| On the Road is the first network self-made outdoor reality show made by China’s first video website "Youku", with ’Extreme couple’-Zhang Xinyu and LiangHong. Since it has been premiered on June 13th 2013, On the Road has broken rating records many times. The massive hit of On the Road draws loads of attentions from both traditional media and new media, this paper takes advantage of this phenomena to focus on the strategy of this creative communication. Based on Creative Communication Management (CCM), this paper analyses On the Road from the perspective of creative communication, and explores its success to state its corresponding communication strategy, so as to rethink the existing problems and offer better suggestions and strategies for network self-made programs based on the strategy analysis.The first part of this paper provides background analysis, problem formulation, and introductions of research methodology and values, to clear the research strategy. The second part, according to the theory put forward by creative communication management, the core element of creative communication management that is communication meme, then focusing on a detailed analysis of communication meme, there are love, friendship about life and death, Chinese feelings, positive energy and communicate traveling.The third section mainly analyses the used communication strategies in On the Road from three aspects of resource communication,content communication and brand communication, In the last section, to make some reflection about the Creative Communication of On the Road, identify weaknesses about this program,and then,give some feasible proposals for the shortcomings. |
