Research On The Niche Market Of China's Network Self-made Variety Show

Under the background of flourishing development of network media,the content of self-made commercial video website is expanding rapidly.After years of development,China's network of self-made variety shows has formed a large scale in the volume,in the variety of variety,emerge in endlessly,attract a large number of Internet users,especially young people,and immerse in this entertainment carnival.Based on the theory of long tail as the theoretical basis,this paper uses literature research and case analysis to explore the niche products and services that exist in the program and analyzes the niche products and services of the program.This is the research purpose of the paper.The first part of the paper focuses on the Internet self-made variety show and the long tail theory.On the one hand,through the discussion of the development,characteristics and definition of the self-made variety show on the network,the overall grasp of the self-made variety show is made clear and defined,and the scope of the research is defined.On the other hand,by analyzing and grasping the basic principles of the long tail theory,we can find the research perspective and run through the full text.The second part of the paper is from the perspective of "production and popularization",starting from the three characteristics of "fine","long" and "wide" in the niche market,and analyzes the market division based on the field of program production.The third part of the thesis is to analyze the niche market from the three aspects of "content digitization","nonlinear communication" and "cross platform communication" from the perspective of "spread and popularize".The fourth part of the paper is based on the changes between the supply and demand to analyze the three aspects of "user diversion","product diversion","intelligent push",and then analyze the distribution channels.The fifth part is based on the above analysis,thinking from the three aspects of the program itself,the communication channel and the media consumption,which is also the conclusion part of the paper.The user is the root of the show of the program.After attracting large quantities of users,commercial video website is an important driving force for its own development and income creation based on the program.The research shows that the niche market is an infinite variety of markets as a product and service category.The exploration and development of the market should get rid of the traditional practice,jump out of the program thinking,explore new distribution channels and logic,and improve the program's top design,highlight the program direction,and obtain the attention of the users at the same time.We should get through the channels of different industrial chains,and further develop the market value of programs so as to achieve substantial progress.