观赏类休闲项目策划成功解析——以《奔跑吧兄弟》为例

Ornamental Class Leisure Project Planning Successfully Parsed——taking《Running Man》as an example

近几年真人秀节目快速崛起并风靡全球,其中尤以浙江卫视引进的《running man》中国版最受关注。研究结合5W2H法(who、what、when、where、why、how以及how much)和相关营销策划理论,深入探究跑男节成功的内在因素:"跑男"节目的受众分析(WHO);节目属性分析(WHAT);"跑男"节目意义与价值分析(WHY);节目拍摄地点选择(WHERE);"跑男"节目拍摄时间和播放时间分析(WHEN);节目营销策划如何实施(HOW);"跑男"节目的制作投入成本与收益分析(HOW MUCH)。提炼出如下经验行业借鉴:(1)提高相关人员的能力,(2)运动休闲创新,(3)商业合作模式共赢开发娱乐节目,(4)版权引进与原创开发结合,(5)立足竞争下的特色提炼,(6)明星效应,(7)培养粉丝市场。

Rapid in recent years, a real i ty show is popular all over the wor ld, especially in Zhejiang TV, the introduc-t ion of Chinese edition of《Running Man》have attracted the most at tent ion This study combined with five W ＆ two H method （who, what , when, where, why, according to how and how much） and related marketing theory, further to explore the internal factors of《Running Man》successful section： ＂Running Man＂ show audience analysis （who ）; program properties analysis （what） ; ＂R u n n in g man＂ meaning and value analysis （why ）; show the location choice （where） ; ＂Running man＂ shooting time and play time （when） ; show marketing planning how to implement（how ）;＂ Running man＂ program of the production cost and benefit analysis （how much）. Extract ing experience industry refer-ence as fol lows： ？Improve the abi l ity of relevant personnel .②Sports leisure innovation mode.③W in-w in business cooperation development of entertainment.④Copyright import and original development combined. ？The feature ex-tract ion of competition ⑥ Star effectiorx ⑦ Nurture fans market.