Research On The Marketing Strategy Improvement Of Hunan Satellite TV Variety Show In The New Media Era

In recent years,the development of TV variety shows is facing severe challenges.Compared with the network comprehensive market with increasing broadcast volume,the output of satellite TV has dropped sharply,and the audience rating has also dropped significantly.The constantly emerging variety show products and more and more abundant broadcast channels and scenes have brought great impact to the audience rating market of TV variety shows.The dilemma of TV variety shows comes from many aspects,among which the biggest threat is the rapidly developing mobile Internet and a large number of new media.Therefore,Hunan Satellite TV,as the leader of local satellite TV,needs to readjust its marketing strategy to meet many challenges in the new media era.Based on the media integration theory,target marketing and positioning theory,this paper systematically analyzes the trends and characteristics of the new media era and the challenges faced by traditional TV variety shows by using the research methods of interviews between internal middle and senior managers and external industry experts,comparative research,logical analysis and qualitative analysis.At the same time,taking Hunan Satellite TV variety show as the research object,the internal and external environment and market trend of its development,as well as the current development status and problems are analyzed and studied.It is found that there are the following problems in the development of Hunan Satellite TV variety show:(1)audience differentiation and fragmentation,which makes it difficult to locate the audience accurately;(2)Under the pressure of revenue and capital,content positioning and innovation are prone to distortion;(3)Under the trend of media integration,the trend of small screen cutting seats is intensified;(4)Young directors,weak ideology,etc.Then,from the perspective of 4P marketing theory,it puts forward the corresponding marketing strategy optimization suggestions for the development of variety shows of Hunan Satellite TV.The research in this paper has important practical significance to improve the comprehensive quality of TV variety shows in China,enhance their competitiveness in variety market and enhance their ability to integrate with other media.The research on TV variety shows based on TV big screen and the integration of small screen and multi-screen with other media has made great contribution to the theory of media integration.