Television Variety Of New Media Marketing

TV variety shows as one of the main types of programs the traditional TV media, not only plays an important role in the television business strategy, but also in people’s social life and plays an important role. However, into the era of new media, television viewers, media habits, the traditional TV media marketing and media environment has undergone tremendous changes, the traditional TV media audience being split by a large number of new media. In this context, TV variety show marketing must take the initiative to adapt to the new marketing environment, adjust the marketing strategy, and actively take advantage of new media platforms to promote the program.Zhejiang TV brand variety show "Running Man" Since its launch, achieved good ratings, which is inseparable from its precise use of the new media marketing. In this paper, that is, "Running Man" the new media marketing as a starting point, the interpretation of "Running Man" specific ways and new media marketing strategies on the basis of the analysis program product strategy, pricing strategy, channel strategy and marketing strategy on purpose in better promoting China’s television variety of new media marketing. This paper is divided into five chapters, the first chapter is an introduction, mainly introduces the research background, research status, research questions and research methods; the second chapter, the main content of television variety shows and new media marketing and the characteristics of the discussion and analysis; the third chapter, sociocultural, economic, technological, competitive and demographic aspects of television variety of new media marketing market environment elaborated; the fourth chapter, "Running Man" the new media marketing made specific case studies; fifth chapter is based on the analysis of the fourth chapter summarizes the Enlightenment and thinking "Running Man" new media marketing to our television variety of new media marketing brings hope to make some constructive suggestions for the development of TV variety shows to make some contribution.