Study On Marketing Strategy Of Network Variety Show

As over 30 years’ development of variety shows in China, now is the its times of prosperity. According to incomplete survey, the amount of variety shows came out has been increased from 100 in 2014 to over 200 in 2016. Major provincial TV stations has invested heavily in variety shows. Its rapid growth in this period is quite obvious even in no entertainment stations.The development of Internet has accelerated this change. The new media is affecting people’s life style with its personalized, fast and multi-terminal interactive features. It is also greatly affecting the propagation behavior. The pattern with the core of traditional media is slowly being broken, the video sites is rapid developing in this environment. Although there have been a number of video services on the Internet, none of professional video sites before Letv, followed by Tudou, PPTV and other video sites. In this ten years, the number of video websites continues growing, and its business develops from the initial content sharing service to the "transport" service, and to the nowadays self-made services.Technological innovation based on big data and cloud computing are quietly affecting our life, the development of variety shows, and especially the development of network variety show based on video sites on Internet platform. With the constantly expanding of mobile terminal, people have increased watch channels and more complex demand, it makes conventional marketing strategies are also slowly changing.This paper is an analysis of the marketing of current network variety shows. The main analyse object is the case "The 15 of us". The article contains four parts. The first part is about the state of the art, the purpose, the significance of the research and the summarized interpretation of research results. In the second part, the background, current situation, features and marketing advantages is analysed. Then, the STP strategy of the case "The 15 of us" is discussed from market segmentation, target market and market positioning. Finally, it is about the marketing strategy analysis of "The 15 of us" program through 4R and 4V theory, and the overall analysis and summary of network variety show extending from this program.