A Study On The Communication Strategy Of China's Self-made Variety Programs Based On Internet Thinking

Self-made variety shows on the Internet refer to a new type of variety programs that are produced independently or co-produced by video websites,which have the copyright of independent programs and operate independently and broadcast through video websites.Under the double pressure of "limited entertainment order" and copyright competition,Youku,Iqiyi,Tencent Video and other major domestic video sites began to focus on the production of home-made variety shows online.With the increasing investment of the video website in the network homemade variety show and the continuous enrichment of the program production experience,the number of the network homemade variety show is increasing year by year,and the quality level of the program has also been obviously improved.Network homemade variety show with its diverse and novel content,free and unrestrained style of flexible and diverse forms gradually by more and more young online audience attention and love.Today,the market for home-made variety shows in our country has never been more prosperous.In 2017,the number of home-made variety shows in our country was up to 159 online,an increase of 53% over the same period last year,with the total number of hits reaching 50.5 billion.Year-on-year growth of up to 120,"Mars Intelligence Agency" as the representative of the number of hits ranked in the forefront of home-made network variety shows,its advertising volume began to catch up with the traditional TV variety show,such as "run Brothers." However,with the rapid development of our countryundefineds network home-made variety show,many problems,such as the vulgarization of the program content and the homogeneity of the program,are beginning to appear and become more and more serious.On the one hand,these problems are not conducive to the health of the home-made variety show in our country.Steady development;on the other hand,with the continuous expansion of network-made variety show influence,will also have adverse social impact.In order to deeply analyze the existing problems and the causes behind the network home-made variety arts programs in China and put forward the corresponding solutions,this paper thinks from the thinking level.From the perspective of Internet thinking,combined with the case of "Mars Intelligence Agency",the characteristics,problems and causes of our countryundefineds self-made variety shows on the Internet are summarized and analyzed in depth.Aiming at the problems,this paper puts forward the corresponding communication strategies from the two aspects of program production,operation and program supervision.Finally,based on the new development model of our countryundefineds network home-made variety show,the future development trend of our countryundefineds network homemade program is forecasted.The main points of this paper are as followsFirst,China's network variety show in content settings,performance form and traditional television variety show has obvious differences.In terms of content,self-made variety shows on the Internet embody the subcultural attributes of the network,the language style is more free and open,the content of the topic emphasizes the populace,and the content of the program seeks to arouse the resonance of the program audience.In terms of forms of expression,most of the self-made variety shows on the network adopt the form of cross-media and multi-screen transmission,and the programs are highly interactive,the production and operation of the programs,and so on,to a large extent get rid of the traditional mode of operation of the television variety shows.Make corresponding strategies according to the characteristi-es according to the characteristics of the program itself.Second,China's network-made variety show has vulgar content,lack of social responsibility and other outstanding problems.The main cause of the problem lies in the fact that in order to pursue economic interests,the program producers blindly emulate popular programs,do not strictly follow the Internet thinking in the production and operation process,and the government regulatory system is not yet perfect.Video site is not very good to perform prior review,lack of self-discipline.Third,based on the analysis of the existing problems and the causes of the existing network home-made variety arts programs in our country,in order to solve the problems fundamentally,on the one hand,it is necessary for the program producers to take the Internet thinking as a guide in the process of production and operation.On the basis of in-depth understanding of the needs of the target audience,we can create programs with novelty,high quality and positive social energy,at the same time,actively broaden the audience range,innovate the audience orientation,actively try to develop across borders;on the other hand,Video websites should strengthen the self-discipline of program review,and the state should constantly improve relevant policies and regulations to curb the emergence of vulgar programs in the source and system of programs.The full text is divided into the introduction,four chapters and conclusion of six parts:The first chapter is the preface.Through the research background and the research value of the discussion,and then put forward the theoretical and practical significance of this paper,through the domestic and foreign literature review.This paper discusses and analyzes the domestic and foreign related research on the self-made variety show,excavates the deficiency of the domestic and foreign research angle of view and the research content,and finds the breakthrough point for the research of this paper;through the case study method,the literature analysis method,The research of content analysis puts forward the research ideas and contents of this paper;on the basis of this,it analyzes the innovation points,key points and difficulties of the research;and puts forward a certain exploration of the research methods.The second chapter,the Internet thought and our country network self-made variety show summary.Through combing the concept of Internet thinking,analyzing its connotation and extension,and analyzing the influence of Internet thinking on the media environment of our country,the author explains in detail user thinking,product thinking,innovative thinking,socialized thinking.From this,the author systematically combs and analyzes the network self-made comprehensive program of our country.Aiming at the origin,development,present situation,future development trend,content setting and characteristics of our country's network home-made variety arts program,the author makes a more detailed exposition on the origin,the development,the present situation,the content setting and the characteristics.Provide premises for the contents of the following chapter.The third chapter,under the view of Internet thinking,our country network self-made variety show.From the perspective of Internet thinking,this paper makes a detailed analysis of China's self-made variety programs in terms of content setting,form of expression and broadcasting features,and compares them horizontally and vertically with traditional TV variety shows.The fourth chapter,our country network self-made variety show existence question and the cause of formation.Through the analysis and study of specific cases,it is concluded that there are some outstanding problems,such as vulgarization,homogeneity,single profit model and lack of social responsibility,the forms of expression and their harm.By studying and analyzing the causes of these problems,there are three main reasons: the lack of Internet thinking,the narrow target audience,the imperfect regulatory system,among which.The lack of Internet thinking in the process of program production and operation is the main reason for the above problems.The fifth chapter,the communication strategy of our country network self-made variety show under the view of Internet thinking.Through the five levels of user thinking,product thinking,innovative thinking,socialized thinking and cross-border thinking in the perspective of Internet thinking,this paper makes a detailed analysis of the Mars Intelligence Agency as a case study.And then put forward the communication strategy of our country network self-made variety show.Conclusion: this paper sums up the communication strategy of our country's self-made variety show under the view of Internet thinking,and achieves the preset goal of this study.