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“于正出品”四个字在近年来是一个热议话题,于正剧的走红似乎也成了观众早已习惯的事实,究其原因,与“于正式”的营销手段有着密不可分的关系。着重分析于正剧的营销策略,并且从粉丝营销、槽点营销、剧本营销以及娱乐营销四个方面分析“于正式”营销,从而探究出参与性文化、绯闻热点、于正美学以及制作创新对营销的重要性。然而笔者认为与倡导,一部好剧的收视率不但要靠所谓的营销包装来获得,更重要的还是需要关注内容本身的含金量,因为“好”并非是量的堆积,而是质的飞越。
“To be produced ” The four words in recent years is a hot topic, popular drama seems to have become the audience has long been accustomed to the fact that the reason, and “Formal ” marketing tools are inseparable Relationship. Focusing on analyzing the marketing strategy of Yu-drama and analyzing “formally” marketing from the aspects of fan marketing, slot marketing, script marketing and entertainment marketing so as to explore participatory culture, gossip hot spots, positive aesthetics and making innovation The importance of marketing. However, I think and advocate, a good drama ratings not only rely on the so-called marketing package to get more important or need to pay attention to the content of the gold content, because “good ” is not the amount of accumulation, but the quality Fly over.