The Research On Marketing Strategy Of The Mode Introduced Programs

As the TV system reform and the increasing competition in the old and new media, under the economic environment for marketing, TV industry is suffered unprecedented impact. To present the three-year term, TV industry has been in the large era---high investment, fine production, excellent publicity. Nowadays, more localized TV shows based on foreign previously developed show are marching into Chinese homes. From the Dragon Satellite TV’s China Talent Show to the Hunan Satellite TV’s Where are we going, Dad? I am a singer. We easily find that such good way is much important for each TV stations to create high ratings and good reputations.Under China’s TV market and based on importing foreign programs, the article regards Running Man in Zhejiang Satellite TV which import from SBS variety game show as a case. From the pattern shows themselves, using Communication Study, Marketing Study, and Management Study to systematically analyze the program in targeting audience, content production, and propagandizing. Aim to combing the marketing mode and summarizing the marketing characteristic of the mode introduced program localization by using the case. They all have a certain guiding significance to the domestic original programs marketing.The article can be divided into five chapters. The first chapter is introduction. It has carried on summary to the research background, research significance and condition of correlative topic research which studied in country and on abroad at present. The second chapter is mainly talk about the definition and the living environment of the mode introduced programs. The third chapter mainly discusses the STP strategy for Zhejiang Satellite TV’s Running Man by market segmentation, target market and market positioning. The forth chapter is supported by the Communication Study and the new media’s communication platform to discuss the new model for the local propagandizing of Zhejiang Satellite TV’s Running Man. The last chapter analyzes and summarizes the marketing strategies and methods for the domestic mode introduced programs localization.The article studies on the abuse of the elaboration, analysis and summarizing for the mode introduced program localization base on discussion of five parts. The focus is on the substantial researches for the STP strategy and brand-promotion strategy of Zhejiang Satellite TV’s Running Man. Moreover, it also has some enlightening and referencing significance in establishing the marketing strategy for the other provincial satellite TV stations and the domestic original mode programs. For example, they can learn how to analyze he market demands, accurately target audience, integrate superior marketing resources, construct continual marketing path, maintain star resources, leverage new media platform, and build an al-media and multi-dimensional market strategy.