探究新媒体时代下微博销对电视节目的重要.doc

探究新媒体时代下微博营销对电视节目的重要性 ————以2014年湖南卫视新浪微博营销方式为例 摘要： 互联网到2015年已经进入了高速发展的时段，以个人为中心的新媒体已经从边缘走到了主流。它满足了了人们休闲娱乐时间碎片化的需求，满足了随时随地地互动性表达、娱乐与信息需要。我国作为世界微博品牌第一大国，其庞大的用户群体、稳定便捷的平台给众多产品提供了营销的空间，广播电视也不例外。由于微博的用户群体庞大，购买力高，活跃度高，在国内市场上有着越来越重要的地位。因此，作为把收视率视为成败关键的电视节目来说，尤其是在国内电视节目同质化严重和竞争日益激烈的当下，如何成功的运用微博为自己的电视节目进行营销越来越成为未来广播电视的核心竞争力之一。本文以当前我国国内省级卫视的领跑者——“湖南卫视”为例，深入且系统的分析湖南卫视在2014年运用新浪微博对电视节目进行微博营销的实践情况。结合其带来的启示，重点分析目前微博在我国电视节目中的应用，并结合国内实际，对比分析电视节目微博营销出现的原因，从而去探析微博营销在新媒体时代下对电视节目推广的重要性，为国内电视节目在营销方面提供一些借鉴和建议。 关键词：微博营销 电视节目 湖南卫视 ABSTRACT Has entered the high-speed development of the Internet to 2015 times, to individual as the center of the new media has come from the edges of the mainstream. It can satisfy people leisure time the demand of the fragmentation, meet the interactive express anytime and anywhere, entertainment and information needs. China as the worlds superpower weibo brand first, its large user base, a stable and convenient platform for many products marketing space, radio and television is no exception. Weibo marketing is under the new media era on the basis of communication theory, marketing theory and the classic case as a guide, integration of network media marketing past a means of marketing. Due to the large weibo user groups, high purchasing power, active degree is high, has a more and more important position in the domestic market. Therefore, as the ratings as key to the success or failure of TV programs, especially in the domestic television began and increasingly competitive today, how to use weibo successful marketing is more and more for his own TV show will be one of the core competitiveness of broadcasting and television in the future. Based on the current our country domestic leader of the provincial satellite TV, \hunan satellite TV\ as an example, in-depth analysis and system of hunan satellite TV in 2014 using sina weibo microblogging marketing practice on TV. Combined with its message, focuses on analyzing the current weibo application