韓國電視劇進入中國市場的營銷模式分析及啟示

國際貿易論文編號:GM016    包括:開題報告及任務書,論文字數:19831,頁數:32

目  錄

1 引論 ............................................................2
1.1　選題的背景及意義 .............................................2
1.2 核心概念解釋 ..................................................2
1.3　相關文獻綜述 .................................................4
1.4  思路和研究方法 ...............................................6
2  韓劇進入中國市場的背景和基礎................................... 6
2.1  韓劇進入中國市場的背景 .......................................7
2.2 韓劇進入中國市場的基礎 ........................................7
3 韓劇進入中國市場的營銷模式 ......................................11
3.1 中國加入WTO對關于視聽服務方面的承諾減讓條款 ...................11
3.2    中國引入韓劇的狀況 .........................................12
3.3  電視劇營銷的理論基礎——服務營銷 .............................13
3.4  韓劇進入中國的營銷售模式分析 .................................14
4  案例分析：《大長今》進入中國市場的營銷模式..................... 22
4.1 產品包裝：適銷對路 有的放矢 ...................................23
4.2 營銷模式——選擇強勢媒體作為營銷代理商 ........................24
4.3  營銷效果..................................................... 26
5 韓劇進入中國市場的營銷模式對中國電視劇營銷的啟示................ 27
5.1 中國電視劇營銷存在的問題 ......................................27
5.2  韓劇在海外市場營銷的成功對中國電視劇營銷的其啟示 .............28
6  結論 ...........................................................29
參考文獻 ..........................................................31
致  謝 ............................................................32

摘    要

      韓國是當今世界公認的文化出口大國之一，其文化產品在中國市場相當受歡迎,而其中又以韓國電視劇為最。韓國電視劇大量進入中國市場無疑會對中國電視劇市場產生巨大的影響。本文從營銷的角度出發,分析韓劇進入中國市場的營銷模式即：直銷模式、代理商營銷模式、網絡渠道營銷模式、牒片營銷模式和會展營銷模式以及各模式的營銷效果，并對各模式做出了客觀的評價。直銷模式利于節省傳統渠道中進口、代理等環節的費用，降低營銷成本。采用代理商營銷模式，代理商要承擔市場和資金風險。網絡渠道營銷模式和牒片營銷模式利于觀眾化被動為主動，但是對收看條件要求較高，在收視群體和覆蓋面上有一定的局限性。會展營銷模式利于電視劇發行商收集行業信息，準確的了解國內外行業發展趨勢，迅速得到市場反映。接著以2005年度最高收視率的歷史劇《大長今》為例具體分析，得出結論即電視劇營銷一定要選擇強勢媒體作為營銷代理商，充分利用強勢媒體的綜合資源優勢。文章結尾在前面分析的基礎上得出啟示——中國電視劇對外營銷應該采取直銷模式。

【關鍵詞】  韓劇    進入   中國市場   營銷模式

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 eva luated 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