Author(s)

Jiaxuan Li ¹, Yinan Ding ¹

Affiliation(s)

¹ School of Management, Shandong University of Technology, Zibo, Shandong, 255020, China

Corresponding Author

Jiaxuan Li

ABSTRACT

Under the new media environment, online variety shows explosive development. How to stand out in the fierce competition environment requires not only superb variety show content and program production, but also marketing strategies that meet the needs of audiences to promote the sustainable development of programs. This paper takes the sixth season of "Star Detective" as an example to analyze its marketing strategy and find out the problems, hoping to provide lessons for the development of network variety shows under the new media environment.

KEYWORDS

Network variety show, marketing strategy, new media, universities, ideological and political, innovation

CITE THIS PAPER

Jiaxuan Li, Yinan Ding, Research on Marketing Strategy of Network Variety Shows under New Media Environment:Taking the Sixth Season of Star Detective as an Example. Media and Communication Research (2023) Vol. 4: 1-6. DOI: http://dx.doi.org/10.23977/mediacr.2023.040201.

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