论文部分内容阅读
在市场经济条件下,电视剧产品的竞争、市场的竞争,归根结底是电视剧品牌的竞争。81集电视连续剧《芈月传》凭借着新媒体环境下的便利资源,形成了以“芈月”品牌为核心、周边产业协同发展的生态产业链条,成为电视剧品牌市场中的一大成功范例。本文通过对《芈月传》的品牌营销特征进行研究,以期为中国电视剧品牌发展探寻一些新的启示。一、内容制胜:粉丝文化与社群文化引发品牌效应1.粉丝文化构筑经典品牌形象
Under the conditions of a market economy, the competition of the drama products and the market competition are, in the final analysis, the competition of the drama brands. With the convenient resources under the new media environment, 81 TV series “芈 月 Biography” has formed a chain of ecological industries with the symbiotic development of surrounding industries as the core of the “芈 月” brand and has become a major success in the TV drama brand market example. This article studies the characteristics of brand marketing of “Jiyuezhuan” in order to explore some new enlightenments for the brand development of Chinese TV drama. First, the content of victory: Fan culture and community culture triggered the brand effect 1. Fan culture to build a classic brand image