中國音樂選秀節目的電視模式本土化與營銷創新之探析:以《中國好聲音》為例

TV format localization, marketing innovation, and Chinese music talent show: The case study of The Voice of China

周佩蓉(Pei-Jung Chou)

指導教授 ： 羅世宏

國立中正大學/社會科學院/傳播學系電訊傳播研究所/碩士(2014年)

摘要

面對近年來中國綜藝節目一檔接一檔引進台灣，其中《中國好聲音》不僅在兩岸創下收視佳績，同時造成我國本土節目收視率下滑，中國綜藝節目的崛起對我國電視產業不無影響，其發展狀況值得關注與探討。因此，本文試圖以《中國好聲音》例，針對國外節目模式的引進與內容本土化改造進行深入分析，期能為台灣本地選秀節目的製播觀念與行銷策略提供嶄新的視角。

為了解《中國好聲音》的成功要素，本研究從兩個面向——電視節目模式的取向以及節目商業模式——切入探討，在研究方法上則以採取文本分析探究《中國好聲音》的本土化改造策略，並且以SCP模式作為分析基礎架構結合文獻分析，探討《中國好聲音》的營銷與創新。

研究結果發現，在《中國好聲音》的內容本土化改造上，經由文本分析後，歸納出《中國好聲音》的本土化創新有以下七點，分別為「中國式的敘事文本：情感導向」、「正能量的傳達」、「真實的謊言：煽情的故事化包裝」、「評審轉變為導師、打造導師風格」、「融合中國、台灣元素、加入流行時事製造話題性」、「轉變節目節奏」、「賽制的轉變」。在商業營銷與創新上，《中國好聲音》的商業模式運作，可分為「產品策略」、「廣告策略」與「跨媒體整合策略」三個面向，整體而言，《中國好聲音》運用電視台與製作方優勢資源，發展頻道品牌化與節目產業鏈、延續經濟效益，並且利用多媒體相互整合與營銷多元化，實現了製作方、電視台、網路平台三贏的商業模式。

關鍵字

電視模式 ； 音樂選秀節目 ； 中國好聲音 ； 本土化 ； SCP模式

並列摘要

As a lot of Chinese entertainment TV shows have been imported to Taiwan in recent years, The Voice of China not only gained a ratings success, but also caused a seemingly inevitable ratings decline for programs locally produced in Taiwan. The rise of Chinese entertainment TV shows has been affecting the local television industry to some extent, thus the development of Chinese entertainment TV shows itself should be taken more seriously. This research therefore takes the case of The Voice of China and focuses on the localization and marketing strategies of the imported television program format from abroad, hoping to offer some insights for the local television industry in Taiwan.

To understand how The Voice of China has thus far made a success, this study explores both the television programme format and its business model. This study not only conducts a textual analysis to explore the localization strategies of The Voice of China but also tries to clarify its marketing innovation strategies by means of a further analysis which is based on the SCP model.

The findings of this research indicate that the TV format localization strategies of The Voice of China are as what follows: namely, "Chinese style narrative text: emotion-oriented", "convey positive energy," "true lies: sensational story packaging", "coach into teacher, create teacher style", "fusion of Chinese and Taiwanese elements, adding popular current affairs to arouse topics ", "convert program rhythm ", " the change of competition rules". Concerned with business marketing and innovation, the business model of The Voice of China can be divided into three parts: "product strategy", "advertising strategy" and "cross-media integration strategy". On the whole, The Voice of China has taken advantage of its capital and production resources to build and enhance channel branding, program industry chain, and continuing economic efficiency. Also, it has facilitated multimedia and diversified integrated marketing to achieve a three-way win business model for the television production teams, television station and online video platforms.

並列關鍵字

TV format ； Music talent shows ； The Voice of China ； Localization ； SCP model

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