On The Innovative Marketing Strategy Research Of Video Website Homemade Variety Shows

If we say that Internet connects people together in the era of Web 1.0 and makes people interact and communicate with each other in the era of Web 2.0,the internet will come into human being's life and meet users' demands from all aspects in this information,mobilization,digitalization society,becoming the ubiquitous general public living space.As we can see from the 39 th China Internet Network Development State Statistic Report released by CNNIC,Chinese online video user scale reached to 545 million,increased 40.64 million people compared to the end of 2015.What's more,mobile network video user scale is nearly 500 million with 94.79 million people added,increased 23.4% compared to last year.Therefore,the number of Chinese net citizen shows an increasing trend;online video users also increase year by year and are moving to mobile device like IOS & Android,which lays the foundation of stable users for Chinese online video's further development.Recently,with the development of Internet video industry,video websites,which have relied on the copyright of traditional television media for a long time,start to create homemade content including micro film,homemade variety show,homemade drama and homemade documentary,in order to extend operational channel and satisfy users' need.Homemade variety show is well-known as its innovative content and interactive format.As a result,homemade variety show plays an important role in video industry and becomes a spur to innovation.For video website,the key to achieving profit via homemade variety show is the innovative marketing strategy.This article will first analyze the current marketing situation of homemade variety show and point out the main problems,such as the misunderstanding of marketing,weak awareness of branding,homogenization trend and single profit model.Second,based on the correct understanding of “marketing”,the author will research the innovative marketing strategy of homemade variety show from content production,organization structure,advertisement sale,broadcast channel,brand distribution and value extension five aspects,in order to reach the marketing effect of“one-off investment,continuous gains”.The author will also propose the hybrid value extension model of Internet video homemade variety show.It will provide some suggestion to the development of Chinese Internet video homemade variety show.Inthe meanwhile,it will also provide a possibility for further study of homemade variety show marketing theory.