【作者】 张琳；

【导师】 韩亮； 杨德灵；

【作者基本信息】 兰州大学 ， 新闻与传播（专业学位）， 2022， 硕士

【摘要】 湖南广电的发展一步一个脚印,从湖南卫视到芒果超媒,再到抢占新赛道的小芒诞生,从传统电视媒体平台到互联网内容平台,再到“视频+内容+电商”新模式的电商平台,是在媒介融合背景下,传统媒体与互联网双平台的深度融合,打造自身新品牌的破局新出路,为中国的媒介深度融合提供了一种发展新范式。芒果的小芒《小芒种花夜》实际上就是媒介深度融合的产物。本文以《小芒种花夜》为例,针对“电商晚会”这一媒介融合背景下的营销模式进行浅析,为电商品牌传播和营销策略的发展提供建设性意见。通过对电商晚会整体的发展演变的探究以及其对外营销宣传策略发展演变的研究,为梳理《小芒种花夜》提供背景。通过对小芒APP,小芒种花夜TVC、海报等为本文的探究对象,分析其表现出来的作为新赛道的商业文化价值。对比分析各大电商在内容领域制定策略上的差异,探究小芒这一“视频+内容+电商”这一新模式,以及“小芒种花夜”和“小芒年货节”传播策略的变化对其新品牌的营销进行探究。本文将从四个章节对《小芒种花夜》这一营销事件进行研究。第一章对近年来电商晚会营销方式的演变进行简单梳理,并对媒介融合背景下的电商晚会具有的基本特征和兴起原因进行概括总结,为电商这个新赛道下,小芒推出的《小芒种花夜》与《小芒年货节》所融入文化情感这一电商晚会所打造的国货电商新品牌做一个铺垫。第二章从芒果TV自身发展背景,探究进入电商这一新赛道的原因、优势、目前存在的问题、未来如何进一步发展来保持其健康有序的运转的研究。从而为小芒选择电商晚会作为主打营销模式,同时开辟其自身创新点的研究做基础。第三章从《小芒种花夜》出发,分析小芒的“视频+内容+电商”为什么是新模式?为什么推出这一新模式?这一新模式的关键部分在哪里?第四章关于小芒“国货”电商平台这一新品牌的构建,《小芒种花夜》这一晚会是如何与广大青年相关联的,是如何明确自身定位的,其品牌效应让观众进一步记住小芒电商所传播的精神,扩展到小芒电商与湖南卫视合作第二场的《小芒年货节》,研究两场晚会的相互作用,进一步将小芒平台成功推到大众面前。同时针对电商晚会的负面现象,讲述小芒在打造自身品牌的过程中,创新“种花”IP使,如何消除消费陷阱,如何消解消费疑问。小芒的整个品牌定位也与湖南卫视、芒果超媒的定位相呼应,国货平台与国潮内容制作相对应。国家和民族力量的发展映衬人民情感高涨的前景,小芒未来的发展新方向必定不会和其他电商平台同一化,而《小芒种花夜》也注定不仅承载了商业价值这一类,因为它的诞生与成长背景,它也必定承载了主流文化宣传的这一价值责任。综合以上来看,《小芒种花夜》实际上就是媒介深度融合的产物。更多还原

【Abstract】 One step a footprint,the development of hunan radio and television from hunan satellite TV to mango media,to the birth of a new circuit of small mans preemption,from traditional TV media platform to platform of Internet content,and then to "the content of the video + + electricity," a new mode of electric business platform,is under the background of media convergence,the depth of the fusion of traditional media and Internet double platform,to build its own new brand of broken new way,It provides a new development paradigm for the deep integration of Chinese media.Mango’s little awn flower Night is actually the product of deep media fusion.This paper takes "Night of Flowers in Ear" as an example,analyzes the marketing mode of "E-commerce evening Party" under the background of media convergence,and provides constructive suggestions for the development of e-commerce brand communication and marketing strategies.Through the study of the overall development and evolution of e-commerce evening party and the development and evolution of its external marketing and publicity strategy,it provides a background for sorting out the Night of Little Mango Flowers.Through the Xiao Mang APP,small Mango flower night TVC and posters as the objects of this paper,the commercial cultural value of the new track is analyzed.A comparative analysis is made on the differences in the development strategies of various e-commerce companies in the content field to explore the new model of "video + content +e-commerce" of Xiaomang,as well as the changes in communication strategies of "Flower Night in Small Ear" and "Xiaomang New Year Goods Festival",and to explore the marketing of its new brand.This paper will study the marketing event of "Flower night of Grain in Ear" from four chapters.First chapter on the recent calls,the evolution of marketing mode of the party for a simple comb,and fusion of media under the background of electricity has the basic characteristics of the party and summarise rise reason,for electricity,under the new track,small mans launched the small grain in ear to spend nights with the small mans Spring Festival culture feelings by the electrical contractor party to build a new brand of domestic electronic business do.The second chapter explores the reasons,advantages,existing problems and how to further develop mango TV in the future to maintain its healthy and orderly operation from its own development background.In this way,xiaomang chooses e-commerce evening party as the main marketing model and develops its own innovation points as the basis of research.The third chapter starts from xiao Mang’s flower planting night and analyzes why the "video + content + e-commerce" of Xiao Mang is a new model.Why launch this new mode? What are the key parts of this new model? Fourth chapter about a mans "air" electric business platform to build the new brand,the small grain in ear to spend nights how the party that is associated with the youth,how their own clear positioning,the brand effect for the further remember little mans spirit spread by electricity,extended to small mans electric business cooperation with hunan satellite TV "small mans Spring Festival",the second half of a Study the interaction between the two parties,and further push xiaomang platform successfully in front of the public.At the same time,in view of the negative phenomenon of the e-commerce party,it tells how to eliminate the consumption trap and solve the consumption question by innovating the IP of "planting flowers" in the process of building its own brand.The whole brand positioning of Xiaomang is also echoed by hunan SATELLITE TV and Mango super media,and the domestic product platform is corresponding to the production of national tide content.Countries and the development of the national strength against people’s emotional high,the prospect of future development of the small mans new direction must not and other electric business platform is the same,but the small grain in ear to spend nights also destined to not only carry the commercial value of this kind,because with the background of its birth,it must be the value of mainstream culture propaganda as responsibility.From the above,the night of flowers in small grain in ear is actually the product of the deep integration of media.更多还原