The Research On Demand Factors Influencing The Audience's Watching Behavior

As the new increasing point of the national economy, TV Series industry get high attention from the scholars, government institution and the related market participant of the industry chain. TV Series, the marrow of TV industry, playing an import role in people's daily life. However, the current situation is not very positive for each participant in this market. At one hand, there exists the cut-throat competition in the market and each year over 2000 series can not be broadcasted, at the other hand, no matter TV makers or Broadcasting institutes are not pay much attention on the quality control and products promotion, where marketing skill is very scarcely. According to this phenomenon, the paper highlights the importance of the population statistics' roles in the audience's demand for the TV series, and provides a new view for the related companies' strategies making.Considering the current status, this paper cites the audience related theories as the research resource. Based on the data collected from the market and using the software of SPSS, It differentiates the audience's demands as five parts: entertainment demand, fashion demand, emotion demand, knowledge-pursuit demand and self-realization demand. And also, Basis on the crosstabs of the five factors and combined with the population statistics we have done some hypothesis test, which shows that the audience's age, education, matrimony and some other factors have great influence on their TV Series demand. Basis on this situation, the paper differentiates audience as two clusters and develops the related market strategies for the companies in this Industry chain.This paper consists of five chapters, the first chapter is the exordium, focusing on description of the current situation of the TV Series industry, including the supply and demand relationship and the make profit model. The second chapter is literature review, emphasizing on the theories research of audience, TV Series and market related. The third chapter is one of core chapters of the whole paper and based on the theories analyzed above we come up with hypothesizes for the following research. In the fourth chapter we use the software of SPSS analyzed the data collected from the market and proves the hypothesis succeed or not. The last chapter is another core of the paper and we raise some useful strategies for the related companies in the market.This paper combines theory researching and case analyzing, qualitative analysis and quantitative analysis, and pay attention to the realistic explanation to the economic matter and phenomenon of the theory research. So it's a big significance for China's TV series industry sustainable development.