| 从台湾偶像剧的成功运作谈影视剧的整合营销——以《痞子英雄》为例 |
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| 引用本文： | 王静雅,吴小玲.从台湾偶像剧的成功运作谈影视剧的整合营销——以《痞子英雄》为例[J].中北大学学报(社会科学版),2011,27(4):110-114. |
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| 作者姓名： | 王静雅 吴小玲 |
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| 作者单位： | 西南交通大学艺术与传播学院,四川成都,610031 |
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| 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。
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| 关 键 词： | 偶像剧 《痞子英雄》 整合营销 |
An Analysis of the Integrated Marketing by Using the Successful Operation of Taiwan Idol Drama for Reference—An Inspection into Black and White |
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| WANG Jingya,wu Xiaoling.An Analysis of the Integrated Marketing by Using the Successful Operation of Taiwan Idol Drama for Reference—An Inspection into Black and White[J].Journal of North China Institute of Technology(Social Sciences),2011,27(4):110-114. |
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| Authors: | WANG Jingya wu Xiaoling |
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| Institution: | WANG Jingya,WU Xiaoling (School of Arts and Communication,Southwest Jiaotong University,Chengdu 610031,China) |
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| Abstract: | 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 direct... |
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| Keywords: | idol drama Black and White integrated marketing |
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