Research On Marketing Strategy Of TV Variety Show Under New Media Background

With the development of Internet technology,especially the development of mobile Internet technology,new media has been developed and made a rapid development,which had a profound impact on all walks of life.Under the new media environment,the information dissemination speeded up and tended to be non-central,the way of communication has undergone tremendous changes.The first part of this article is the introduction,summarizes the research status of TV Variety Program Marketing in current academic circles under the new media background,for TV marketing,many scholars studied on a marketing way,or the analysis of the marketing strategy in the context of traditional media.This paper is to integrate.This paper puts forward the marketing strategy of the TV variety show suitable for the new media environment,thus establishing the significance of this paper.The text of this article first analyzes the characteristics of the new media and television variety show,and defines the concept of the text.Second,the analysis of television variety show profitability,including: copyright income,advertising revenue and program derivatives profitability.Then,under the background of the new media,the TV variety market has experienced the situation:the widening market scope,the four TV competition modes,the favored by the advertisers,the increasingly difficult to meet the needs of the audience,the impact of the market by the status quo.This paper analyzes the marketing strategy of TV variety show in the background of new media,combining with the 6P marketing theory proposed by Philip Kotler in the new media background.Including the use of mobile TV video APP and video sites to broaden the marketing channels;the use of non-competitive strategic alliance and search engine marketing to promote the use of mobile video games and video sites to broaden the marketing channels;the use of non-competitive strategic alliance and search engine marketing to promote;The use of social media to spread the virus and the official media to create a good public relations.To sum up,this article will combine the new media communication theory,television program theory,marketing theory,through the analysis of literature and case studies TV variety show marketing strategy in the new media background,summed upthe overall idea of TV variety program marketing,to provide a reference for the marketing of TV variety show.