A Study On The Continuous Influence Of "Happy Camp"

"Happy Camp" is a variety of entertainment programme of Hunan TV station,it is the pioneer of Chinese entertainment programmes.It has been on the TV screen for seventeen years. The programme was popular with the audience from the beginning, and it has lasting influence until now. "Happy Camp" has always been able to attract the target audience’s eyes, and always maintain high ratings and market share. During the 17 years, "Happy Camp" has attracted numerous audiences, it is the memory of generations of youth. This programme is always able to occupy a leading position among the TV entertainment programmes.Seventeen-year long life can be said to be a miracle variety show. Faced with increasingly fierce competition and decreased TV-opening rate, researching on why the program can have a lasting influence is a very significant issue. In chapter 1, I analyzed the historical process of "Happy Camp". From chapter 2 to chapter 5, I analyzed the reasons of maintaining influence from the following aspects:audience positioning, content creation, distribution channels, marketing tactics. The conclusion is that there are four reasons of maintaining influence:adapt needs of the audience, adhere to sophisticated production, continue to broaden the channels and innovate marketing strategy. In chapter 6,I discussed the positive revelation of "Happy Camp", and also pointed out some negative effects of the program, at last, I proposed some suggestions to reduce the negative effects.