韩国电视剧进入中国市场的营销模式分析及启示

论文编号:GM016    包括:开题报告及任务书,论文字数:19831,页数:32

摘    要

      韩国是当今世界公认的文化出口大国之一，其文化产品在中国市场相当受欢迎,而其中又以韩国电视剧为最。韩国电视剧大量进入中国市场无疑会对中国电视剧市场产生巨大的影响。本文从营销的角度出发,分析韩剧进入中国市场的营销模式即：直销模式、代理商营销模式、网络渠道营销模式、牒片营销模式和会展营销模式以及各模式的营销效果，并对各模式做出了客观的评价。直销模式利于节省传统渠道中进口、代理等环节的费用，降低营销成本。采用代理商营销模式，代理商要承担市场和资金风险。网络渠道营销模式和牒片营销模式利于观众化被动为主动，但是对收看条件要求较高，在收视群体和覆盖面上有一定的局限性。会展营销模式利于电视剧发行商收集行业信息，准确的了解国内外行业发展趋势，迅速得到市场反映。接着以2005年度最高收视率的历史剧《大长今》为例具体分析，得出结论即电视剧营销一定要选择强势媒体作为营销代理商，充分利用强势媒体的综合资源优势。文章结尾在前面分析的基础上得出启示——中国电视剧对外营销应该采取直销模式。

【关键词】  韩剧    进入   中国市场   营销模式

Abstract

South Korea is one of the largest countries whose cultural exportation effects are acknowledged by the rest world. Its culture products are popular in the Chinese market, especially the Korea TV series. Undoubtedly, the massive entrance of Korea TV series into Chinese market has exerted huge influence on Chinese TV series market. From the perspective of marketing, the thesis analyzes the marketing models in which Korea TV series enters the Chinese market, such as direct sale model, business agent marketing model, Network channel marketing model, DVD CD marketing model and exposition marketing model. The effects of all the marketing models have also been analyzed and evaluated objectively in this thesis. For instance, Direct Sale Pattern has an advantage on saving the import and agent expenses which only exist in the traditional model. Therefore, marketing cost can be reduced in this model. Agents should run the risk of marketing and funding with the business agent marketing model. The superiority of network channel marketing model and DVD CD marketing model is that audiences take more initiative. However, both models have strict standards in receiving condition and have certain limits in audience group and coverage. Exposition marketing model is much easier to collect industry information, grasp domestic and oversea trend accurately and get quick response. Then taking the historian drama “Da Chang Jin”, which received the highest viewing ratio in China, as an example, I conclude that the TV series should choose the dominate medium as its marketing g agent, and make full use of the dominate medium’s advantages in comprehensive resources. In the end of the thesis, the conclusion that Chinese TV series should employ direct sale model has been made on the basis of the above analysis.

【Key Words】Korea opera;  Entrance; Chinese market;  Marketing Model

目  录

1 引论 ............................................................2
1.1　选题的背景及意义 .............................................2
1.2 核心概念解释 ..................................................2
1.3　相关文献综述 .................................................4
1.4  思路和研究方法 ...............................................6
2  韩剧进入中国市场的背景和基础................................... 6
2.1  韩剧进入中国市场的背景 .......................................7
2.2 韩剧进入中国市场的基础 ........................................7
3 韩剧进入中国市场的营销模式 ......................................11
3.1 中国加入WTO对关于视听服务方面的承诺减让条款 ...................11
3.2    中国引入韩剧的状况 .........................................12
3.3  电视剧营销的理论基础——服务营销 .............................13
3.4  韩剧进入中国的营销售模式分析 .................................14
4  案例分析：《大长今》进入中国市场的营销模式..................... 22
4.1 产品包装：适销对路 有的放矢 ...................................23
4.2 营销模式——选择强势媒体作为营销代理商 ........................24
4.3  营销效果..................................................... 26
5 韩剧进入中国市场的营销模式对中国电视剧营销的启示................ 27
5.1 中国电视剧营销存在的问题 ......................................27
5.2  韩剧在海外市场营销的成功对中国电视剧营销的其启示 .............28
6  结论 ...........................................................29
参考文献 ..........................................................31
致  谢 ............................................................32