Research On Influencing Factors And Promotion Strategies Of The Brand Value Of China’s N-generation TV Variety Show

The N-generation TV variety show,which continuously produces and broadcasts the IP of popular TV variety show,and launches for two or more seasons in the seasonal mode,can form brand effect by the audience scale and market influence accumulated by the previous generation variety show,and has became an important product for China’s TV industry and an important weapon to deal with market shocks.However,many N-generation TV variety show brands will face a brand value dilemma after getting good grades.The brand influence is difficult to be effectively continued with the iteration of the show,brand value stagnates,and brand development is trapped.Therefore,it is an urgent project for the TV industry to clarify the influencing factors of the brand value of N-generation TV variety show and consider strategies to enhance brand value on this basis,so as to make breakthroughs with new value and enhance the survival and development ability of the brand.Meanwhile,in view of the important position of the TV industry in China’s cultural construction,the study of this project is of great significance to promote China’s cultural construction in the new era.This thesis takes N-generation TV variety show brand as the research object,and selects the well-known N-generation TV variety show brand "Keep Running" as the empirical research case;Based on the relevant theories of brand value,combined with the authoritative views and models of existing research,this thesis distinguishes the internal and external influencing factors of the brand,puts forward the research hypothesis of the influencing factors of the brand value of N-generation TV variety show,and constructs the research model of the influencing factors of the brand value of N-generation TV variety show on this basis.Then through the random sampling survey of the audience of "Keep Running",452 valid questionnaires were obtained.With the help of SPSS 26.0 statistical analysis,the hypothesis test was completed and the following conclusions were drawn:Five factors,including Product Quality,Marketing,Brand Channel,Employee Image and Cultural Market Demand,have a significant positive impact on the brand value of N-generation TV variety show,and according to the influence degree of each factor,the order is as follows:Product Quality>Marketing>Cultural Market Demand>Employee Image>Brand Channel,while Market Competition has no significant effect on brand value due to the brand effect of N-generation TV variety show.According to the factors influencing the brand value of N-generation TV variety show in the empirical research of "Keep Running",this thesis believes that the strategies to improve the brand value of N-generation TV variety show include:first,focus on improving product quality,deliver correct value orientation,and provide innovative and highly distinctive content services;Second,focus on the optimization of marketing,improve the appropriateness of publicity and display,strengthen the innovation of marketing,promote marketing transformation;Third,closely meet the cultural market demand,maintain attention to the cultural market demand,deeply understand the nature of entertainment needs;Fourth,overall consideration of employee image,construct the audience’s psychological team cognition through relationship maintenance,ensure team literacy in real-world work through competency enhancement.Fifth,overall planning of brand channel,multi-channel convergence media layout,enhance the breadth of channel layout,diversified convergence media cooperation,enhance the depth of channel cooperation.