| In this paper, to get the audience’s high point likeability and recognition of Dadifeige talent show program, I view Dadifeige’s communication strategy issues from the integrated marketing communications strategy which finally could improve and enhance its competitiveness as the ultimately goal. Using the horizontal comparison method, Dadifeige television program is compared with other two program, the classic show "Super Girl" and a new program China good voice which is on behalf of the advantages from the program content, audience and marketing strategy,three important aspects of integration marketing communications, I found Dadifeige’s differences from those two talent program. I obtained that Dadifeige program had a deep gap in innovation and program content, and also was the lack of marketing. I also summed up the class talent show singing success stories from the overall,and get the develop trend is that the program core content is the key to improve competitiveness. Then through a questionnaire survey method to identify six advantages of Dadifeige television program. Through Surveys based on the advantages and disadvantages conditions as well as the position in which the market’s competitive of Dadifeige, and the overall trend of talent TV singing contests, I proposed Dadifeige program’s locate selection, under which built its general idea of integrated marketing communication strategy, put forward Dadifeige’s suitable integrated Marketing Communications program model and corresponding solutions-integrated marketing communications strategies. I believe that the integrate marketing unified planning and monitoring could make Dadifeige more easier to strengthen with the audience and other related relationship between stakeholders, and to improved brand reputation, increase the value of the program and additional social value which is given to the audience and other stakeholders. All those ultimately enhance the core competitiveness of the Dadifeige talent show program. |
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