传统媒体的跨媒介营销——以户外真人秀《爸爸去哪儿》为例

Crossover Marketing Strategies Adopted by Traditional Media:A Case Study on Reality TV program “Where are We Going,Dad?”

以湖南卫视在2013年推出的真人秀节目《爸爸去哪儿(第一季)》为个案,探析了在媒介融合的背景下,电视媒体如何跨越不同形态的媒介展开营销。通过进行文本分析和对节目观众进行深度访谈,获得的主要发现是:数字技术的发展及媒介平台的多样化要求传统媒体的营销必须考虑分众市场的个性化和多元化需求。《爸爸去哪儿》以亲子关系的主题作为营销起点,以节目品质作为营销基石;巧妙利用社交媒体和视频网站等数字化平台吸引公众关注,激发了粉丝经济的效应;并结合不同媒介平台的特点开发衍生产品,最终成为横跨电视荧屏、电脑屏幕、手机屏幕和电影银幕的多屏品牌。

Take the reality TV show "Where are we going,Dad? "( the first season) produced by Hunan Satellite TV in China's Mainland in 2013 as an example,this study analyzes the crossover marketing strategies adopted by traditional media under the background of media convergence. Through conducting textual analysis and semi- structural in-depth interviews on 16 audiences,the study finds crossover marketing strategies concern about how to satisfy multiple requirements of segmented markets. "Where are we going,Dad? "is a good example in catching the public' s attention and promoting itself by virtue of social media and video websites. And it keeps making innovative media products,such as shooting a film based on the reality TV show adapted from the same name. The study points out that when apply crossover marketing strategies to promote Reality TV shows in different media platforms,the producers should pay attention to protecting the stability of the program' s brand and preventing its participants( especially children in this case) from excessive exploration as topics in social media.