中國大陸電視劇產品置入效果之研究 ——以小劇場形式為例

隨著社會進步與經濟發展，產品置入形式也在不斷的變化更新，出現了很多過去不曾有過的產品置入形式，如:音效置入等。近年來隨著網絡時代的飛速發展，人們觀劇習慣也有所變化。觀眾不再依賴電視劇觀看電視劇，而是更多地傾向於使用移動端觀看電視劇。因此，很多針對於移動端的電視劇產品置入形式應運而生，如:壓屏置入等。小劇場產品置入模式就是在此背景下誕生的。自 2006 年小劇場雛形產生以來，小劇場置入也由最初的吐槽娛樂變為了真正意義上的商業行銷手段。置入劇種也不再是單純的古裝劇，現代劇《春風十裡不如你》中也出現了小劇場置入的形式。研究以 2016 年以來的 6 部含有小劇場置入的熱門電視劇為研究樣本，實證研究發現: 1.金融理財 APP 類產品對小劇場置入產品效果作用顯著 2.長假(Holiday)對小劇場置入產品效果作用顯著產品行銷人員可基於以上兩點結論判斷產品是否選擇小劇場置入、合適進行小劇場置入，從而達到產品置入效果最大化。關鍵詞:小劇場、產品置入、電視劇

關鍵字

小劇場；產品置入；電視劇

並列摘要

With the development of society and economy, the forms of product placement are constantly changing and updating. Many new forms of product placement have appeared, such as sound placement. In recent years, with the rapid development of the Internet era, people's watching habits have also changed. Instead of relying on TV dramas, viewers tend to use mobile devices to watch TV dramas. Therefore, many TV series product placement forms aimed at mobile terminals emerge at the right moment, such as screen placement. The small theater product placement mode is born under this background. Since the embryonic form of the small theater came into being in 2006, the small theater placement has changed from the original amusement to the real commercial marketing means. Implanted drama is no longer a simple costume drama, modern drama "Spring Breeze ten Li Is not as good as you" also appeared in the form of small theater. This study takes six popular TV series with small theater placement since 2016 as research samples, and empirical research finds that: 1. Financial management APP products have a significant effect on small theater product placement 2. Holiday has a significant effect on small theater product placement Based on the above two conclusions, product marketing personnel can judge whether the product should be placed in a small theater or not, so as to maximize the effect of product placement. Key words: small theater, product placement, TV drama