The Brand Marketing Of Reality Shows In China Under The Background Of Media Convergence

The gate of China's reality show has been officially opened in 2000 when Guangdong Television(KWANGTUNG)Station has launched a local reality show series called THE BIG CHANENGE OF SURVIVOR which adopted the ideas and concepts from the American program SURVIVOR.After nearly twenty years exploration,the development of China's reality show has grown from one dominance to a contention of hundred schools of thought.Under the background of media convergence,the reality show are constantly creating new styles as in developing process.However,systematic guidance and forward thinking are lack in theoretical research and practical operation.Based on the theoretical of communication,marketing,sociology and psychology.This thesis explores and reflects on the overall characteristics,existing problems and marketing strategies of reality show in China,provides strategy choices for reality show's brand marketing,and puts forward guarantee for strategy implementation under the background of media convergence.The first chapter,as an introduction,introduces the research background and significance of reality show's brand marketing,research methods and innovation,research framework,and makes an overview and analysis from three aspects as media convergence,reality show and brand marketing.The second chapter summarizes the related contents of reality show's brand marketing and media convergence.The third chapter discusses and analyzes the challenges brought by media convergence to reality show's development and brand marketing,and try to finds out the dilemma of reality show's brand marketing under the media convergence and gives some examples.The fourth chapter analyzes the opportunities of media convergence on reality show and brand marketing,and under media convergence background puts forward three strategic choices for reality show's brand marketing dilemma like positioning strategy,localization strategy and brand extension strategy,and combines these strategies with case study.The fifth chapter mainly combines the ecological background of media convergence,and puts forward the technical guarantee,management guarantee,public opinion guarantee and talent guarantee for the implementation of reality TV show's brand marketing strategy.The media environment is becoming more and more complicated.Reality shows are facing serious competition.Analyzing the media environment of the reality show and summarizing the problem existed in reality show is of uppermost priority for making a proper marketing countermeasure and dealing with the problems and challenges.Only in this way the reality show could be revitalized.Also only a revitalized reality show could provide mainstream cultural artifacts to the audience,which is enjoyed and welcomed by the audience.And only in this way the reality show could be a good Navigator in guiding social culture and public opinion.