真人秀节目“奔跑吧，兄弟”品牌管理
This thesis mainly analyzes brand management of reality show in “Hurry up, Brother” from three aspects: brand positioning, Buzz Marketing and brand extension. Firstly, this thesis adopts questionnaire survey and consults Baidu Search Index (2014.11.1-2014.11.11 National PC Port) to analyze brand positioning of “Hurry up, Brother”. Advantages and significance of brand positioning are further interpreted. Secondly, the second part of results and discussion in this thesis, which is based on document retrieval and text analysis, explains advantages and disadvantages of Buzz Marketing of “Hurry up, Brother”. Finally, brand extension and significance of extension are discussed in the last part of results and discussion. There is some significance of these analyses to other domestic reality shows.
Key Words: Hurry up, Brother brand positioning Buzz marketing brand extension brand management
摘 要如今，真人秀节目在中国越来越火热，并且形式多样化。“奔跑吧，兄弟”是一档竞技类真人秀节目，源自韩国电视节目“Running Man”。自2014年由浙江卫视播出以来，“奔跑吧，兄弟”就取得了极高的收视率并获得了国内学者好评。从某种程度上来说，对它做进一步的研究是有价值的。
本文主要从品牌定位、品牌传播中的蜂鸣营销和品牌延伸三个方面去分析“奔跑吧，兄弟”这档真人秀节目的品牌管理。首先，用问卷调查的方法并结合2014年11月1日至2014年11月11日全国个人电脑端口的百度搜索指数来分析“奔跑吧，兄弟”的品牌定位。之后对品牌定位优势与意义做进一步的阐释。接着，基于文献检索和文本分析，探究“奔跑吧,兄弟”品牌传播中所用到的蜂鸣营销，并对蜂鸣营销的益处与可能带来的危害做进一步阐释。最后，分析“奔跑吧,兄弟”中品牌延伸及其意义。探讨及研究“奔跑吧,兄弟”的品牌管理，对其它真人秀节目的品牌运作是有积极意义的。
毕业论文关键词：奔跑吧兄弟 品牌定位 蜂鸣营销 品牌延伸 品牌管理
Contents
Abstract i
摘 要 ii
Contents iii
Chapter One Introduction 1
Chapter Two Literature Review 3
2.1 Domestic Research 3
2.2 Overseas Research 4
Chapter Three Methodology 6
3.1 Questionnaire Survey 6
Chapter Four Results and Discussion 8
4.1 Brand Positioning of “Hurry Up, Brother” 8
4.2 Buzz Marketing in “Hurry Up, Brother” 16
4.3 Brand Extension in “Hurry Up, Brother” 21
Chapter Five Conclusion 24
References 26
Appendix 28
Brand Management of Reality Show in “Hurry up, Brother”
Chapter One Introduction
The whole domestic environment for reality shows is grim. In 2013, SARFT (State Administration of Radio Film and Television) issued a new “Cutback on TV entertainment” to strictly stipulate broadcasting time, quantity, quality and copyright introduction of reality shows. And fierce competition between homogeneous reality shows added the difficulties for survival. To learn from successful brand management and marketing operation of overseas reality shows, domestic reality shows need brand and marketing theories as guidance.