偶像养成类节目营销策略研究

偶像养成类节目营销策略研究 ——以《创造 101》为例偶像养成类节目营销策略研究 ——以《创造 101》为例摘 要偶像养成类节目是一种新型的综艺类型，起源于韩国的偶像养成产业模式。从2015 年开始，国内引入的多档偶像养成类节目都取得了一定程度的关注度与讨论度，成功培养了一批又一批的目标观众，并且让综艺制作人和投资人发现了“偶像养成”这个巨大的营销市场。本文通过对其中具有代表性的《创造 101》节目的营销策略进行研究分析，同时结合其线上线下的营销策略总结其节目播出不同阶段下的营销效果与影响力，力图为其他类型的偶像养成类节目的营销提供启示和借鉴。关键词：偶像养成；综艺节目；营销策略1北京理工大学珠海学院 2020 届本科生毕业论文Study on marketing strategy of idol cultivation programs -- take creation 101 for exampleAbstractIdol cultivation program is a new type of variety show, which originated from the idol cultivation industry model in Korea. Since 2015, many idol cultivation programs introduced in China have gained a certain degree of attention and discussion, successfully cultivated a number of target audiences, and made variety show producers and investors find the huge marketing market of "idol cultivation".Through the research and analysis of the marketing strategy of the representative program "create 101", this paper summarizes the marketing effect and influence of the program in different stages of broadcasting based on its online and offline marketing strategies, in an attempt to provide inspiration and reference for the marketing of other types of idol cultivation programs.Keywords: Idol formation; Variety shows; The marketing strategy北京理工大学珠海学院 2020 届本科生毕业论文目 录一、引言 ...................................................................... 1 （一） 研究背景 ............................................................. 1 （二） 研究现状 ............................................................. 1 （三...