Research On Integrated Marketing Communication Strategy Of Network Variety Talk Show Conventionon

Talk Show Congress is the debut of stand-up comedy talk show in China.After the broadcast of the fourth season in 2021,talk show Congress won high public attention and considerable broadcast data,among which the gold lines were frequently searched on Weibo.As a new model of young state comedy,it can obtain excellent audience feedback and market data,mainly because it is close to its main audience--the living status and expression mode of the young group growing up with the Internet,and it has become a new way for young people to express their thoughts.Change the media platform,net category of market competition is intense,the audience attention today become scarce resources,the talk show assembly by its high quality text content is very difficult to large-scale ones,its excellent integrated marketing communication strategy is it an open market and Chinese stand-up comedy show the important reason of benchmarking.To carry out integrated marketing communication,the first step is to determine the target audience,study the characteristics and needs of the audience;The second step is to do a good job in audience contact management,establish contact channels;The third step is to determine the communication strategy of the program,to deliver a unified program image;The fourth step is to integrate the means of program communication.Network variety "talk show assembly" has its unique characteristics of integrated marketing communications is a high quality content to build user loyalty as the core competitiveness,second is the advertising content marketing mode to promote win-win multi-brand,three was based on the contemporary youth subculture characteristics of bridge building envelops,four is to extend the industrial chain of gripper to create brand value.Through the research and analysis of the im C of the talk Show Conference series,several optimization strategies are put forward for the improvement and development of im C in the future.First,expand the commercial model and promote multi-party value co-creation;Second,use value output attribute to guide positive values;Thirdly,infiltrate data-oriented thinking to predict user demands;Fourth,strengthen media integration thinking,maintain and expand broadcast channels.So as to improve the brand awareness and communication power of the program.