2024年5月11日发(作者：)

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要

截至2017年6月，中国网络视频用户规模达5.65亿，网络视频用户使用率为75.2%。

随着数字信息科技的水平不断提升，新媒体的发展与壮大不断地对传统媒体进行着冲击。

仅以电视作为播放平台的传统综艺节目已然无法适应受众"碎片化"的观看方式。而网络媒

体作为新媒体的一种，通过其本身具有的多终端、交互性个性化强及极速化的传播优势等

特点，逐渐成为大众观看视频、接受讯息的主要途径，这也使得网络新媒体日趋成为电视

节目扩大自身影响力的重要渠道。《爸爸去哪儿》作为国内首档明星亲子真人有节目，自

第一季开播以来就受到了极大的关注，截至目前《爸爸去哪儿》栏目已摄制播出了5季。

前三季在湖南卫视和芒果TV同步播出，而从第四季起仅在芒果TV和优酷视频上进行了

播出。播出平台的变化，使得《爸爸去哪儿》这档综艺节目从一档传统的电视综艺节目转

变成为了网络综艺节目。《爸爸去哪儿》并不是一个个例，在“台网联动”的商业模式驱动下，

越来越多的优质电视综艺节目开始尝试多屏呈现，走上了“网络化”道路。然而传统媒体的

营销模式与网络新媒体的营销模式存在着一定的区别与差异，如何在电视综艺网络化的潮

流中站稳脚跟并实现盈利是一个值得深思的问题。因此本文将通过对电视综艺《爸爸去哪

儿》网络化进程中的营销模式的变化进行讨论，尝试针对其在营销模式转变过程中出现的

问题提出较为合理可行的解决办法，希望能为其平稳发展增添一份微薄之力。

关键词：爸爸去哪儿 网络综艺 营销模式 湖南卫视 芒果TV

ABSTRACT

As of June 2017, China's network video users reached 565 million, and the

utilization rate of network video users was 75.2%. With the continuous

improvement of the level of digital information technology, the development and

growth of new media continue to impact traditional media. The traditional variety

show, which only uses television as the broadcasting platform, has been unable to

adapt to the audience's fragmentation. As one of the new media, network media has

gradually become the main way for the public to watch video and receive the

message through its own characteristics, such as multi terminal, strong interactive

personalized and rapid propagation advantage. This also makes the network new

media increasingly become an important channel for TV programs to expand their

own influence. "Where the father goes" as the first star of the domestic star has a

program, since the first season since the beginning of the broadcast has been

greatly paid attention, as of now "Dad where" column has been filmed for 5

seasons. The first three seasons were synchronized in Hunan satellite TV and

mango TV, and broadcast from mango TV and Youku videos in the fourth quarter.

The change of broadcasting platform has made the variety show of "Daddy where

to go" changed from a traditional TV variety show to a network variety show.

"Where the father goes" is not a case, driven by the "network linkage" business

model, more and more high quality TV variety shows began to try multi screen

presentation, and embarked on the "network" road. However, there are certain

differences and differences between the traditional media marketing mode and the

network new media marketing mode. It is a problem to think about how to gain a

firm footing and achieve profit in the trend of TV variety network. Therefore, this

paper will discuss the change of marketing mode in the network process of TV

variety "where dad goes", and try to put forward a more reasonable and feasible

solution to the problems that appear in the process of changing the marketing mode,

hoping to add a meager force to its smooth development.

Key words：Where are we going, dad?; Network variety; Marketing model; Hunan

Satellite TV; Mangguo TV