IMC理论视域下真人秀节目的营销策略研究——以《花儿与少年·丝路季》为例
Research on the Marketing Strategies of Reality TV Shows from the Perspective of IMC Theory—A Case Study of “Divas Hit the Road Season V”

本文以现象级综艺《花儿与少年·丝路季》为研究对象，基于整合营销传播(IMC)理论框架，系统解构其如何通过“三位一体”营销模型实现国家战略的青春化转译。节目借助内容整合，将“丝绸之路”蕴含的文化传播话语体系，通过娱乐化转译方式进行创新性呈现，通过“游学探访”展现文化交融，创新品牌植入并构建多模态内容矩阵；在渠道整合上，利用“台网协同 + 社交裂变 + 海外适配”实现触点管理效能最大化；在利益整合方面，构建官方、品牌、用户三方协同的价值生态，实现多元主体价值共创。节目通过“接触点共振”搭建四级传播链路，取得了多维度的传播效能，成为现象级爆款综艺，实现流量裂变、品牌增值，在文化传播、社会责任履行和国际传播等方面成果显著。其成功实践验证了IMC理论在主流文化传播中的有效性，为真人秀节目文化出海提供了新思路。
This paper takes the phenomenal variety show “Divas Hit the Road Season V” as the research object, and based on the theoretical framework of integrated marketing communication (IMC), systematically deconstructs how it realizes the youthful translation of the national strategy through the “Trinity” marketing model. Through content integration, creatively presenting the cultural communication discourse system embedded in the “the Silk Road” through entertaining translation, demonstrates cultural integration through “study tours”, creates innovative brand implantation and builds a multimodal content matrix. In terms of channel integration, the program utilizes “collaboration between Television and the Internet + social fission + overseas adaptation” to maximize the effectiveness of contact point management; in terms of benefit integration, the program builds a value ecosystem with the synergy of the official, brands, and users to realize the value co-creation of multiple subjects. By building a four-level communication chain through “contact point resonance”, the program has achieved multi-dimensional communication efficacy, become a phenomenal hit variety show, realized traffic fission and brand value-added, and achieved remarkable results in cultural communication, social responsibility fulfillment and international communication. Its successful practice verifies the effectiveness of IMC theory in mainstream cultural communication and provides new ideas for reality TV programs to go overseas.