摘要
目前,我国的电视节目市场已经遵循市场化的运作方式进行操作,但把影视剧作为一种特殊的媒介产品进行市场整合营销的成功个案还很少见。本文以2009年第44届台湾电视金钟奖获得者《痞子英雄》为典型案例,应用传播学的相关理论,分析其整合营销之道,为今后我国影视剧的营销推广提供经验与借鉴。
Since the deepening of the cross-strait cultural industrial cooperation, the development of film and TV industry in Taiwan has aroused wide concern based on expanding cross-strait medium exchanges and cooperation. Although China＇s television market operates following the marketable way, the successful case of using the TV series as a special media product to do the integrated marketing is rare. This paper, taking the typical example of Black and White, which won five awards including best theater and best director in Taiwan the 44th Golden Bell Awards 2009, applies the relevant theories of Communication to analyze the way of integrated marketing of Black and White. It provides experience and reference to China＇ s TV series marketing promotion in the future.
出处
《中北大学学报（社会科学版）》
2011年第4期110-114,共5页
Journal of North University of China：Social Science Edition
关键词
偶像剧
《痞子英雄》
整合营销
idol drama
Black and White
integrated marketing
