Study On The Marketing Strategy Of The Reality Show

Reality show has been developed for over 10 years in China. It has been enjoyed a booming period during recent 10 years, which also has made very successful performance. With the hot performance of several hit reality shows, reality show has brought new energy into Chinese TV industry without any doubt. Although it has created enormous economic value, there are many problems in Chinese reality shows.Firstly, this article clarifies and analyses some marketing theories such as the Marketing Theory of 4Ps, Integrated Marketing Communication Theory, Brand Extension Theory,and pays more attention to introducing the marketing theory of TV show. Then, the reality show’s definition and characteristics are introduced. By analyzing the development history of the reality show at home and abroad, this article concludes the marketing problems of reality show in China. Thirdly, this article analyses the reality show marketing cases from China and other countries, which is based on the marketing theories mentioned before. In the end, according to the marketing problems exiting in Chinese reality show, the author puts forward a set of practical marketing strategy in order to improve the marketing of Chinese reality show, which is in terms of clearing the audience, innovating the program, product placement, new media communication, trading copyright, branding extension and so on.