An Innovation Perspective Research On Competitive Strategy Of TV Show

The cultural industry is still an emerging industry in China.In the past 30 years,we have been following and imitating others in the form of imitation on the surface.The value that this industrial chain can create for society is incalculable.As an important part of the culture industry chain,TV media plays an irreplaceable role in promoting social and cultural progress and spreading the correct value the concept.And television variety arts are the absolute protagonist in today's Chinese TV media.Against the background of the current "Mass Entrepreneurship,Mass Innovation",it is more difficult for the varieties following others or homogenized type to meet the taste of the audience.With the drop of audience,the advertising revenue decreases and the production cost become higher and higher.The public opinion is in endless emerging,the SARFT's regulation is getting tighter and tighter.Many phenomenal varieties enjoying popularity for a time gradually faded out of people's sight.For example,Super Girl,produced by Hunan Satellite TV,starts the popularity of talent shows.It explodes rapidly as soon as it appears.It is no longer a dream for the grass roots to become stars.The traditional television media played the leading role at that time.However,with the rapid development of the domestic economy and dramatically increased Internet users,judging from their entertainment and consumption habits,Chinese netizens have jumped directly from computer clients to mobile phone clients.Because of the various network videos and the rapid development of the network Medias such as the mobile phone APP,everyone becomes an independent media and a carrier of events and news.The diversity and speed of the channels of communication is amazing.Thus,it is particularly important to maintain an invincible position in the fierce market competition,innovate and formulate the differentiated competition strategy.This essay takes “Sing China” of Zhejiang Satellite TV as the example.It is one of the most popular variety shows in China.It shows the common issues of the variety shows in China.Individual cases analysis is used to illustrate the current conditions that “Sing China” faces.Then,it points out the current problems as : The satisfying rate getting lower,The view rate decreasing,The Audience getting tired.And challenges: The homogenization program got increased,Internate Viraty show dramatically higher,Copy right dispute.Compared with the similar varieties,“Sing China” is analyzed by combining the current variety strategy analysis.SWOT analysis strategy helps to understand the internal and external factors that influence and limit the development of the program.It also helps to make the depth analysis and give the improve proposal like :Pay attention to market segmentation and promote minority music;Merge reality show scenes into a music show;Develop all media and the construct a powerful audience interactive platform;Introduce innovative talents and improve program flow;Improve program taste and transfer positive energy.At the same time,this paper also selects the questionnaire method to collect and organize the available information for a certain number of television viewers.It provides a primary data basis for the problem research.And those will provide ideas and inspiration for the innovation,dissemination improvement and upgrading of the domestic variety programs.