偶像养成类节目多维度营销模式探析

Analysis of Multi-dimensional Marketing Mode of Idol Cultivation Programs

互联网时代,大众媒体不断发展,明星与营销的联系也更加紧密。以偶像养成类综艺节目为代表的综合性多维度营销模式悄然兴起。这种模式以互动双向的方式拉近消费者与产品的联系,多方面带动周边产品消费。文章结合热度较高的网络综艺案例对偶像养成类节目的营销策略进行具体分析,收集相关数据,对节目与企业品牌的合作运营进行探索,分析其运行方式,探讨其如何多维度与合作商展开互动营销并产生强大“带货”力度。研究发现这类模式仍然存在内容雷同、过分依靠剪辑效果、质量参差不齐、固粉率不高等问题。针对以上问题,提出打造多种类型的综艺节目、减少“孤儿”剪辑、升级偶像、IP模式化打造“偶像+”等相关建议。

In the Internet era,the continuous development of mass media makes the relationship between pop stars and marketing become closer.The comprehensive multi-dimensional marketing mode represented by idol cultivation variety shows is quietly emerging.This mode pulls consumers closer to products in an interactive way,and promotes the consumption of peripheral products in various aspects.This paper makes a specific analysis of the marketing strategies of idol cultivation programs based on the popular network variety shows by collecting relevant data,exploring the cooperative operation of the program and enterprise brand,analyzing its operation mode and discussing how to carry out multi-dimensional and interactive marketing with partners to generate strong"carrying goods"strength.The research finds that there are still some problems in this mode,such as content similarity,excessive dependence on editing effect,uneven quality and low ratio of keeping fans.According to the problems,some suggestions are put forward,such as creating variety shows of various types,reducing the editing of"orphans",upgrading idols,and creating"idol+"with IP models.