| In recent years, the competition of Reality Show production has become Chinese satellite TV stations’ goal for quicker growth in economic benefit, yet it leads to more severe homogenization due to the Matthew Effect. To restrain the homogenization and stimulate creation, the State Administration of Press, Publication, Radio, Film and Television has put forward a policy of Reality Show Restriction in last July. The Family Reunion Reality Show,which focuses on ordinary children’s journey to daddies abroad and reflects overseas Chinese workers through children’s reunion dream, is highly commented by official media and audience but still failed to achieve market success. Consequently, satellite TV Station has to develop reality shows preserving national characteristics and social reality by improving marketing methods. It is believed that by case-studying the failure of family reunion reality show can Chinese programme market be enriched in diversity.Based on the theory of 4P marketing, this paper discovers the problems and countermeasures of Family Reunion Reality Show by thoroughly analyzing such programmes in recent years from the perspectives of Product, Price, Place and Promotion. This paper claims such shows’ differentiation in humanity care and vivid narrative of China diplomacy. However,these shows are desperate for comprehensive marketing strategies, especially in production team growth and broadcast platform improvement. By analyzing such shows’ shortcomings and referring the success of other shows, this paper provides Family Reunion Reality Show with feasible advice in product, price, place and promotion, especially in group bonding and platform improvement, which affects following advertising investment and expansive promotion. |
