The Research On The Integrated Marketing Mode Of The Domestic Reality Show

ABSTRACT:As the size and number are increasing, the domestic reality show has got rapid development since 2005.It has entered the commercial market and created significant economic value. While it is criticized repeatedly because of its homogenization and many other problems. It got into the trouble of ratings decline. So Improving its marketing management, and building a marketing mode for it became significant.This thesis compared the current domestic marketing situation of reality show with abroad, then made PEST analysis and five forces model analysis, finally made the marketing mode proposal-Integrated Marketing Mode for the domestic reality show. Marketing Model building of reality show should be two steps on. First of all, position the integrated marketing by analyzing the value chain of domestic reality show; then make integrated marketing programs by integrating a variety of marketing strategies. Based on the 4P principles and brand extension theory,five specific strategic containing product strategy, pricing strategy, promotion strategy, channel strategy, brand extension strategy are presented.The thesis makes good use of the related theories of marketing, economics, business strategy management and made comparative analysis, case analysis. It creates a integrated marketing mode for domestic reality show, hoping to Improve the marketing level and marketing theory research status of domestic reality show.As to the framework of the thesis, it is divided into six parts. The first part introduces the research background, significance, research methods and the overall framework of the paper. The second part is the introduction about thesis-related theories of marketing, corporate strategic management, economics, and the current statuses of reality show modes both domestic and abroad. The third part describes the development and types of reality show, and compared the current marketing level of the both. The fourth part makes the PEST analysis and five forces model analysis for domestic reality show and chooses Integrated Marketing as its marketing mode. The fifth part describes the implementation of the mode; the sixth part presented the conclusions, innovation and research prospects.