Integrated Marketing Communications Perspective Dialysis "You Are The One."

Matchmaking show preempted TV programs in 2010. From the beginning to the end, from Monday to Sunday, many kinds of dating shows played all the year.You Are the One was the outstanding champion of the dating shows, which not only was named as the most viewed and the most influential one, but was the Annual TV Shows and the Best life-service programs. What's more, both Mengfei (host), Lejia(guest) and the Jiangsu TV(station) were in the list.Based on the integrated marketing theory, this paper does an in depth analysis of why the show got audiences'attention and became the pubic hot topic. The study is divided into three parts:Firstly, analyze why You Are the One is called "hot topic" by data and facts; Secondly, analyze positioning-audience selection, producing-design, brand image building, the method of communication,and so on, and draw the conclusion that You Are the One is on the basis of the theory of integrated-marketing,and find that this TV show how to establish status that is uniform and special, and make deep and enduring relationship with its audience by "One voice, one image". Between inside and outside of the channel; The last, summarize the You Are the One's advantage in integrated marketing communication, expect to set a good example for other TV programs.