助好人，活熊取胆等。该节目积极关注热会热点，注意提升节目层次，节目融入大量的娱乐元素，使得节目轻松愉悦。 《非常了得》节目之所以成功，很大程度取决于其与时俱进的宣传手段和独辟蹊径的营销策略，营销策略对它的成功起到了核心作用。电视节目营销策略是指以受众需要为出发点，根据经验获得受众需求的品质以及期望值，有计划地组织各项经营活动，通过相互协调一致的策略和宣传手段，为受众展现满意的节目而实现电视节目收视目标的过程。良好的节目营销策略可以使得一档新推出的节目更快也更广泛的被社会大众接受并喜爱，很大程度上决定了一档节目的收视率以及收视群体。 关键词： 《非常了得》 营销策略 核心作用 the Marketing Strategy of Fei Chang Liao De Research (Nanjing Normal University JiangSu NanJing) Abstract： Under the production of producer-director in Jiangsu Satellite TV, the famous TV show called Fei Chang Liao De has caused a heated discussion in the society around this year. This programme showed hot topics to the audiences in the form of entertainment, in the example of refusing inhospitality, helping people, in order to enhance its level. At the same time, it combines with entertainment and makes the programme comfortable and delighted. The marketing strategy of this programme starts with the audiences demand, and it pursues the quality and desired value according to its experiences. The programme organizes operating activities designedly, it shows the perfect programme and achieves the audience rating goal by the consonant stategy and publicity measures. A decent marketing strategy can make a new programme more acceptable by the public, it also decides the audience rating and audience group. The reason why Fei Chang Liao De achieves success is that it has the newly publicity measures and the unique marketing strategy. The markrting strategy plays a key role in its success. Key Words： Fei Chang Liao De, marketing strategy, key role 目 录 1 引 言·····························································4 2 中国益智答题类节目现状·································4 2.1 益智答题类节目类型········································5 2.2 益智答题类节目发展现状········································5 3 营销策略的价值 ································