摘要
近年来,我国网络视频用户规模持续增长,在线观看网络视听节目成为大众尤其是年轻消费群体娱乐休闲的重要途径,网络自制综艺节目在此背景之下蓬勃发展,带动了基于符号消费的内容产业营销路径探索的新一轮热潮。本文首先介绍了我国网络自制综艺节目的发展环境和现状,分析其中包含的符号消费特征,借助符号营销组织模型分析了《中国有嘻哈》节目的符号营销模式。
In recent years, the scale of video users in China has continued to grow. Viewing of online audio-visual programs has become an important way for the entertainment and leisure for the public, especially the young consumers.The network self-made variety show has flourished in this background,which has led to a new wave of exploration of the content industry marketing path based on symbol consumption. Firstly,the development environment and current situation of China’s network self-made variety show are introduced,then the symbol consumption characteristics is analyzed. Finally,the symbol marketing mode of 'The rap of China' by means of symbol marketing organization model is analyzed.
出处
《文化产业研究》
CSSCI
2018年第2期67-80,共14页
Cultural Industry Research
关键词
网络自制综艺节目
符号营销
符号消费
中国有嘻哈
network self-made variety show
symbol marketing
symbol consumption
The rap of China
