“Where Are We Going Dad” The Marketing Model Analysis

In 2013 November, Where are we going Dad "after the broadcast of Hunan satellite TV from South Korea to introduce the original parent reality TV show", triggered a national each big TV reality show repeng. As a parent-child show "Where are we going Dad" fully demonstrate the innocence in at the same time, will change the parent-child education and children’s education idea to show in front of the audience, is an educational experience activities, is also a kind of fun educational communication activities."Where are we going Dad" in the introduction of basic framework to keep after the television programs and intrinsic value consensus, also has carried on the localization of the processing of the program, created a more solid, more rich and relationship between the characters, and the inner meaning of education on the show makes the component positioning, let education meaning more clearly. Have the program innovation is rooted in the China audience inheritance, continues, this is "Where are we going Dad" succeed key.As a new wave of original introduction program, it has been able to lead the country’s reality show, is actively exploring for program elements, its marketing mode, the program which the conflict mode. Parent child class reality show as a popular fashion column, the symbol meaning very obvious, on the one hand it to meet the audience on the Star Live voyeuristic desire, on the other hand is a reproduction of the real life of self of parent-child education, the audience from the program to see their own ideal and "shadow". In addition, "Where are we going Dad" was successful, in addition to show itself in the theme, structure, plot setting and other aspects of the advantages, all media its marketing strategy is the key to success, as a copyright parent-child reality show, it chose the appropriate introduction of mature brand, realize the differences of cultural products the show, after the packaging processing native, shaping the star brand effect."Where are we going Dad" main star, parent-child interaction, such as communication keyword, rushed to the broadcast program after the second season, a domestic parent-child reality show compilation boom. Say "where" Dad went to the dissemination effect from the communication of meaning is mainly manifested in three aspects: education level, medium level, consumption level, the core elements of many aspects, and the choice of these three aspects involved in television media properties, the value of commercial marketing etc.. "Daddy where parent-child heat" by reason of the comprehensive development, brought about by the industrial chain than expected, film, animation, garment, tourism and other industries and the rapid development in its force, whether brand, reputation, star, suction gold, derivative industry chain, the integration of new media, the spread of agitation and making tourism heat and so on are a concrete manifestation of the industry chain.