Marketing Strategy Of Domestic Reality Show

The object of this study is of Jiangsu TV "If You Are the One" Program, here referred to as "If You Are the One" Program.This case full use of the program’s marketing environment and communication strategies in all aspects of the detailed description and analysis summary. On this basis, identify the program’s innovations and problems, and then make recommendations.This paper first introduces the Realtiyshow, an overview of the history of the program. Then through the macro environment, competitive environment, demand environment and SWOT analysis model, to understand the program in which the internal and external environment, competitive pressures, its own strengths and weaknesses and the opportunities and threats facing.To provide the complete and comprehensive basis for the program’s marketing strategies through these analyse.Based on above analysis, we use STP Model to select the market segments and positioning, then use4 P Model to analyse its integrated marketing strategy, and focus on four main marketing communication strategies, they are the topic of Product strategy, price strategy, channel strategy and communication strategy. By the end of the article analyzes the reason of the success of the programme。Of this case study not only for our understanding and knowledge of different marketing communication strategies, program planning learning provides a good theoretical and practical basis, it’s also played a positive role in the reference for the similar TV programs.At the same time, it has an important reference value for the corporate marketing communications strategy, innovation and diversification of integration.