对国产电视剧微博营销策略的探讨

中文摘要

随着网络媒介发展环境和电视剧市场竞争的剧烈变化不断地催生新的微博营销手段和方式，微博新媒体营销已经作为国产网络电视剧运营者进行产品形象宣传的一种重要途径，微博以其具有开放性、互动性、便捷性、实时性等特点，迅速发展成为当前帮助人们随时获取各种海量生活信息、享受各种休闲健康娱乐的新型网络社交信息平台。国产网络电视剧通过微博平台进行营销，希望能够有效利用其数据平台不断扩大电视剧目市场影响力，官方微博新媒体营销已经作为国产电视剧新媒体营销的一种方式平台价值进一步充分挖掘。本文以国产电视剧的微博营销策略为研究对象，针对微博营销电视剧的现状，当前国产电视剧微博营销策略以及微博营销存在的问题，提出了电视剧微博营销的优化思路和保障措施。官微的运营者首先应进一步明确自己整体微博营销的规划和运营的目标，结合多种新媒体营销的方法进行富有创造性地设计和制作营销内容，主动地了解微博粉丝的意见反馈，及时根据微博舆情分析数据的变化情况做出适当的调整及应对，才能更好地实现消费者预期微博营销的效果。

 

关键词：微博；国产电视剧；营销策略；微博营销

Abstract

With the dramatic changes in the network media development environment and TV drama market competition, new microblog marketing methods and methods have been continuously spawned. New media marketing on Weibo has become an important way for domestic network TV drama operators to promote product image. It has the characteristics of openness, interactivity, convenience, real-time, etc., and has rapidly developed into a new online social information platform that helps people obtain various mass life information at any time and enjoy various leisure, health and entertainment. Domestic online TV series are marketed through the Weibo platform, hoping to make effective use of its data platform to continuously expand the market influence of TV series. Official Weibo new media marketing has been used as a way of new media marketing for domestic TV series to further fully tap the platform value. This article takes the microblog marketing strategy of domestic TV dramas as the research object. Aiming at the status quo of microblog marketing TV dramas, the current domestic TV drama microblog marketing strategies and the existing problems of microblog marketing, this article puts forward the optimization ideas and safeguard measures for TV drama microblog marketing. Official microblog operators should first further clarify their overall microblog marketing planning and operational goals, combine a variety of new media marketing methods to creatively design and produce marketing content, actively understand the feedback of microblog fans, and promptly Only by making appropriate adjustments and responding to changes in the analysis data of microblog public opinion can the effects of microblog marketing expected by consumers be better realized.

Keywords: Weibo; domestic TV series; marketing strategy; Weibo marketing

目  录

中文摘要2

Abstract3

前 言5

一、微博营销电视剧的现状5

（一）传播迅速，精准到达5

（二）成本低廉，发布自由6

（三）舆情监控，及时应对6

二、当前国产网络电视剧微博营销策略6

(一)微博内容具有的特性6

(二)平台互动策略6

(三)微博引导受众情感参与的分析7

三、微博营销电视剧存在的问题7

(一)现阶段微博营销存在的弊端分析7

(二)现阶段国产电视剧利用微博营销存在的问题分析8

三、国产电视剧微博营销的策略8

(一)国产电视剧微博营销优化思路8

1.加强平台维护，完善营销规划8

2.创新营销手段，重视危机处理8

(二)营销策略的保障实施9

1.加强微博平台维护，提升粉丝活跃度9

2.整合多元社交平台，内容主导营销9

四、结论9

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