Dragon TV Reality Show "Extreme Challenges" Marketing Strategy Research

This paper takes "The ultimately challenge" of outdoor reality TV show as the main research object,combining the theory of marketing,media marketing theory,on the program of marketing environment and marketing strategy has carried on the thorough analysis and evaluation.First of all,the author on the definition,origin and development of reality show do a simple overview.Lists the current our country all the classification of the reality TV show.And "The ultimately challenge" of DongFang TV program made simple introduction.Finally summarizes the brilliant achievements made since the broadcast."The ultimately challenge" programs can in such occupy their position in the fierce competition in the market,the reasons for the success of its own,the author will be summarized as the following three points:Firstly,deep understanding of the market.This part includes program understanding of population environment,awareness of political law environment,the consLumption environment of understanding and the understanding of the competitive environment.Secondly,Precise marketing positioning.The author first fixing the stars of the show guests and audience analysis.Then the content of the program for "The ultimately challenge" for positioning analysis,and find out with the other reality shows differences.Finally analyzes the program of urban location.Thirdly,Reasonable marketing mix.The author uses the theory such as 4p marketing strategy combinations,analyzed "The ultimately challenge" of differentiated product strategy,that is different from other forms of new reality shows,positive development surrounding derivatives;In various forms to determine the advertisers price strategy;Through the combination of online media,web manufacturing high temperature voice,film production and so on to improve program ratings channel strategy;And intensify publicity,the use of video voting sites,integrated use of resources and other marketing activities to promote a programme's ratings.In fully affirmed "The ultimately challenge" program marketing strategy at the same time,to show the humanities connotation needs to be deepened,social responsibility to strengthen,original ability to enhance and precise positioning to strengthen deficiency,the article puts forward the way through into the traditional culture essence and other dig program humanities connotation;By handling properly the relationship between entertainment and public welfare and the relationship between program selling point and social ethics to strengthen social responsibility;By avoiding homogeneity to build the core competitiveness and make full use of big data analysis precision marketing innovative ideas.