Research On Fan Behavior In Marketing Communication Of Produce 101

In recent years,with the development of video website,network homemade variety shows have also developed in a blowout development.Various types of network variety shows emerge in an endless stream.Different network variety shows have different marketing and communication strategies,which have different influences on the behavior of the audience.."Produce 101" is Tencent video new domestic first female group youth growth variety show.The program has been gaining popularity on Internet platforms during its broadcast,and the influence of its marketing and communication activities on the behavior of the show's fans is also thought-provoking.Based on the marketing and communication activities of Produce101,this paper discusses the fan behavior of the program,and think about how to correctly guide fans to self-regulate,to maintain rationality,and to create a good communication environment.Through content analysis,case study,participatory observation and questionnaire survey,this paper studies the behavior of fans in the process of marketing and communication of “Produce 101” program.Mainly based on the marketing communication strategy of the program,this paper analyzes the behavior types,behavior characteristics,behavior causes and behavior effects of fans in the process of program dissemination.The study found that fan behavior of Produce 101 can be divided into three types:fan consumption behavior,fan support behavior and fan community building behavior.This paper summarizes the behavior characteristics of the fans of Produce 101 into five aspects: emotional consumption based on identity,strong interaction through social media,the production of fans is creative and the trend of carnival is obvious,fan communities are organized professionally and members of the fan community intersect and coexist.The paper analyzes the causes of fans' behaviors from four aspects: the content promotion strategy of program topic setting,the intensification of fans' emotions by the nature of talent show competition,the provision of a variety of interactive channels and fan community activities.Finally,it summarizes the influence of fans' behaviors on the programs,contestants,fans and network environment from positive and negative aspects.In addition,this paper gives some thoughts on how to regulate and guide fans' behaviors of network variety shows :onthe one hand,network variety shows should regulate their commercial behavior and guide the mainstream values.On the other hand,fans should improve their media literacy and should be rational in their creation.