摘要
传媒经济学的三次售卖理论——"卖内容"、"卖广告"、"卖品牌"是电视节目必不可少的营销手段。在"内容为王"的产品竞争时代,无论是传统媒体还是新兴媒体,都非常重视三次售卖理论在营销术上的实践运用。本文试图运用该理论对《中国好声音》的盈利模式进行分析,并对当前电视节目的营销策略提出建设性的建议。
Three selling theory ＂Selling content＂, ＂selling advertising＂, ＂selling brand＂ is an essential marketing method of television programs. In the ＂content is king＂ era of product competition, both traditional media and new media attach6s great importance to the practical application of three selling theory in the marketing technique. This paper tries to use the theory to analy- sis the profit model of ＂The Voice of China＂, and puts forward constructive suggestions for the current TV marketing strategy.
出处
《巢湖学院学报》
2013年第1期77-80,共4页
Journal of Chaohu University
