摘要：新媒体平台的出现给电视娱乐节目的发展带了新的机遇，使得电视娱乐节目的播出与运营更加多元化，同样使得受众对于节目内容的需求也更加个性化。一些电视娱乐节目与新媒体平台相结合进行自我营销，不但增加了节目收视率，也满足了人们在快节奏生活下对于碎片化阅读的需求。新媒体平台的出现给电视娱乐节目扩大了娱乐效果的同时，还拓展了电视娱乐节目的营销渠道，更增加了受众与电视娱乐节目之间的互动。本文主要通过新媒体平台对电视娱乐节目营销方式产生的作用进行分析，以此来探究当下电视娱乐节目在新媒体平台中迅速发展的原因。结合实例探析未来电视娱乐节目的营销过程在新媒体平台当中的发展方向，并提出电视娱乐节目产品化、受众用户化及视网融合的发展策略。为未来电视娱乐节目在新媒体平台当中的发展提供了新的思路。83646

毕业论文关键字：新媒体；电视娱乐节目；自我营销

Research on the self marketing of TV entertainment programs in the background of new media

   Abstract: New media platforms appear to the development of TV entertainment program with new opportunities, making TV entertainment programs broadcast and operation more persified, also makes the audience demand for program content is more personalized。 Some TV entertainment programs combined with the new media platform for self marketing, not only increased the ratings of the program, but also to meet the needs of people in the fast pace of life for fragmented reading。 The emergence of new media platform to television entertainment programs to expand the entertainment effect at the same time, but also expand the television entertainment programs marketing channels, but also increased the interaction between the audience and television entertainment programs。 This article mainly through the new media platform to analyze the role of television entertainment programs, in order to explore the reasons for the rapid development of TV entertainment programs in the new media platform。 Combined with an example, the development direction of the future TV entertainment program marketing process in the new media platform, and put forward the development strategy of TV entertainment program products, audience user and visual network integration。 It provides a new idea for the future development of TV entertainment programs in the new media platform。

Key Words: New media; TV entertainment program; Self marketing

目    录

摘  要 1

Abstract 1

一、电视娱乐节目自我营销概述 2

（一）概念界定 2

（二）新媒体背景下电视娱乐节目自我营销的意义 3

二、新媒体对电视娱乐节目自我营销的影响 4

（一）新媒体平台的互动性成为娱乐节目无形的营销方式 4

（二）新媒体平台的爆炸式传播成为娱乐节目营销助推器 5

（三）新媒体的“碎片化”充分挖掘电视娱乐节目的潜在观众 8

三、新媒体环境下电视娱乐节目自我营销迅速发展的原因 11

（一）视网融合为节目自我营销创造基础 11

（二）新媒体环境创造多种全新营销模式 11

（三）市场细分增加营销对大数据的依赖 15

四、新媒体环境下电视娱乐节目自我营销的发展策略