韩国电视剧在韩国和中国的营销传播策略研究 市场营销专业VIP专享VIP免费

韩国电视剧在韩国和中国的营销传播策略研究摘要：韩国影视产品的海外出口得到各个国家电视行业的重视。韩国在上世纪九十年代以后，持续激励韩剧的对外出口，且在亚洲产生了“韩流”情况。2005到2008年，该国电影、音乐、在线游戏的国内市场份额高达60%。2009年，该国广播电视内容行业出口数值是1.83亿美元。进入二十一世纪之后，该国广播电视相关产品出口业绩始终维持在高于10%的涨幅。即便，最近一段时间，韩剧在我国的出口业绩有下降的趋势，然而，探究韩剧营销方式还是对国内电视剧出口有明显的好处，其优势值得我们吸收与借鉴。关键词：韩剧；营销策略；对比分析AstudyonthemarketingcommunicationstrategiesofKoreanTVdramasinKoreaandChinaAbstract:theSouthKoreanfilmandtelevisionproductsexportedoverseastelevisionhasbeenthesubjectofattentionoftheworld.SouthKoreain1990s,toencourageKoreanexportsinAsiaandformedthe"Koreanwave"phenomenonin.2005-2008,Koreanmovies,music,theaverageshareofthedomesticmarketofonlinegameshasreached60%in02009,theradioandtelevisioncontentindustryexportsamountedto183milliondollars.Thenewcentury10years,exportsofKoreanradioandtelevisioncontentproductshasmaintainedagrowthrateofover10%.Although,inrecentyears,KoreanexportsdecreasedinChinabuttheanalysisofKoreandramasMarketingmodelisstillnotconducivetoChina'soverseasexportsofdrama,itsexperiencecanbeusedforreferenceKeywords:Koreandrama;marketingstrategy;comparativeanalysis目录摘要................................................................................................................................1Abstract..........................................................................................................................21序论.............................................................................................................................41.1研究背景..........................................................................................................41.2研究意义..........................................................................................................52相关理论及文献综述.................................................................................................62.1市场营销理论综述..........................................................................................62.2现代的市场营销理论......................................................................................83韩国电视剧在韩国的传播.......................................................................................114在中国的传播...........................................................................................................125韩国电视剧在韩中的营销传播策略分析...............................................................145.1编排播放策略................................................................................................145.2低价策略........................................................................................................155.3体验策略........................................................................................................15总结..............................................................................................................................16参考文献......................................................................................................................17致谢................................................................................................................