非诚勿扰整合营销策略研究+SWOT分析(2)
Chapter three Integrated Marketing strategies Analysis 17
3.1 Innovation strategies 18
3.1.1 Enhancing the strengths 18
3.1.2 Avoiding the threats 19
3.2 Differentiation strategies 20
3.2.1 Preventing the threats from competitors 20
3.2.2 Making full use of strengths of differentiation strategies 21
3.3 Brand strategies 23
3.3.1 Solving the marketing dilemma 23
3.3.2 The significance of keeping brand strategies 23
3.4 Proceed-with-caution strategies 24
3.4.1 Reducing the existing risk 24
3.4.2 Making full use of opportunities of proceed-with-caution strategies 25
Chapter four The successful Enlightenment and suggestions 26
4.1 The successful enlightenment 26
4.1.1 Creating new program forms 26
4.1.2 Focusing on the interesting point of audience 26
4.1.3 Cooperating with other enterprises 26
4.2 Suggestions 27
4.2.1 Reducing homogeneous competition 27
4.2.2 Strengthening the moral construction and correcting odious behaviors 27
4.2.3 Increasing awareness of sincerity 28
4.2.4 Keeping on expanding overseas market 28
Chapter five Conclusion 29
Reference 32
Study on Integrated Marketing Strategies of If You Are the One Chapter one Introduction
1.1 Purpose and Significance
1.1.1 Purpose
With the increasing number of “left” women and men, a platform is needed to solve the love and marriage problems. If You Are the One builds a “bridge” for them.
The research on If You Are the One with integrated marketing strategies is to further clear and definite the concept and characteristic of integrated marketing management. At the beginning, the audience ratings are very high, but now, it has declined a lot. On the one hand, the paper is to find a suitable way which is benefited to development of If You Are the One. On the other hand, it can provide references for other programs. Although it has only five years history, it has influenced the people’s values and broken the traditional and conservative views of love.
With the development of economy, the quality of life has improved a lot and more and more people want to watch higher quality TV programs. So it’s important to improve the quality of variety show. This paper does research on If You Are the One with SWOT analysis which is used to analyze the strengths, weaknesses, opportunities and threats. In the program, there are lots of marketing strategies, such as innovation strategies, brand strategies, differentiation strategies and so on. By analyzing If You Are the One, we can learn different features of different marketing strategies. For variety shows and industries, it can be regarded as a reference.
1.1.2 Significance
Firstly, If You Are the One created a new form in dating shows. In the program, the male and female guests and audience play important roles, which is the development direction of modern variety show. Audience and guests have rights to speak. The program is related to daily life and includes lots of hot topics that are discussed on the stage.
Compared with the past, If You Are the One gives more free choices to female guests which has breakthrough significance. By researching on the program, we can learn the reasons why it’s so successful and get the enlightenment. The other variety show can improve marketing efficiency and promote advocacy by learning integrated marketing strategies of If You Are the One. Moreover, every program has its limits, if they want to develop better, they have to make correct marketing plans.