Tv Show Brand Innovation Strategy Research

The large-scale TV variety show is a kind of special product in Chinese TV show history. In today's competitive media environment when people have more and more different needs, traditional TV variety shows have to face huge challenges. The deepening of reform and opening up and technological progress make people's entertainment life rich and colorful. The 21st century is a "focus economy" era and people now have more entertainment choices which bring large competition to TV variety shows. The 21st century is an era of commercialization. The market economy is deepening fast. Mechanism and system reform has brought new challenges and changes to the whole production process of TV industry. So competition problems are the most important thing to TV variety shows. All professional TV producers pay great attention to the answer that how to win the competition. According to international developing experience and current environment in China, in my point of view, the establishment of brand can be the best way to win the competition. And how to construct the brands, the important key of problem, is the most important subject we want to study.This paper is with the dissemination theory (Masses'dissemination, cultural dissemination, advertising dissemination and society spread, etc.) and journalism, sociology, psychology, management, economics, etc discipline interrelated relevant theory principle achievement the support, have constructed the tactics and carried on comparatively systematic argumentation and analysis to the surging brand of the TV variety show.This paper is mainly about the branding establishment of TV variety show with five chapters. Chapter one will give a general view of study background, study way and key concepts. Chapter two is aimed to link commercial branding theory and TV variety show practice. And then, the paper collect four typical examples according to four main types of TV variety shows. By analyzing the background, branding measures, difficult environment of the typical shows, the text are made to help the whole TV variety show industry facing new challenges and environment. Then the paper analyzed subject problem (the conspicuous program fawns on customs and melts; The program design is identical; Ignore questions such as the educational function and social function and becoming old and weak before one's age, etc) and reason that the TV variety show of our country exists, combine the detailed conditions of the TV variety show of our country on the basis that the surging brand principle of the TV variety show is analyzed finally, have proposed the tactics of the surging brands of TV variety show of our country of several construction.