摘要:2012年一部由中央电视台制作的纪录片——《舌尖上的中国》迅速蹿红，蹿红的原因就是，在纪录片播放前一晚上，导演陈晓卿在自己的微博上写上了一句话，还配了张《舌尖上的中国》的海报，这条平实无华的微博起了很大的作用，《舌尖上的中国》的播出收视率从低一路升高，达到了以前纪录片从没达到过的顶峰。《舌尖上的中国》的一举成功，由“舌尖”引起了的排山倒海般的蝴蝶效应。与此同时，网络走红更是让该片人气大增，网民甚至将类似形式和内容的题材昵称为“舌尖体”,特别是在微博上《舌尖上的清华》、《舌尖上的北大》等各种“舌尖体”也开始如雨后春笋般涌现。“舌尖”甚至成为2012年度的流行语，微博的力量是不可估计的，利用微博营销对中国纪录片宣传，也许会达到意料之外的效果，微博营销是较为新兴的新媒体，以微博作为企业、游戏、电影、纪录片等的营销平台，利用微博这个平台达到营销宣传的目的，在微博上与粉丝进行传播与交流，与其他传统营销一样，微博营销的最终目的就是为宣传主体达到宣传的效果。简单来说利用微博营销对中国电视纪录片的传播的优势是不可估量的！
关键词：中国电视纪录片；《舌尖上的中国》；传统媒体；微博营销；传播
ABSTRACT:A documentary produced by CCTV in 2012 - \"on the tip of the tongue of China\" rapid leap up is red, one of the reason is that, in the documentary broadcast last night, the director Chen Xiaoqing on his own microblog written sentence, also with a poster of \"the tip of the tongue of China\" the plain and unadorned microblog played a large role, "on the tip of the tongue of China\" broadcast ratings from low rise all the way, at the height of the documentary have never reached before. "On the tip of the tongue of China\" every success, caused by the "tongue" of the avalanche of the butterfly effect. Hit at the same time, the network is to let the newfound popularity could be netizens even will be similar to the form and content of the subject matter, nicknamed \"the tip of the tongue body\", especially on microblog, the tip of the tongue on the tsinghua university, Peking University on the tip of the tongue and other various \"the tip of the tongue body\" began to have sprung up. \"The tip of the tongue\" even became the catchword of 2012, the power of microblogging is not estimated, using microblog marketing for Chinese documentary propaganda, may achieve an unexpected effect, microblog marketing is relatively emerging new media, microblog as business marketing platform, games, movies,documentaries, etc, using microblog this platform to achieve the purpose of marketing, with fans on microblog dissemination and communication, and other traditional marketing, the microblog marketing's ultimate purpose is to promote subject to achieve the effect of propaganda. Simply use microblog marketing advantage for the spread of China's television documentary is immeasurable!
Keywords: China's TV documentaries; "On the tip of the tongue of China" ; The traditional media ; The microblogging marketing; transmission
