网络自制综艺节目的营销策略——以《乐队的夏天》为例

Marketing Strategy of Online Self made Variety Show--Taking The Summer of the Band as an Example

近年来,网络自制综艺节目持续火爆。《乐队的夏天》对自身进行的独特精准的定位,利用名人效应提升节目关注度,利用冲突制造话题营销,植入“内容+广告”沉浸式营销理念,构建线上线下联动的营销矩阵,成为该类节目营销的成功范例;并为网络自制综艺节目提供了利用大数据技术进行精准营销、突出节目差异性实现差异化营销、打通多方盈利渠道延伸价值链以及构建多样化互动模式提升受众忠诚度等营销启示。

In recent years,online self made variety show has continued to be popular.The Summer of the Band has uniquely positioned itself with precision,using celebrity effects to increase program attention,using conflict to create topic marketing,implanting the immersive marketing concept of“content+advertising”,and constructing a marketing matrix of online and offline linkage,becoming a successful example of marketing for this type of program.In addition,it provides marketing insights for online self made variety show,such as using big data technology for precise marketing,highlighting program differences to achieve differentiated marketing,connecting multiple profit channels to extend the value chain,and building diversified interactive models to enhance audience loyalty.