赵本山广告运作评价.doc

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actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
赵本山广告运作评价
以本山文化传媒集团和刘老根大舞台为中心组织的赵本山商业帝国已逐渐成为中国老百姓拥护的企业集团，赵本山个人的知名度加上事业上的开展是“赵本山〞成为了一个家喻户晓的品牌。
本山传媒的产业主要分成四大块：演出业，影视制作业，电视栏目业和艺术教育事业。
辽宁民间艺术团是本山传媒的核心企业，是本山传媒的主体，以出演东北二人转，喜剧小品，东北民间歌舞为主。艺术团成立不久，赵本山就大胆再沈阳开办刘老根大舞台剧场，建立绿色二人转的大本营。目前“刘老根大舞台〞已在北京、沈阳、哈尔滨、天津、长春、吉林市开办了8家连锁剧场。7家剧场“天天有演出，场场都爆满〞。特别是位于沈阳中街的“刘老根大舞台〞旗舰剧场，一年四季都是一票难求，已成为沈阳市继“一宫两陵〞〔故宫、北陵、东陵〕之后家喻户晓的文化景观。 2025年，“刘老根大舞台〞中选“国家文化产业示范基地〞；2025年，赵本山先生中选为曲艺类东北二人转国家级非物质文化遗产传承人。本山传媒第2个支柱产业是影视制作业：电视剧?刘老根Ⅰ、Ⅱ?，?马大帅Ⅰ、Ⅱ、Ⅲ?，?乡村爱情Ⅰ、Ⅱ?，?乡村爱情故事?等先后在央视一套播出后，连创央视当年电视剧收视率冠军，取得了良好的综合效益，赵本山也因此由“小品王〞一跃而成为当代农村题材电视剧的“名导〞。
2025年，赵本山自身的品牌就到达了2个亿。本山品牌的开展壮大与其独特的经营管理模式和精密的广告运作是分不开的。在我们的经验里，仅有好的广告，大额的预算，营销行业的专家，并不是企业开展的充分必要条件，局部环节的提升并不代表营销体系的成熟。当今企业之间的竞争，不是产品之间的竞争，而是商业模式之间的竞争。本山传媒运用独特的师徒模式，既保证了赵本山个人作为企业领军人物与演员员工的密切关系，又融洽的处理了各种矛盾和惩罚。
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
在土生土长的黑土地上，本山传媒首先能有效地控制运营本钱。拍摄电视剧时，赵本山每次选景都只在一个地方——家乡铁岭地区的开原市。东北二人转有一句艺谚：一做人，二讲义，三打根底，四演戏，就像他和小沈阳免费给铁岭企业代言一样，在选址的时候从来都是抱着回馈家乡的心态；投桃报李下，铁岭对这个家乡的骄傲也一路“绿灯〞，根本免除了拍摄所需场地费用。事实上，利益总是相互促就的，?刘老根?中的外景“龙泉山庄〞、“凤舞山庄〞就是当地投资建设，现在已成为旅游景点。
相比外界的总结，赵本山本人其实更早意识到了产业链的重要性，并摸索出了一条清晰的路，难得的是，他已经实践的路上行进中。现在的本山传媒集团旗下有9家剧场、本山影视基地、辽宁民间艺术团、辽宁大学本山艺术学院、电视剧和电视节目的制作机构，用赵本山的话说“是一条产业链，别的剧场比不了〞。他对这条链有着清楚的规划：“我想的就是以本山传媒的团队为根底，通过春晚、电视剧、电影、节目等渠道全方位地经营。可能我慢慢就有个模式专门生产喜剧，像一条生产线，只要一播群众就能快乐，就有购置力。〞
如果以现下的影视制作公司为模板，本山传媒聚融资、创作、艺人经纪、演出、影视剧制作、发行等功能于一身，而且相对而言更加全面。本山传媒足够的资本，可以在自己的影视基地，投拍自己的电视剧，这些电视剧有固定的播出平台，不愁演员没有知名度；演员有　　知名度后，有完全所有权的舞台进行演出，同时也为大舞台减少了人力支出；毫不夸大地说，本山传媒完全具备了自产自销的全链条。
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
　　赵本山的同窗师兄弟中也有不少拥有传媒经验，他们比拟一致的看法是，本山集团最大的特色是产业链齐全：“目前整个产业链应该说，从起始到末端，整体下来都很好，我们国家提倡以德治国，我觉得赵老师是以德治传媒，本身做得非常好，为人谦和，我觉得他这个产业必然有很多人去支撑。这个产业非常完备，而且各个链聚集了大量的人才。〞
　　借用北京大学中文系教授、博士生导师张颐武，对赵本山及本山传媒的评论：“一个人拉动一个产业的开展，从文化创意的角度看，这种具有创意能力和市场运作能力的、表现出综合性开展的人，对于新的市场增长点的拉动意义不可低估。〞小沈阳走红只是个案，却又是赵本山多年经营的本山传媒集团，精心打造下的必然结果。出身于黑土地的赵本山，最早意识到了文化产业的重要性。早在2025年，刘老根大舞台就中选国家文化产业示范基地。
从推广平台上看，本山传媒的众二人转演员，无疑是拥有最多资源的。除却师傅赵本山个人巨大的影响力外，电视剧、电影、大舞台、 巡演、广告样样齐全，且都有非凡的影响力，譬如央视春晚、张艺谋的新片?三枪拍案惊奇?、正在筹拍即将开机的?乡村爱情3?。小沈阳的首支单曲?我叫小沈阳?，一夜间成为彩铃下载的流行曲目。汤潮拜入赵本山门下后，也将与小沈阳组成
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
“潮阳〞组合，代表本山集团向唱片界发出声音。
超强的推广平台，这本应该是产业链中末端的一环，但是太过出彩，令人不容无视——这可能也是其余剧场在学习本山传媒时，最羡慕却又最无法实现的目标。而这些平台的建立，恰恰又与赵本山的为人处世有着密切的关联。更可以印证，世上只有一个赵本山，世上只有一个本山传媒。
毫无疑问，央视是本山传媒最为看重的平台。赵本山从央视春晚走出，连续20年参加中央电视台春晚，为观众奉献了大量经典小品。与此同时，小沈阳也从央视春晚走出，这为本山文化传媒集团带来了超高人气和社会影响力。在本山传媒创立的初期，赵本山就曾运用个人的影响力，邀请央视综艺栏目做客大舞台，翻开了第一个宣传局面。张艺谋的电影更为蒸蒸日上的本山传媒添柴加火，甚至，也是张艺谋牵线搭桥，促成了本山传媒与东风卫视的合作。还有本山传媒自制的电视剧，都是推广演员的绝佳方案。
本山传媒的“造星工程〞可谓是方案周密，一个小沈阳的成名走红，就足以证明“本山大叔〞的慧眼和造星实力。此外，整个本山传媒集团上上下下员工共计1000余人，赵本山亲收弟子44人，且人人有绝活，丝毫不逊小沈阳。搜狐娱乐日前赴沈采访时，赵本山透露称，日前也挑了一批新学生入学，但具体收不收徒、能否留在大舞台演出，那么还要看这些后代们的努力程度了。
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
　　从剧本、台本的创作角度看，赵本山始终坚持绿色二人转，从而将二人转从粗黄口，带入大雅之堂。对于这种改革，赵本山曾有一段专门的论述：“水是有源的，树是有根的，生活是需要开心的，传统是要继承的，开展更是要创新的，三百年的二人转就是这样走到如今的，人们喜爱它肯定是有原因的，就是因为生活是需要开心的。〞 却也在接受杨澜访问时，抨击单纯求“高雅〞的创新：“你要把二人转改成像芭蕾你说谁还看，不可能有人看。〞与他的理念相适应的是，徒弟们每天都在进行个人化的创新，同时，本山传媒还拥有金牌编剧徐正超这样的人才，从而保证了笑料的层出不穷。
名人效应是一种强大的晕轮效应，赵本山利用自身人尽皆知的知名度，其独特的人才培养模式，央视春晚的推广平台，各种广告代言和各种电视节目的专栏采访，使得本山传媒和刘老根大舞台日益开展壮大，在中国广阔的农民心里扎了根，成为中国独一无二的笑工厂。
与此同时，本山品牌的开展也面临着诸多问题，师徒模式的无法授权问题，企业开展完全依赖赵本山个人，无法实现多层的授权管理，赵本山个人操劳过度，09年的一次重病住院，竟被传言过世，接班人问题也是企业开展的一个坎。
在广告运作方面，广告是把双刃剑，新颖的符合消费者心理的广告有助于提高企业知名度，名不副实的欺骗性广告那么会降低企业及形象代言人的形象。之前的蚁力神代言，使赵本山涉嫌合同诈骗，公众形象受损，信任下滑。年事已高的赵本山江郎才尽，近年来出演的小品质量趋于下降，出于赚钱的植入式广告越来越多，10年小品?捐款?被网友评为最烂的小品。2025年正当春晚如火如荼的进行时，却传来赵本山退场的消息，后传言其被限制出境，其春晚影响下降。?乡村爱情故事?系列落入俗套，向本山传媒发出了警告信号，要求其另辟蹊径，谋求扩大其美誉度和影响力，进行维系型广告的筹划运作。
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the
actively carry out the law on civil air defense education, drawn out of the air defense in Pingliang city Building under easy fare, daily special inspection and regulation, overfulfilled the province upper and lower knots of up to 500,000 yuan fee collection tasks. 5, further standardize internal management, improve staff quality. Adhere to the