"Daddy Where" Program Marketing Strategy Research

In recent years, with the increasingly open television media market development, the competition among the major TV is becoming increasingly fierce. October,2013, Hunan Satellite TV launched " Dad,Where are we going" program since its premiere, CSM firstly ranked12consecutive national network and CSM46network ratings, has become the highest-rated season in the broadcast program on the satellite channels in2013, seen as " Dad,Where are we going phenomenon." The reason why such a program made so big a success, tightly connects with its unique marketing strategy are inseparable.In this article," Dad,Where are we going" program as the main object of study, the use of integrated marketing, media marketing and other related theories are introduced, meanwhile, the program’s marketing environment and marketing strategies for more in-depth analysis and evaluation.Then following analysis includes "SWOT", a comprehensive analysis of the Hunan Satellite TV’s high brand value existence, professional production team, a good audience base and powerful distribution channels and other advantages, there are also pan entertainment channel positioning, low-threshold prone to cause homogeneous programs and other disadvantages, and both face huge potential market opportunity and opportunities for regional overseas cooperation, on the other hand, face pressures from the policy, other pressures come from the competition, emerging media and foreign programs. On the basis of SWOT analysis, the article proposed Hunan Satellite TV existing advantages, firmly seized the favorable opportunities for development and the introduction of foreign successful variety show mode, to build the parent-child relationship theme of" Dad,Where are we going" program " SO" strategy.To properly implement the "SO" strategy," Dad,Where are we going" the program show clarifies the market positioning, namely followed by urban core audience of young parents positioning, and the star as bright, with fresh, humorous, documentary style content positioning and parent-child, family concept for advertisers positioning.On the basis of a clear market positioning, the article uses "4P" theory and focuses on the " Dad,Where are we going" program differentiated product strategy, namely entertaining-Parenting with education in entertainment, emotion-truth with highlighting Sons (female) truth in details, skillfully-humble with seeking surprise in expectation; as well as Pricing Strategies through negotiations with tender way to maximize the value; Four-screen Interaction Channel Strategies through television, Internet, mobile phones, movies; Integrated Marketing Communication Strategies to utilize advertising, various marketing activities and the theme song, derivatives to promote the integration.Based on fully understanding and supporting the " Dad,Where are we going" program marketing strategy, while the humanities connotation for the program needs to be deepened, social responsibility needs to be strengthened, original capabilities need to be improved and strengthened to precise positioning and other shortcomings also need to be taken into consideration. The article puts forward the integration of essence of traditional culture programs to dig deep humanistic connotation; strengthen social responsibility by addressing the relationship between charity and recreation; selling-points and social ethics; build the core competitiveness to avoid homogenization and take full advantage of big data analysis to achieve precise marketing and other innovative ideas.