体验营销是新世纪营销界最大的创新之一，牢牢把握住消费者心智的最高峰并迅速在世界经济舞台上蓬勃发展。 随着我国经济的高速增长和国家相关政策的放宽，电视娱乐业也进入了一个新的发展时代。娱乐本身就是一种体验，因此体验营销对于该行业的作用尤为突出。本文试图将这种新型营销方式应用到电视娱乐业，集中运用体验营销参与模式理论深入剖析体验营销在该行业的应用现状，为我国电视娱乐业发展过程中体验营销模式的演进方向提供有效的建议。 本文首先介绍体验营销模式的相关理论，其次选用战略体验营销模式分析体验营销在我国电视娱乐营销中的地位，继而基于体验营销参与模式进行“同一首歌”和“超级女声”的纵向案例分析以及“学徒”和“赢在中国”的横向案例比较，最后在此基础上提出体验营销在我国电视娱乐业应用的误区及建议。

Experiential marketing is one of the greatest creativities in the new era of marketing arena. It’s grasping the peak of customer’s mind and developing rigorously in the whole world. As the rapid increasing economy of our county and the loose of the relative policy, television station is entering into a new period. Entertainment is experience, so it’s more imperative for experiential marketing to play an important role. Here in this thesis, I try to apply this new marketing method to TV entertainment industry, analyzing the situation of experiential marketing mainly through “Participation Model”. It can be useful for solving the problem how we set the direction of experiential marketing model evolves in the development of TV entertainment industry. Firstly, it introduces the related theories of experiential marketing model. Secondly, it chooses “strategic experiential marketing model” to analyze the status that experiential marketing are in the industry. Thirdly, based on “Participation Model” it compares “The Same Song” with “Super girl” as the longitudinal case study and compares “ Apprenticeships” with “Win in China” as transverse case study. In the end it concludes the misunderstandings of experiential marketing model existing in China and the according advices.