【摘要】：湖南衛(wèi)視的《快樂大本營》節(jié)目作為中國電視娛樂節(jié)目的先鋒,自1997年開播到現(xiàn)在已經(jīng)長達十七年。從最初播出的火爆熒屏到現(xiàn)在節(jié)目擁有的持續(xù)影響力,《快樂大本營》能夠始終吸引目標受眾的眼光,始終保持較高的收視率和市場份額。這十七年來,《快樂大本營》吸引了不計其數(shù)的觀眾,是幾代人的青春記憶,節(jié)目在電視娛樂節(jié)目中始終能占據(jù)領先位置。十七年的長盛不衰可以說是中國電視娛樂節(jié)目的一個奇跡。面對愈發(fā)激烈的競爭環(huán)境和逐年降低的電視開機率,研究《快樂大本營》為何能有持續(xù)的影響力是一個極富實踐意義的課題。本文的第一章介紹了節(jié)目影響力從形成到提升的歷史過程。第二至第五章從節(jié)目的受眾定位、內容創(chuàng)新、傳播渠道、營銷手段四個方面切入來分析《快樂大本營》保持自身影響力的原因�？偨Y出適應受眾需求,堅持精良制作,不斷拓寬渠道,創(chuàng)新營銷策略是《快樂大本營》保持影響力的四個致勝法寶。第六章首先是論述了《快樂大本營》對電視娛樂節(jié)目的積極啟示,然后也指出了節(jié)目所存在的一些負效應,并對減少負效應提出了一些對策。
[Abstract]:As the pioneer of Chinese TV entertainment program, Hunan Satellite TV's Happy Camp has been broadcast for 17 years since it was broadcast in 1997. From the original flamboyant screen to the ongoing influence of the current program, Happy Camp can always attract the eyes of the target audience, always maintain a high ratings and market share. Over the past 17 years, Happy Camp has attracted countless viewers, generations of youth memory, programs have always occupied a leading position in television entertainment. Seventeen years of prosperity can be said to be a miracle of Chinese television entertainment programs. In the face of the increasingly competitive environment and the decreasing TV boot rate year by year, it is of great practical significance to study why "Happy Base Camp" can have sustained influence. The first chapter introduces the historical process of program influence from formation to promotion. The second to fifth chapters analyze the reasons why "Happy Base Camp" maintains its influence from the following four aspects: audience orientation, content innovation, communication channel and marketing means. Summing up to meet the needs of the audience, adhere to sophisticated production, constantly broaden the channels, innovative marketing strategy is the "Happy Camp" to maintain the impact of the four magic weapons. The sixth chapter first discusses the positive enlightenment of Happy Camp to TV entertainment programs, and then points out some negative effects of the programs, and puts forward some countermeasures to reduce the negative effects.
【學位授予單位】：南京師范大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G222

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本文編號：2418037