随着科技不断发展，新媒体时代的到来为媒体传播开辟了新途径，进而为电 视节目的播放提供更为广阔的空间。传统媒体在发展美食节目上以不同的形态出 现在各类媒体传播媒介上，深受大众的喜爱。Y市电视台资源较弱，与上级电视 台竞争力不足、与同级电视台优势不够明显，为应对激烈的传媒竞争，提升收视 率，Y市电视台美食节目必须进行创新，努力提升其营销策略显得尤为重要。 本文以Y市电视美食节目营销策略为研究内容，在现代媒体营销理论的指导 下，采用案例分析方法、文献综述法和问卷调查方法对美食节目《小城味道》营 销策略进行研究，通过对该美食节目现有营销策略环境分析和营销现状的讨论， 提出该节目营销策略的优化建议和保障措施。 文章首先探究了Y市电视台美食节目级别情况和营销现状，运用 STP 理论 和SWOT营销理论讨论宏观环境和微观环境，采取问卷调查获得美食节目受众的 真实数据反映，据此分析Y市电视台美食节目传播营销的优势、劣势、机会与威 胁，最后，根据对营销环境的分析，在确定优化原则和市场细分的基础上，提出 营销策略的改进优化建议。具体建议包括：实施利益性营销策略，精准定位节目 细分受众，努力满足消费者的个性化需求，通过优质内容产出提升节目品牌价值， 与企业商业开展广泛品牌合作增加营销渠道，巧妙植入广告元素实现节目效果和 商家宣传的共同价值；实施文化性营销策略，发挥文化传递、情感传递功能；实 施区域性营销策略，精准把握本地特色饮食文化，避免节目同质化现象；实施趣 味性营销策略，提高节目的娱乐性与可视性。最后，结合Y市电视台实际发展情 况，提出组织结构、技术、人力资源和资金保障措施。 关键词：电视；美食节目；营销策略 河南财经政法大学硕士学位论文 III Abstract In recent years, with the continuous development of science and technology, the advent of the new media era has opened up new channels for media communication, which in turn provides a broader space for the broadcasting of TV programs. Gourmet programs conform to the development trend of the times, appear in various media in different forms, and are deeply loved by the audience. TV stations in Y city have weak resources, insufficient competitiveness with higher-level TV stations, and insufficient advantages with TV stations at the same level. In order to cope with fierce media competition and increase ratings, city Y TV stations must innovate food programs and strive to improve their marketing strategies. This article uses the marketing strategy of TV gourmet program in Y city as the research content. Under the guidance of modern media marketing theory, the marketing strategy of gourmet program "Taste of Small Town" is studied by using case analysis method, literature review method and questionnaire survey method. Analysis of the current marketing strategy environment of the program and discussion of the current marketing situation, and put forward optimization suggestions and safeguard measures for the program's marketing strategy. The article first explores the level of food programs and marketing status of TV stations in Y city, uses STP theory and SWOT marketing theory to discuss the macro environment and micro environment, and adopts questionnaire surveys to obtain the true data of the audience of food programs, and analyzes the spread of food programs in city Y Marketing advantages, disadvantages, opportunities and threats. Finally, based on the analysis of the marketing environment, on the basis of determining the optimization principles and market segmentation, suggestions for improvement and optimization of marketing strategies are proposed. Specific suggestions include: implementing profitable marketing strategies, accurately positioning program audiences, striving to meet the individual needs of consumers, enhancing program brand value through high-quality content output, developing extensive brand cooperation with corporate businesses, increasing marketing channels, and cleverly implanting Advertising elements realize the common value of program effects and 河南财经政法大学硕士学位论文 IV business promotion; implement cultural marketing strategies to give play to the functions of cultural transmission and emotional transmission; implement regional marketing strategies to accurately grasp the local characteristic food culture and avoid program homogeneity; implement fun marketing Strategies to improve the entertainment and visibility of the program. Finally, combined with the actual development of the TV station in Y city, the organization structure, technology, human resources and capital guarantee measures are proposed. Key words：TV；gourmet program；marketing strategy 河南财经政法大学硕士学位论文 V 目 录 摘要 .................................................................................................................... II Abstract ................................................................................................................ III 目 录..................................................................................................................... V 1 绪 论.................................................................................................................. 1 1.1 研究背景及意义..................................................................................... 1 1.2 文献综述................................................................................................. 1 1.2.1 国外综述...................................................................................... 1 1.2.2 国内综述...................................................................................... 2 1.3 研究方法与内容..................................................................................... 4 2 相关概念及理论基础........................................................................................ 7 2.1 相关概念................................................................................................ 7 2.1.1 美食节目...................................................................................... 7 2.1.2 电视营销...................................................................................... 7 2.2 理论基础................................................................................................. 8 2.2.1 STP理论 ....................................................................................... 8 2.2.2 竞争战略理论.............................................................................. 8 2.2.3 4I营销理论 .................................................................................. 9 3 Y市电视美食节目营销策略现状及问题分析................................................ 10 3.1 电视美食节目介绍............................................................................... 10 3.1.1 产品介绍.................................................................................... 11 3.1.2 财务状况.................................................................................... 12 3.2 电视美食节目营销现状...................................................................... 13 3.2.1 利益性营销策略........................................................................ 13 3.2.2 互动性营销策略........................................................................ 14 3.2.3 个性化营销策略........................................................................ 14 3.2.4 趣味性营销策略........................................................................ 15 3.3 电视美食节目营销调查分析.............................................................. 16 3.3.1 调查问卷设计............................................................................ 16 3.3.2 问卷结构.................................................................................... 16 河南财经政法大学硕士学位论文 VI 3.3.3 数据收集.................................................................................... 16 3.3.4 问卷统计分析............................................................................ 17 4 Y市电视美食节目营销环境分析................................................................... 21 4.1 宏观环境分析...................................................................................... 21 4.1.1 美食节目市场............................................................................ 22 4.1.2