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方言类栏目如何在日趋激烈和残酷的媒体竞争中生存;方言类栏目的制作人在做好节目的同时,如何营销好自己的栏目;笔者作为厦门卫视《我爱闽南话》栏目的制作人,将新闻学及管理学的知识运用,从客户需求——观众角度出发,为《我爱闽南话》栏目进行市场细分,锁定目标客户群,确定方言类栏目的市场定位,在现代营销理论的指导下为方言类栏目——《我爱闽南话》进行整合营销,并提出“创意整合营销”的思路。
How dialect class columns survive in an increasingly fierce and brutal media competition; how do producers of dialect class columns make their own columns while doing a good job in the program? As an author of the column entitled “I Love Taiwanese Dialect” in Xiamen TV Station, According to the application of journalism and management knowledge, we can segment the market of “I love Hokkien dialect” from the client’s demand-audience perspective, lock the target customer base and determine the market orientation of dialect category. In modern marketing theory Under the guidance of dialect category column - “I love Taiwanese” for integrated marketing, and put forward “creative integrated marketing ” train of thought.