摘 要随着科技的快速发展以及媒体行业的兴盛，电视节目也层出不穷，展现出百花齐放的现状，那么如果要使日渐泛滥的户外真人秀节目保持活力，必须不断适应当前环境的变化并对营销策略做出适当的调整。《极限挑战》自 2015 年 6 月在东方卫视播出，收视率一直居高不下，取得很好的成绩。本文首先以营销学相关的理论为基础，结合文献研究法梳理出国内外研究现状，其次，对真人秀节目进行详细的介绍并采用 STP 模型和恰当的营销组合对国内真人秀节目的营销现状进行分析，然后对《极限挑战》内容进行概述并着重分析其营销模式。最后通过对以上方面的全部分析，结合 4P 营销理论，对产品，价格，渠道，促销进行归纳总结，探讨出行之有效的对策。在对此案例的全面分析中，有助于我们掌握最优的营销组合策略，并对以后的真人秀节目起到参考作用，提供可靠的理论依据，更有效的传递文化价值。关键词：极限挑战；真人秀；营销策略1AbstractWith the rapid development of science and technology and the prosperity of the media industry, TV shows are constantly emerging, showing the status quo of blossoming flowers. If you want to keep the increasingly popular outdoor reality show live, you must continue to adapt to the current environmental changes and make marketing strategies Appropriate adjustment. "Extreme Challenge" has been broadcast on Oriental TV since June 2015. The ratings have been high and achieved very good results.This paper first based on the theory of marketing, combined with the literature research method to sort out the current situation of domestic and foreign research, and secondly, the reality TV program to introduce in detail and use STP model and appropriate marketing combination to analyze the current situation of domestic reality TV programs, and then the "extreme challenge" content overview and focus on the analysis of its marketing model. Finally, through all the above analysis, combined with 4P marketing theory, products, prices, channels, promotions to...
