综艺《密室大逃脱》新媒体营销策略分析.docx

摘要

湖南卫视芒果TV品牌综艺节目《密室大逃脱》自开播以来，取得了良好的收视率，这离不开其对新媒体营销的精准运用。本文即以《密室大逃脱》的新媒体营销作为切入点，在分析节目的《密室大逃脱》新媒体营销的具体方式及策略，总结出其新媒体背景营销策略中存在的具体问题，并提出相对应的优化措施，旨在更好地推进我国电视综艺节目新媒体营销。本文共分为五个章节，第一个章节为绪论，主要介绍了本文的研究背景、研究现状、研究的主要内容及研究方法；并且对新媒体营销的相关理论进行了讨论分析；第二章对综艺节目《密室大逃脱》的新媒体营销现状作了阐述；第三章对《密室大逃脱》的新媒体营销中存在的具体问题分析研究；第四章则是在第四章的基础上提出《密室大逃脱》新媒体营销存在问题的优化措施；第五章为本文的总结，希望能够提出一些建设性的建议，为我国电视综艺节目的发展做出一点贡献。

关键词：综艺《密室大逃脱》；新媒体营销；优化措施

Abstract

ThemangoTVvarietyshow“EscapefromtheChamberofSecrets”ofHunanSatelliteTVhasachievedgoodratingssinceitsbroadcast,whichcannotbeseparatedfromitsaccurateuseofnewmediamarketing.ThisarticletakesthenewmediamarketingoftheGreatEscapeoftheChamberofSecretsastheCut-inPoint,andanalyzestheconcretewaysandstrategiesofthenewmediamarketingoftheGreatEscapeoftheChamberofSecrets,thispapersummarizesthespecificproblemsexistinginitsnewmediabackgroundmarketingstrategy,andputsforwardthecorrespondingoptimizationmeasures,aimingatpromotingourcountrysvarietyshownewmediamarketingbetter.Thispaperisdividedintofivechapters,thefirstchapteristheintroduction,mainlyintroducestheresearchbackground,researchstatus,researchcontentandresearchmethods;Thesecondchapterdiscussesthecurrentsituationofthenewmediamarketingofthevarietyshow“EscapefromtheChamberofSecrets”Thethirdchapteranalyzesandstudiestheconcreteproblemsexistinginthenewmediamarketingof“TheGreatEscapefromtheChamberofSecrets”Thefourthchapterisbasedonthefourthchapterofthe“GreatEscapefromtheChamberofSecrets”newmediamarketingproblemsoftheoptimizationmeasures,thefifthchapteristheconclusionofthispaper,Ihopetobeabletoputforwardsomeconstructivesuggestions,tocontributetothedevelopmentofourvarietyshow.

KeyWords:Variety“GreatEscapeRoom”;Newmediamarketing;Optimizationmeasures

目录

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