Using the 4P theory in marketing, this paper analyzes the reasons for the success of the popular program The Voice of China. Urgent! ! Need 1000 words. !

In his book Basic Marketing (1960), E.Jerome McCarthy first attributed the marketing elements of an enterprise to the combination of four basic strategies, namely the famous "4P" theory: product, price, channel and promotion.

1967, philip kotler confirmed the marketing combination method with 4Ps as the core in his best-selling book "Marketing Management: Analysis, Planning and Control", namely:

Product: The function of focusing on development requires the product to have a unique selling point, and put the functional appeal of the product in the first place. "Creating pop culture with the power of elites" China's good voice is very advanced, professional and market-oriented in innovative ideas and operating mechanisms. It takes a civilian perspective and pays attention to the dreams of ordinary people. Each player has his own unique story. A good product has its own advantages in content, form, characters and equipment. In terms of content, the pursuit of musical dreams, the spirit of persistent struggle and the concept of singing with heart have injected "positive energy" into more young people who pursue dreams; Formally, the beautiful turn of "the chair is very busy" and the stimulation of "singing in the ring" attracted the attention of the public; In terms of characters, from four tutors to amazing students to professional accompaniment bands, the top lineup is what the audience is most happy to see; In terms of equipment, four tutor seats were directly flown in from Britain, with a total price of 3.2 million yuan, while the top audio control equipment, recording equipment and giant LED screens around the auditorium were also expensive. These hardware devices are also the basis of high-quality programs.

Price: Make different price strategies according to different market positioning. The pricing of products is based on the brand strategy of enterprises and pays attention to the gold content of brands. The Voice of China has attracted the attention of many experts and Suning.cn (in the e-commerce industry, eyeball economy occupies the entrance). Setting up a music fund and signing a good voice player are also different ways to grab the eye. Introduce the scheme and keep the essence in combination with the actual situation. "After the first video recording, we felt that this program would be successful. The effect of the film touched all of us and everyone was very excited." Although the introduction of foreign advanced program samples, "The Voice of China" is not the first, but it is the most authentic. Not only the iconic LOGO of the hand holding the microphone, but also the expensive chair, and even the sound effect turned by the chair later, remained unchanged, insisting on the essence of the original program-looking for a real good voice.

Place: Enterprises do not directly face consumers, but pay attention to the cultivation of dealers and the establishment of sales networks. The contact between enterprises and consumers is carried out through dealers. According to the resource integration mode of separation of production and broadcasting and share sharing, China Good Voice has the industrial chain characteristics of interest integration. This operation mode is worth learning, such as boldly going out to sea by boat, specialized division of labor, trying to separate production and broadcasting, combining with market-oriented operation, creating an all-media, all-marketing and all-resource integrated industrial chain, and flexibly using means such as equity participation, dividends and risk interest. In addition, in marketing, variety shows can use social forces such as Weibo and social media to keep topics, hot spots, emotions, suspense and expectations, stir up online and offline, and stimulate all desires of enterprises, media, audiences and netizens.

Promotion: enterprises pay attention to the change of sales behavior to stimulate consumers, and promote the growth of consumption with short-term behaviors (such as making profits, buying one get one free, marketing atmosphere, etc.). ), attract consumers of other brands or lead to early consumption to promote sales growth. From the foreground to the background, from production to communication, producers, broadcasters, tutors, students and even hosts all benefit from it. The producers naturally earned a lot of money, and the ratings of Zhejiang Satellite TV also reached the top in one fell swoop. Only by relying on the exposure brought by the super-high ratings of The Good Voice, the instructors have gained a lot, and most of the students have a good way out. The former 16 players all quoted more than 65438+ 10,000 yuan, which is only the labor cost, and the highest value among the students has exceeded 300,000 yuan. In' Good Voice', when a contestant has negative news, the column group will make positive response and feedback through another auxiliary program' True My Cool Voice', thus fermenting the topic and ensuring the positive popularity of the program and questionable contestants. "The Good Voice is different from the previous draft. It doesn't audition and rank, and it doesn't vote in the media too early. It depends more on the adaptive choice of professional teachers. The star turned into a mentor, and the collocation of the four judges was rock, pop, big shot and grassroots. Yang Kun's experience; Yu Chengqing's Hong Kong and Taiwan background; The collocation of male and female famous brands between Liu Huan and Na Ying is in line with the richness and diversity of music choices. It can also attract more audiences of different ages, preferences and characteristics. " The tutor is close, professional and warm. Different from previous talent shows, instructors should be selected. The tutors of The Voice are the largest combination of all talent shows in China today, but they don't give people a feeling of being above others. According to a staff member of the program group who asked not to be named, the four big-name tutors are not only very professional in cultivating students, but also very concerned about some students who have left the stage. "The assessment of the two tutors surprised us very much, because the students have grown by leaps and bounds compared with the beginning." In front of the stage, everyone saw the wonderful performances of the students, but the instructor was the protagonist behind the scenes.