Research On Integrated Marketing Communication Of Domestic TV Live Show

Nowadays, the reality show which is a mainstream program form has been a hotly contested spot on audience rating for TV stations, meanwhile, the reality show has become one of the important measures of enhancing their core competitiveness.Being involved in the growing fierce competition, the reality show, a product of media, must enhance its marketing management level if it wants to live and prosper.And it must introduce the concept of integrated marketing communications into the operation management of reality show as well as build up effective strategies of integrated marketing communications to increase the marketing ability of those programs. Only in this way, can it enhance the core competition and protrude from the numerous TV programs.Therefore,we must be research on the marketing strategy of the reality TV show, hoping to provide the beneficial reference for the reality show of marketing strategy design and decision making.In October 11, 2013, Hunan satellite TV broadcast the first large national archives outdoor reality star parent-child interaction show ‘Daddy, where are we going?’, this is another successful innovation on behalf of the time of reality TV development frenzy, once the program is broadcast popular screen and get a large audience. The program ‘Daddy, where are we going?’ is overwhelmingly popular with audience, and it has created a miracle of audience rating. The reason of its success lies in its special integrated marketing communications strategy. The author thinks it a particular case in the practice of integrated marketing communication and a masterpiece in the successful marketing of domestic reality show. As a result, being guided by the theory of integrated marketing communications, this thesis, which uses the ‘Daddy, where are we going?’ as a research target, talks about the integrated marketing communications and overviews the shortage of domestic reality show, thus to find out the real strategy of integrated marketing communication on the basis of analyzing its connotation and mode.This thesis is divided into four chapters. The introduction which elaborates the background, the current situation, the purpose, the meaning, the method of researching as well as its framework. In the first chapter, the author talks about three aspects of the connotation and character of integrated marketing communications, the integrated marketing of media and the TV media in integrated marketing. The second chapter gives out that the operation of integrated marketing is one of the elements thatdepends whether a reality show will succeed or not after the SWOT analysis. And it also elaborates the communication, the mode and the meaning of integrated marketing communications in TV reality show. The third chapter analyzes the integrated marketing communications strategy in ‘Daddy, where are we going?’ and analyzes its integrated resources, the brand, the channels of transmission and the advertisement resources in detail. Then in the last chapter, the thesis shows the achievement and its disadvantages of integrated marketing communications in TV reality show from‘Daddy, where are we going?’, analyzes the shortcoming of its development, thus gives out the strategy which could deal with it so that it can provide the domestic TV reality show with references.