The Marketing Of Realistic TV Program In The View Of Regional Communication

Realistic TV program has experienced 20 years development since the end of 1980's, there are gladness and anxiety in the developing process. Along with the media market fast progress, the competition becomes more and more intense and more and more people's attention resources are split up too. Moreover, serious "with the fashion" phenomenon exist in producing the realistic TV program. Under no deep consideration on regional culture differences, the program is rather spotty and from the content to the form it presents identical problem. Finally these cause present realistic TV program has somewhat low audience rating. From the regional communication vision, this article fully considered the television program the commodity attribute by looking regional culture characteristic as the breakthrough point to manufacture the program, and introduces the regional marketing theory, using literature, comparison, synthesis methodology and so on to resolve the extant problem on realistic program, and impels the realistic TV program localization, the brand, the serialized benign development.This paper focuses on the regional marketing strategies research on realistic TV program in the view of regional communication. Thinking of realistic TV program distinctive quality and its existence marketing problem, I take the regional communication, the regional marketing and the anthropologic view about regional culture as the research foundation, and discuss the program regional marketing strategies by the numbers. Thus provides an entire set of effective regional marketing strategies on realistic TV program, and provides the operational suggestion for the realistic TV program producer, then enhances the audience rating of realistic TV program and fine reputation, forms the realistic TV program the brand effect, makes the creation and production of realistic TV program enter a positive cycle. To studies other type of TV programs the realistic TV program marketing strategies have model function, has provided the new research mentality and method, also has filled the realistic TV program marketing research blank.Speaking of the production of realistic TV program itself, it first must base its region, depends on the regional culture characteristics, implements the realistic TV program marketing strategies in the region, realizes in this region to be suitable for sale, springs up everywhere; Simultaneously must dare to surmount the region limit: In dissemination content, by local region primarily, also must give dual attention to other region in content, both must highlight the local characteristic, the region characteristic, and must take into consideration the universal phenomenon which altogether has with others. In dissemination style, both must consider the mass media dissemination widespread, and must profit from the interpersonal dissemination friendliness simultaneously bases on the localization dissemination content, uniquely forms bright "the brand effect"; The establishment is bases the region above the above two dissemination idea, unceasingly profits from, the innovation, the revision, the consummation in the practice "the ocean holes hundreds river" consciousness and the methodology.In brief, an overall market always is divided into certain regions for the economy aspect, culture reason and so on. Different region market has different market characteristic, the market capacity and the market entry mode. The consumer in the different region, its climatic conditions, the cultural context and the economy level of development difference influence, its purchase way, the expense way all also can display each one different characteristic. Therefore, regardless of is the television station is the independent film and television manufacture company at the manufacture realistic TV program all must remember: The region culture is the region dissemination content, the theme, the style fountainhead. Region spreading process, the effect want and the region culture special appearance adaptation. The television media should aim at various regions market the difference, adopts the different mode of entry and the marketing strategy, thus develops the market well, obtains the good viewing ratio, obtain the ideal brand effect.