在电视剧同质化严重、供大于求的环境下,如何让独播剧一枝独秀,如何让联播剧在同播平台中独领风骚?多元化、差异化的电视剧配套节目是营销的主要手段。有效的营销,要运用自身的资源优势来生产配套的电视节目,打通全台栏目形成宣传合力,形成内容上“1+N”的系列化与规模化,推介形式上的立体化与高频化。简言之,就是要做到剧“大”营销。多元化与差异化——配套“大”节目传统的4P理论中产品是首要的营销手段,电视剧内容产品的品牌化就是要在每一部播出的电视剧上打上山东卫视的烙印。多元化和差异化的配套节目,可 How to make the co-broadcast play the leading role in the same broadcast platform under the circumstance of serious homogenization of the drama and oversupply? The diversified and differentiated drama matching program is the main means of marketing. Effective marketing, we must use its own resources to produce supporting television programs, get through the whole column to form a publicity force, the formation of the content “1 + N ” series and scale, promote the formal three-dimensional and high Frequency. In short, it is to achieve drama “big ” marketing. Diversification and Differentiation - Supporting “Big ” Program The traditional 4P theory is the primary marketing tool. The branding of TV content products is to impose the brand name of Shandong TV on every TV series broadcast. Diversified and differentiated supporting programs can be