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摘要近年来，伴随着我国娱乐行业的蓬勃发展，我国真人秀节目层出不穷，早到2005年的《快乐女声》，再到后来陆续从外国引进版权的《我是歌手》、《极速前进》、《爸爸去哪儿》等，几乎是争先恐后地出现在观众的眼前，并得到了全国观众热切的关注和热烈的反响。而邓紫棋，正是通过参加湖南卫视《我是歌手》第二季让她的名字被传播得家喻户晓，而她本人亦以原本的香港小天后的身份成功占据了内地市场甚至是国际华人市场，以一夜之间暴涨几百万粉丝的姿态活跃在人们的视野中。然而，邓紫棋的这些成就并不单单是因为湖南卫视《我是歌手》这个极好的平台，更与其所在的蜂鸟音乐团队有着不可割舍的关系。本文将以《我是歌手》作为切入点，基于4Ps营销组合、波特五力竞争模型等营销理论，深入分析邓紫棋的成功因素及其营销策略，并借此发现其存在的不足，为明星甚至是各类真人秀节目的营销作些探索和思考。45762
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[毕业论文关键词]：邓紫棋；《我是歌手》；成功因素；4Ps营销组合理论
Abstract
In recent years, with the rapid development of China's entertainment industry, the Reality Shows come out in an unending flow in our country.In early 2005 of the "happy girl", later like “I Am A Singer”, “The Amazing Race”, “Dad, where are we going?” and so on, which were imported the copyright from foreign one after another, almostfall over each other to appear in the audience, and obtained the national audience attention and enthusiastic response. And the name of G.E.M., was spread widely known by participating in “I Am A Singer” of Hunan TV. G.E.M. occupy the mainland market, even international Chinese market successfully with the identity of HK’s little star and active in people's field of vision. However, G.E.M. did not achieve only by the excellent platform of “I Am A Singer”, but the Hummingbird Music Group also plays an important role. This paper will take the "IAmA Singer" as the breakthrough point, based on the marketing theory like 4Ps marketing combinatorial theory and Porter's Five Forces Model, analyzing the success factors and marketing strategy of G.E.M. deeply and find its shorts, so as to bring enlightenment to marketing strategy of star even all Reality Shows.
[Key Words]：G.E.M.；“I Am A Singer”；Success factors；The 4Ps marketing combinatorial theory
目 录
摘要 I
Abstract II
引言 - 1 -
（一）研究背景及研究意义 - 1 -
（二）研究思路及研究方法 - 1 -
一、文献综述 - 2 -
（一）关于4Ps营销组合理论的国内外研究 - 2 -
（二）关于真人秀节目的国内外相关研究 - 2 -
（三）关于《我是歌手》类型节目的国内外研究 - 2 -
（四）研究启示 - 3 -
二、《我是歌手》节目概况及其成功因素分析 - 3 -
（一）《我是歌手》的节目概况 - 3 -
（二）节目形式的创新是巨大亮点 - 4 -
（三）充分挖掘广告潜力，强强联手，实现双赢 - 6 -
（四）充分发挥湖南卫视的平台优势 - 7 -
（五）节目悬念感增强了对观众的刺激 - 9 -
三、邓紫棋概况及其“爆红”原因分析 - 9 -
（一）邓紫棋的个人概况 - 10 -
（二）邓紫棋独特的个人魅力 - 10 -
（三）从街头演唱到“春晚”独唱 - 12 -