真人秀节目的营销策略分析——以《极速前进》为例摘 要随着国人对体育项目的热衷程度不断加深,越来越多的公众对体育精神文化的需求不断提升,真人秀体育节目已经成为我国各个电视频道中不可或缺的栏目。随着体育人真人秀节目不断发展,其节目营销所暴露的问题也不断显现。如何促使体育真人秀这种具有正能量的节目能够形成良好的发展趋势,必须对其营销策略展开深入分析。本文正是在这一背景下,以深圳卫视的热门体育真人秀节目——《极速前进》作为研究对象,通过深入分析该节目的营销环境、营销现状以及营销策略存在的问题,希望能够据此提出相应的完善建议,对我国体育真人秀节目的营销有所裨益。关键词:体育真人秀 营销策略 极速前进AbstractWith the enthusiasm of the people of sports continue to deepen, more and morepublic demand for sports spiritual culture rising, reality show sports has e anindispensable part of our various TV channels. With the sports reality show continuesto develop, the program marketing problems are also exposed. How to promote thesports reality show that has a positive energy program to form a good developmenttrend, we must conduct an in-depth analysis of its marketing strategy. Under thisbackground, this paper takes Shenzhen TV's popular sports reality TV show as theresearch object, analyzes deeply the marketing environment, the present marketingsituation and the marketing strategy of the program, hoping that Put forward thecorresponding perfect suggestion, to our country sports reality show programmarketing has the words: sports reality show;marketing strategy;1目 录1、绪论 ..................................................................................................... 研究背景与意义 ........................................................................... 文献综述 ....................................................................................... 核心概念界定 ............................................................................... 22、《极速前进》的营销环境分析 ........................................................... 宏观环境分析 ............................................................................... 竞争环境分析 ............................................................................... 需求分析 ....................................................................................... 43、《极速前进》的营销策略分析 .....................................................
