The Branding Establishment Of TV Dating Shows

As cultural products, television shows take important part in cultural consumption. On the one hand, there are too many kinds of TV shows; on the other hand, audience plays complex roles in the process of consumption. Both of them build an unique landscape of the field of cultural consumption. The TV show "If You Are The One" is one of the most successful models. Its success owes to two main reasons: its distinguishing feature of cultural marketing and its core-the creative content and the brand development. This success not only makes the show very famous, but also makes Jiangsu TV becomes the winner. As the result, the shows of blind date have become hot issues in China.There are also many problems existed. Since the premiere,"If You Are The One" has underwent many difficulties in the two years, such as the censures from other TV stations and the criticisms from audiences. In a manner of speaking,"If You Are The One" became a "Cultural Phenomenon". This cultural phenomenon causes a series introspection in academic circles.The same as material products, in the development of cultural products, they should face "Survival of the Fittest". But the difference is, for cultural products, consumption is not the destination. The spirituality makes them experience a further consumption after the first consumption in consumers’mind. In the meantime, due to the homogeneity phenomenon of TV shows and the aesthetic fatigue of audiences. This thesis uses "If You Are The One" for a case and TV dating shows as a platform. By analysis and comparison, this paper introspect this "Cultural Phenomenon" from the level of cultural products and cultural value, and present a strategy which can be referenced.