| Since 2005, China video websites has developed 11 years. During the development course in past 10 years, high royalties of video resources and homogenization of content are major stumbling blocks on the development path of domestic video industry. In 2014, China major video websites start to expand their strategic layout to self-produced entertainment programs and tripartite confrontation of iQIYI, Tencent and Youku&Tudou in self-made entertainment field has been formed. However, unwilling to lag behind, other video websites also invest heavily in making entertainment shows, hoping to grab a slice of this market. Therefore, competition of self-made entertainment programs will be much fiercer in the upcoming years.This paper focuses on variety show made by China video websites and analyzes current situation of this subject. In Chapter one, types, self-produced pattern and existing problems of self-made entertainment programs have been summarized one by one. Based on its present situation, in Chapter two, this paper discusses the realistic background of differential strategy taken by domestic video websites, and points out that the favorable policy environment and tough condition faced by China video industry intensify competition of self-made variety show, thus, differentiation has become the first choice for China video websites to win the competition.The fourth Chapter is the highlight of this thesis, taking Are You Normal made by Tencent video website as example, discussing its characteristics from four aspects: audience targeting, form, content and promotion strategies. The purpose of this research lies in the fifth Chapter, giving four suggestions for domestic video website on how to achieve differential development, that is, accurately target audience; constantly bring in talents and innovate form and content of the program; actively explore new marketing methods; improve copyright protection system and avoid plagiarism of self-produced entertainment program. |
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