National TV Variety Show The Media Marketing Research

With the development of digital technology, network technology, communication technology, race class, singing classes, language classes, reality-TV variety show after another, gradually formed a complete set of commercial mode of operation has created tremendous economic value,But embarrassing is that technology is advancing rapidly, traditional media and new media, a high degree of integration and intensifying market competition, consumer demand is diversified, "consumer appetite for" more and more difficult to meet. Domestic TV variety show from Shang century 80 generation times and development, now has almost will China various literary form(music, and dance, and comedy, and acrobatics, and game, and race) for has full of II times creation, consumption needs increasingly picky, does not directly presses domestic TV variety show of innovation upgrade, but to scarce of attention resources the big television at spent heavily from overseas purchase copyright, original force insufficient, and program with quality of serious, hype means vulgar, brand extends capacity weak, Make the scarce attention resources become more and more difficult to gather, most of the popular variety show "doomed to die" on it, a strong marketing program for domestic television variety show by creating influence economy to achieve sustainable development is of great significance.According to press counselor Yu Guoming, the media economic theory, to build influence economy, first at very competitive products to attract attention to a broad audience, and audience attention into continuing cohesion. And by attention to cohesion form influence the process of implementation, you need a key, strategic media product "sold three times." In my opinion, to achieve "three times for sale" prerequisite to accurate and proper positioning of the product. Super speech home is by Anhui TV, and energy television spread joint launched of China first document original language competitive class reality show program, brand positioning "selected China most will talk of people", in domestic variety show similar products content and the form "cluster" appeared of market background Xia, original class variety show has been is market missing field, 2013 in the big TV crazy staged music draft Zhiji, super speech home break with quality of monotone screen content, Fusion variety show of entertainment value, and commercial value, and Social values in one, got substantial program effect. In this paper, the Super speakers as main anatomical object and to its original content and marketing research, trying to build influence for variety shows reference solutions sustainable development of the economy. Programme proposed to to Trout of positioning theory for starting point, stressed domestic variety show around "entertaining" for brand positioning of importance, while using kamaixi of 4P marketing combination principle and marketing learn in the of brand extends theory proposed has using products strategy, and channel strategy, and promotions strategy on "products content" for first times sale, using price strategy will "by all of attention" on advertising business for second times sale, using brand extends strategy on "brand resources" for third times sale, Is a strategic attempt to integrate theory and resources, hoping to provide variety shows to achieve influence economic theory and practice of reference comments.