| With the rise of the Internet,The Internet media is changing the habits and beliefs of people watching videos.The rise of online video shows that the audience is no longer passive to accept but can take the initiative to search for their own content of interest.Network-made video programming also broke the television program a single situation.In the network of self-made programs endless,More and more programs show a large-scale trend,Homogenization is becoming more and more obvious,Operating mode is more single,Mostly take "online + line + topic" this business model.This program tries to find a new business model,provide a marketing idea and a basic path.To 《wonderful work》for the program object,from market analysis and audience analysis.To 《Xiaosong Qi Tan》,《the temptation of dinner》,《Luo thinking》as the object,to prove the domestic excellent network of self-made video programs,Analyze the characteristics of an excellent program,And then from the audience positioning,operation mechanism,marketing strategy and business operation strategy four aspects of 《 wonderful work 》 program of success and shortcomings,so as to develop empirical marketing program.The specific program is in the program broadcast by adding the form of live,"live + variety" model presents a new business model.《Wonderful said》is a live debate on the program,in the program using live form,so that the audience involved in the entire program to make the program to become a universal discussion of the program.The program is divided into six parts: strategy positioning,promotion goal,media combination,promotion activities,effect evaluation and operation risk.The program is planned in detail in the promotion activities.To broadcast the platform as a media support,the total length of the program broadcast is divided into three time periods,each time the organization of different activities and play a different role.To join the live form of the 《dinner of the temptation》as a reference,through a single amount of broadcast and search for heat based on the increase in the feasibility of the program.Finally,the risk of the operation of the project was enumerated,the organization of different departments to deal with the possible risks,with the greatest possible risk to a minimum. |
