文档介绍：I中国内地电视剧营销现状和发展趋势中文摘要电视剧产业作为现代社会的一种新的财富创造形态,已经产生了巨大的经济效益。伴随企业品牌整合营销时代的来临,国内媒介行业也面临着从传统广告模式向整合营销传播的深刻变革。本文对中国内地电视剧营销现状和发展趋势的研究,将电视剧产品从制作方到播出方,再到广告商,最后“销售”给观众,针对这一产业链条上的营销环节加以研究,着重考察了制片公司和电视台对电视剧产品的整合营销,对内地电视剧营销现状中存在的问题及其根源进行分析,同时结合技术革新下的营销特点,提出中国内地电视剧营销发展的新趋势和策略性建议,以利于电视剧营销的日趋完善以及整个中国电视剧行业的良性发展。关键词:电视剧产品电视剧营销新媒体整合营销IIChineseMainlandTVMarketingPresentSituationAndTheDevelopmentTrendAbstractTVindust ryasanewweal ,thedomesticmediaindustryalsofacesthechangesfromtradit muni ,thestudyofthemainlandChinaTVmarketingsituationandthedevelopmenttrend,TVproductsfromproductiontobroadcastparty,thentoadvertisers,finally"sales"tothecrowd,inviewofthisindustrychainmarketinglink, panyandconsiderat ionstotheintegrat , theproblemsofthemainlandTVmarketingexistinginthepresentsi tuationandthecausesareanalyzed,bini ngwiththemarketingcharacteri stic,thispaperputsforwardthestrategicsuggestionsofChinesemainlandTVseriesunderthenewtrendinordertoimprovetheTVmarketingandtheentireChineseTVindust :TVseriesproducts;TVmarketi ng;newmedia;integratedmarketi ng目录中文摘要.....................................................................................................................IABSTRACT..............................................................................................................II绪论..............................................................................................................................11电视剧产品概述.............................................................................................................................................................................................................................................................................................................................................