The Purpose of 1. Variety Show Industry Market Research

The main purposes of market research in the variety show industry are as follows:

Understand the development status and trends of the variety show industry, including industry scale, growth rate, market structure, major participants, industry characteristics, etc;

Identify market opportunities and challenges in the variety show industry, including market demand, market potential, market gaps, market risks, etc;

Analyze the competitive landscape and competitiveness of the variety show industry, including the number, scale, type, advantages, disadvantages, strategies, and dynamics of competitors;

Master the user characteristics and behaviors of the variety show industry, including user size, distribution, portrait, preference, demand, satisfaction, loyalty, conversion rate, retention rate, etc;

Explore the content innovation and marketing strategy of variety show industry, including content theme, content form, content quality, content differentiation, content dissemination, content realization, etc;

Provide decision-making basis and optimization suggestions for the production, operation and promotion of variety shows, including target positioning, product design, channel selection, price strategy, promotion methods, brand building, etc.

2. Variety Show Industry Market Research Content

The content of market research in the variety show industry can be selected and designed according to specific research purposes and problems, which generally include the following aspects:

Industry overview: the definition, classification, development history, development stage, development characteristics of the variety show industry;

Industry size: the overall size of the variety show industry, market segment size, market share, market share, market growth rate, etc;

Industry environment: variety show industry policy environment, economic environment, social environment, technical environment, cultural environment, etc;

Industry competition: variety show industry competition pattern, competitors, competitiveness analysis, competitive strategy, competitive dynamics;

Industry users: variety show industry user size, user distribution, user profile, user preferences, user needs, user satisfaction, user loyalty, user conversion rate, user retention rate, etc;

Industry content: variety show industry content theme, content form, content quality, content differentiation, content dissemination, content realization, etc;

Industry marketing: variety show industry marketing objectives, marketing strategies, marketing channels, marketing methods, marketing effectiveness, marketing innovation, etc;

Industry trends: variety show industry trends, development opportunities, development challenges, development proposals, etc.

The Method of 3. Variety Show Industry Market Research

The methods of market research in the variety show industry can be selected and combined according to the specific research content and data sources, which generally include the following:

Literature analysis: access to basic information and theoretical knowledge of the variety show industry by consulting relevant books, periodicals, reports, papers, news, announcements and other literature;

Statistical analysis: through the collection and collation of relevant statistical data, the use of mathematical and statistical methods, the variety show industry scale, structure, changes, etc. for quantitative analysis and interpretation;

Case analysis method: by selecting and studying typical cases of the variety show industry, such as successful or failed variety shows, excellent or inferior variety content, innovative or traditional variety marketing, etc., to summarize and summarize the experience and lessons of the variety show industry;

Investigation and analysis method: through the design and implementation of questionnaire survey, interview survey, observation survey and other ways, directly to the variety show industry related personnel or users to collect first-hand data, to understand the actual situation of the variety show industry and user feedback;

Model analysis method: through the establishment and application of analysis models suitable for the variety show industry, such as Porter's five forces model, SWOT analysis model, PEST analysis model, 4P marketing model, etc., the competitiveness of the variety show industry, advantages and disadvantages, environmental impact, marketing strategy, etc. to carry out systematic analysis and evaluation;

Predictive analysis: By using time series analysis, trend extrapolation, causal analysis, scenario analysis, expert prediction, etc., to predict and infer the future development of the variety show industry, to provide reference and basis for the decision-making of the variety show industry.

4. the steps of market research in the variety show industry

The steps of market research in the variety show industry can be adjusted and optimized according to the specific research objectives and scope, which generally include the following steps:

Determine the purpose of the study: to clarify the main objectives and issues of market research in the variety show industry, as well as the focus and difficulty of the study;

Design research plan: formulate the content, method, step, time, budget and other plans of the market research of variety show industry, as well as the assumptions and indicators of the research;

Collection of research data: according to the research program, the use of literature analysis, statistical analysis, case analysis, survey analysis and other methods, from different data sources and channels, to collect the relevant data of the variety show industry, including second-hand data and first-hand data;

Analysis of research data: According to the type and characteristics of the research data, the use of model analysis, predictive analysis and other methods, the variety show industry scale, environment, competition, users, content, marketing, trends and other aspects of the analysis and evaluation, the results of the study and.Conclusions;

Writing research report: according to the research results and conclusions, in accordance with the standard format and structure, write the variety show industry market research expert research report, including title, summary, keywords, textReferences and other parts;

Submit research report: according to the research purpose and object, choose the appropriate method and channel, submit the expert research report of variety show industry market research, such as e-mail, website upload, offline delivery, etc., and accept feedback and evaluation.

Tools and Skills of Market Research in 5. Variety Show Industry

The tools and techniques of market research in the variety show industry can be selected and applied according to the specific research situation and needs, generally including the following:

Database tools: use various professional database platforms, such as the National Bureau of Statistics, China Internet Information Center, iResearch Consulting, Analysys think tank, QuestMobile, etc., to obtain official data, industry data, market data, user data, etc. of the variety show industry, so as to improve the authority and accuracy of the data;

Network tools: use various network resources and tools, such as search engines, social media, video platforms, news websites, forum blogs, etc., to obtain the latest information, hot topics, user comments, content evaluation, etc. of the variety show industry, so as to improve the timeliness and diversity of data;

Software tools: use a variety of professional software and applications, such as Excel, SPSS, R, Python, Tableau, etc., to organize, analyze, visualize, model, predict, etc., to improve the operability and interpretability of the data;

Questionnaire tools: Use various online or offline questionnaire platforms and tools, such as Questionnaire Star, Tencent Questionnaire, SurveyMonkey, etc., to design and implement questionnaires for relevant personnel or users in the variety show industry, and obtain first-hand sources of data and real feedback from users;

Interview tools: use various telephone, video, face-to-face and other methods to conduct interview surveys for relevant personnel or users in the variety show industry to obtain in-depth information of the data and users' detailed feelings;

Observation tools: use various on-site or remote methods to conduct observation surveys for relevant personnel or users in the variety show industry to obtain intuitive information about the data and user behavior characteristics.

The skills of market research in the variety show industry can be mastered and applied according to specific research methods and steps, which generally include the following:

The skills of literature analysis: select and screen the literature related to the variety show industry, pay attention to the source, author, time and content of the literature, avoid using outdated, inaccurate and inauthoritative literature, summarize, cite and annotate the literature, and follow academic norms and ethics;

Statistical analysis skills: select and collect statistical data related to the variety show industry, pay attention to the source, type, scope and time of the data, avoid using incomplete, inconsistent and unreliable data, clean, process, analyze and explain the data, and use appropriate mathematical and statistical methods and models;

Skills of case analysis: select and study typical cases related to variety show industry, pay attention to the selection, description, analysis and evaluation of cases, avoid using cases that are not representative, enlightening and comparable, conduct horizontal comparison, vertical tracing, causal reasoning, inspiration and induction of cases, and summarize the experiences and lessons of cases;

Skills of investigation and analysis: design and implement questionnaire survey, interview survey, observation survey, etc. related to variety show industry, pay attention to the purpose, object, content, method and time of the survey, avoid using unclear, unreasonable, ineffective and non-standard survey, and carry out pre-test, implementation, recovery, analysis and evaluation of the survey to ensure the quality and effect of the survey;

Skills of model analysis: establish and apply the analysis model related to variety show industry, pay attention to the selection, construction, application and evaluation of the model, avoid using inappropriate, imperfect, inaccurate and unscientific models, carry out hypothesis test, parameter estimation, result output and sensitivity analysis on the model, and improve the reliability and validity of the model;

The skills of prediction and analysis: use the prediction methods related to the variety show industry, pay attention to the target, basis, method, scope and time of the prediction, avoid using unreasonable, unstable, unreliable and inconsistent predictions, and carry out data collection, data analysis, data prediction and data evaluation on the prediction to improve the accuracy and credibility of the prediction.

References

[1] Li Xiaofeng. Variety Show Market Research and Analysis [J]. China Radio and Television Journal, 2019, (3): 28-32.

[2] Zhang Xiaojuan. Discussion on Market Research Methods of Variety Show [J]. Television Research, 2018, (12): 88-90.

[3] Liu Tingting. Variety Show Market Research Report [D]. East China Normal University, 2017.

[4] Wang Xiaochen. The importance of variety show market research and its implementation strategy [J]. Television Technology, 2016, 40(9): 122-124.

[5] Shangpu Consulting. Market Research and Analysis Report of China's Variety Show Industry [R]. Shangpu Consulting, 2020.