Case Study On The Marketing Strategies On Zhejiang TV "The Voice Of China"

In recent years, many major TV varieties sweep in social entertainment industry and had a very profound impact. This paper takes the variety show as research direction and “The Voice of China”, operated by Zhejiang TV and STAR TV. as a study examples. It explores and studies the program's marketing strategy.After knowing the theories of marketing communication and strategic management, the essay make a deep research on “The Voice of China” based on the theory of marketing strategy and environment,Base on the analysis, this essay evaluate the programe and show some suggestions to its shortages.The essay first introduces the origin?selective rules?mentors?program sponsors, etc., and integrates the information.The essay analyzes the development of “The Voice of China”,including competition with the rival?marketing situation?strength?weakness?threat and opportunity, with the hope to provide some practical and theoretical basis to the program.Based on the above analysis,the essay positions the market “The Voice of China” with the help of STP model.The essay analyze its marketing strategy with the help of the Marketing Theory of 4Ps, focusing on the interactive marketing and emotional marketing. With a good reputation and a strong demographic power of the media.“The Voice of China” enlarges its market and bacomes a hot topic with good reputation. Relying on the growing popularity of the current Internet, TV and the Internet,the program make a good profit with effective marketing stragies..After the analysis on “The Voice of China”, the essay not only allows us to fully grasp and understand the combination of various marketing communication strategy but also provide a reference for similar programs and have great effect on the innovation and variability of marketing strategies for other firms.