Research On The Present Situation And Development Trend Of Iqiyi Homemade Variety

In recent years,with the continuous optimization of the popularity of the Internet and media technology environment,people’s Internet equipment gradually transferred to the mobile terminal,it brought people viewing habits and viewing the concept of change,people gradually from passive recipients of the traditional TV media content,change to the initiative to seek their own content of interest.Video site homemade program is due to the viewing time and place randomness,rich content and diverse forms,has become the focus of attention in recent years,Internet users.The video sites,homemade variety show one can get rid of copyright pressure,reduce external dependence;on the other hand,the homemade variety video website can help to achieve competitive differentiation,build their own brand symbol.Therefore,homemade variety began to be favored by the video site.Compared with the traditional variety,network homemade variety show richly endowed by nature,the arrival of the electronic age,overall seamless coverage of Internet data,the introduction of relevant policies,to promote the value of copyright,the audience needs to change,the value of advertising drive provides convenient conditions for the development of a variety of network become an irreversible trend.After 2014,a number of video sites have seen the potential market of homemade network variety,competing to launch their own homemade variety,network integration began to show a strong momentum of development.Among them,Iqiyi in recent years continued to force the homemade variety,constantly optimize the homemade variety content layout,improve the programming level,and through the open mode of cooperation continue to launch high quality network ensemble,has become the industry benchmark network homemade variety.In this paper,Iqiyi homemade variety as the research object,the research focuses on the development of homemade variety,Iqiyi homemade variety of content characteristics,program characteristics,production marketing model,etc..Through the analysis of the content and marketing strategy of Iqiyi’s homemade variety,refining its advantages and experience,to learn from the development of homemade variety.Finally pointed out that Iqiyi in the presence of a variety of problems in the homemade variety,and try to put forward a solution,look forward to Iqiyi homemade variety show to achieve a more long-term development.