商务传媒学院知识库

《脱口秀大会》是单口喜剧脱口秀节目在国内的出圈之作，2021年《脱口秀大会》第四季播出后赢得大众的高度关注且播映数据可观，其中金句频频冲上微博热搜。作为年轻态喜剧的新范本，能获得绝佳的受众反馈和市场数据，主要原因是贴近其主体受众——伴随互联网成长起来的年轻群体的生活现状与表达方式，成为青年思想表达的新途径。在传播媒介平台变迁、网综市场品类竞争激烈、观众注意力成为稀缺资源的今日，《脱口秀大会》单凭其优质的文本内容很难大规模出圈，其优秀的整合营销传播策略是其打开市场并成为中国单口喜剧脱口秀节目标杆的重要原因。

要进行整合营销传播，第一步要确定目标受众，研究受众特征与需求；第二步要做好受众的接触管理，建立接触渠道；第三步是确定节目的沟通策略，向外传递统一的节目形象；第四步是整合节目传播手段。网络综艺《脱口秀大会》有其独特的整合营销传播特征，一是以优质内容为核心竞争力构建用户忠诚度，二是以内容营销为主的广告模式促进多品牌共赢，三是以当代青年亚文化特质为桥梁构建圈层认同，四是以延长产业链为抓手提升品牌价值。通过研究分析《脱口秀大会》系列节目的整合营销传播，为其提出几点优化策略，为未来节目的整合营销传播改进与发展提供方向。其一，拓展商业化模式，推进多方价值共创；其二，利用价值输出属性，引导正向价值观；其三，渗透数据化思维，预判用户诉求；其四，加强媒介融合思维，维护拓展播映渠道。从而提高节目的品牌知名度与传播力。

Talk Show Congress is the debut of stand-up comedy talk show in China. After the broadcast of the fourth season in 2021, talk show Congress won high public attention and considerable broadcast data, among which the gold lines were frequently searched on Weibo. As a new model of young state comedy, it can obtain excellent audience feedback and market data, mainly because it is close to its main audience -- the living status and expression mode of the young group growing up with the Internet, and it has become a new way for young people to express their thoughts. Change the media platform, net category of market competition is intense, the audience attention today become scarce resources, the talk show assembly by its high quality text content is very difficult to large-scale ones, its excellent integrated marketing communication strategy is it an open market and Chinese stand-up comedy show the important reason of benchmarking.

To carry out integrated marketing communication, the first step is to determine the target audience, study the characteristics and needs of the audience; The second step is to do a good job in audience contact management, establish contact channels; The third step is to determine the communication strategy of the program, to deliver a unified program image; The fourth step is to integrate the means of program communication. Network variety "talk show assembly" has its unique characteristics of integrated marketing communications is a high quality content to build user loyalty as the core competitiveness, second is the advertising content marketing mode to promote win-win multi-brand, three was based on the contemporary youth subculture characteristics of bridge building envelops, four is to extend the industrial chain of gripper to create brand value. Through the research and analysis of the imC of the talk Show Conference series, several optimization strategies are put forward for the improvement and development of imC in the future. First, expand the commercial model and promote multi-party value co-creation; Second, use value output attribute to guide positive values; Thirdly, infiltrate data-oriented thinking to predict user demands; Fourth, strengthen media integration thinking, maintain and expand broadcast channels. So as to improve the brand awareness and communication power of the program.