Research On Marketing Strategy Of Reality TV In Zhejiang Satellite TV

Zhejiang satellite TV’s redesign has made qualitative leaps on the brand influence andprograms quality since2008. At present, Zhejiang satellite TV’s reality TV has becomeanother big strong brand of entertainment programs after Hunan satellite TV.This paper base on the background of influence economy era, take marketingstrategies of Zhejiang satellite TV’s reality TV as the breakthrough point。Tried tosummarize the marketing strategies of reality TV in the influence economy era through theanalysis of the target audience, content, characteristics, programming features of theprograms and choose some special programs of Zhejiang satellite TV program as examplesto discussed its features in the marketing mode, analyzed the reasons behind the successfulof brand influence making of Zhejiang satellite TV’s reality TV show.The main results of the study are as follows,In the influence economy era, the point of TV programs marketing is to build thebrand influence of TV channel and TV programs, to acquire marketing achievements bothof economic and social benefits. Zhejiang satellite TV as a represent of the development ofsatellite TV channels in recent years, find the new direction of the channel and programproduction by the reposition of Zhejiang satellite TV’ s "China blue" brand connotation.In the respect of content on reality show, Zhejiang satellite TV take "Do youremember" as a new starting point," The voice of China" as strategic points,"theChina trilogy" and "The voice" series and other brand program series as consolidation,continuously introduce new kind of reality TV. And the kinds of programs of accuratepositioning, programming features of the arrangement and innovative planning operationmethod, is also the reason of the success of Zhejiang satellite TV reality TV show.By analyze the reality TV of Zhejiang satellite TV as example, this study try tosummarize the marketing strategy option of the reality TV show under the influenceeconomy era. Try to put forward some revelation in view of the reality TV marketing andhope to provide a little help on reality TV marketing development in our country by summarizing the limitations of the development of our country’s reality TV.