網路視頻節目創新營銷研究 —以愛奇藝《中國有嘻哈》節目為例

隨著科技發展、通信基礎建設成熟以及使用者習慣的轉變，閱聽眾對戲劇及節目內容的收視，已從傳統的電視媒體轉移到行動新媒體。相對於傳統媒體的內容營銷方式，因受限於法規、受眾年齡層等因素，無法進行更多的創新變化，而視頻平台等新媒體受眾年輕，熱衷於接受新事物，且無法規限制，故能運用更多的創新營銷手法來彰顯廣告主價值。近年來中國視頻平台已形成產業規模，在BAT三大集團(Baidu百度、Alibaba阿里巴巴、Tencent騰訊)的豐厚資金挹注下，讓創新商業模式得以隨心所欲的進行試驗，而以往多是本國品牌客戶的商業合作也開始漸漸地獲得國際品牌注重，積極的嘗試參與和評估效益。本研究即以2017年瀏覽量超過28億次的愛奇藝《中國有嘻哈》節目進行探討，《中國有嘻哈》透過哪些開發流程來確立其創新營銷模式能有效運行，而國際知名品牌麥當勞如何評估其合作效益，進而帶動品牌與銷售雙方面的價值成長與實質收益。研究結果顯示，在創新內容營銷模式方面，透過製作團隊、參與藝人、節目主題以及節目預估瀏覽量，為節目內容品質提供基本保證，其次經由測試市場廣告主的接受度後才決定節目是否能推出，接著與廣告主討論客製化的創新內容營銷細節，整合線上線下的商業模式，為麥當勞帶來接地氣品牌形象與銷量的成長。研究結論提出兩個看法，第一為視頻節目要能成功，必須從源頭制度化流程監控，同時以節目、觀眾、廣告主三方都能獲益的三贏策略為主要目標。第二則是持續的創新內容營銷模式，尋求融合各種包含新技術或新創意的方式，為 IP 挖掘深度價值與效益。

關鍵字

內容營銷；平台模式； O2O模式；視頻平台；愛奇藝；麥當勞；中國有嘻哈

並列摘要

With the development of technology, the maturity of communication infrastructure and the changes of user habits, the audience's viewing of drama and program content has shifted from traditional TV media to mobile new media. Compared with traditional media content marketing methods, due to factors such as regulations and audience age, it is impossible to make more innovative changes. Besides, new media audiences such as video platforms are young, enthusiastic about accepting new things, and there are no regulations, therefore, it is necessary to use more innovative marketing techniques to highlight the value of advertisers. In recent years, China's video platform has formed an industrial scale. Under the strong capital of BAT Group (Baidu, Alibaba, Tencent), the innovative business model can be tested and the commercial cooperation of domestic brand customers has begun. This trend has gradually gain the attention of international brands and they are actively trying to participate and evaluate the benefits. This study is based on the iQiyi‘s program which called "The Rap of China" with more than 2.8 million video views in 2017. The research questions are : what kind of development process does "The Rap of China" have to establish its innovative marketing model to operate effectively, and how the internationally renowned brand McDonald's works? The study will evaluate the benefits of “The Rap of China” and the substantial benefits of both brand and sales. The results show that in the innovative content marketing model, through the production team, participating artists, program themes and video view predictions, the basic quality assurance of the content quality of the program is provided. Secondly, after testing the acceptance of the market advertisers, it is decided whether the program can be launched. Then, the study will discuss the customized content marketing details with the brand customers, integrate the online and offline business models, and bring the brand image and sales growth of McDonald's to the ground. The conclusions of the study put forward two views. The first is that the video program must be successful. It must be monitored from the source institutionalization process. At the same time, the three-win strategy that the three parties can benefit from the program, the audience and the brand customers is the main goal. The second is a continuous innovative content marketing model that seeks to integrate a variety of new technologies or new ideas to dig deep value and benefits for IP.