From The Marketing Point Of View, Why Did The Spring Festival Gala Fail?

In a batch of voices of doubt, the 2011 Spring Festival Gala "harmony" ended successfully.

No need to ask, what's wrong with the Spring Festival Gala?

Yeah!

I am not an insider, not an academic, not.

There are 99 words here! I am a marketing professional.

First of all, in order to analyze the issue of Spring Festival Gala thoroughly, I have to assume that Spring Festival Gala is a

Of course, if we want to analyze this brand, we still have to analyze the impact of customer macro environment on the brand of Spring Festival Gala from the macro environment.

What is the macro environment of Spring Festival Gala?

I believe you know that in a harmonious country, anything that involves a large scope will be imposed on the yoke of harmony. This is why our XX broadcasting has not been able to appear real and vivid for so many years, because it involves a wide range of things. Spring Festival Gala is no exception. From the evening abuse, it is not difficult for us to find out that many people are concerned about the Spring Festival Gala. Therefore, the Spring Festival Gala must be more difficult to break through the yoke of harmony.

This is why our country has not filmed a classic movie like the United States, not our director, but not our actors, but our system can not do it. Think of the people who have been examined by the General Administration of XXX. Their ideas must be harmonious, and once someone breaks through the yoke of harmony.

Then you have to cut it down, or no broadcasting! That's why many banned movies are so beautiful, because many of them are real, but not harmonious enough! This is the macro environment.

We say that the Spring Festival Gala is not destined to produce a great "product" unless the concept of "steward" is changed unless there are so many harmonious shackles unless it can be controlled by the so-called system.

我們生活在一個神奇的故土，只能和諧!所以，我們不能光罵導演，導演可能是有點問題，但是罪不該斬!我們知道，春晚要兼顧的人群很多，老人，年輕人，小朋友，要兼顧愛好的很多，有舞蹈，有相聲，有小品，有歌曲，有魔術，有雜技等等，要固守的形式很死，開場歌舞造勢熱場，不能舍棄吧?春節是中華民族的節日，展現各民族的歌舞得來一段吧?京劇是國粹，不能沒有吧?小朋友是祖國未來，得讓他們的節目占據一定時間段吧?相聲雖然沒落，但人們曾經喜聞樂見，一定要有吧?有幾個演員，比如馮鞏、譚晶、姜昆、宋祖英(以前還有彭麗媛)這是一定要保的吧?海外華僑的祝賀和駐外單位的過年語是一定要念的吧?……

Therefore, from the macro environment, it is not a human problem, but a system problem. The creative suicide brand of Spring Festival Gala is doomed to be bankrupt in the yoke of this kind of system one day. If such a system does not change,

Spring Festival Gala, a brand without soul

A marketers should know how terrible a brand without soul is! The Spring Festival Gala is not a soul of its own. We can ask the director of the Spring Festival Gala, or ask, what can the Spring Festival Gala bring to you? I believe that the masses are unanswerable, and the answer is also to bring laughter, bring happiness and so on.

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As a brand that concerns the whole nation, how terrible it is that there is nothing to be concerned about.

If the laughter of everyone is concerned, then once your works fail to bring laughter, then you will only be greeted with the curse. Just like products, there is no soul of your brand. Once your product has problems, you will be rejected or even disappears. The three strain is the real example! The Spring Festival gala will not disappear at this time, because it is still a monopolistic enterprise. However, with the change of people's concept, with the emergence of new group of new generation after 90, with the pformation of external TV media.

Spring Festival gala will no longer be such a monopoly. So, the most important thing is to find the soul of the brand. That is, what can Spring Festival bring to people? Why do we always look forward to the Spring Festival Gala?

Spring Festival Gala, there is no good raw material products.

A good brand must have good products, a good product, and a lot of good raw materials.

However, the products of Spring Festival Gala are too raw.

Whether it's songs or comic sketches, which one really comes from the masses? No! This product without good raw materials is not destined to sell well! Even if it is "purchased", it will not be good at word of mouth. This is why the Spring Festival Gala is being scolded after the viewers are watching.

It's impossible to arouse a resonance. What you are performing is that you judge with your own art, and who is watching the program? It's our ordinary boss's surname! Your products have already deviated from the masses. So the only way to wait for you is the masses to oppose you! This is another dead end of the Spring Festival Gala. There is no intention to use what program to express the events of our country in the past year, and do not know what material to express the voice of the people.

Spring Festival Gala, a brand that will not be innovative

I think a great part of the Spring Festival Gala is due to the rules of the Spring Festival Gala. The rules and regulations here mainly refer to the form and personnel and works of the Spring Festival Gala.

I remember when I was in high school, I was very fond of watching the war films, such as "plain guerrilla", "underground warfare" and "land war". I was told by a classmate that I could not forget all my life. He said, "no need to see it."

I think, yes! I see all the Japanese defeat and China's winning result, but due to the limitations of China's environment at that time, the result was understandable.

But here is a fatal problem. There is no sense of innovation! Look back at last year's Spring Festival Gala. What's the difference between Spring Festival Gala and last year? No! The biggest difference is the use of grass roots singer, Asahi masculinity and Xidan girls! But they are used in a variety of ways.

This is the next point of view.

I know the content of all the works.

Do you say this kind of work is meaningful to the viewer? Will the viewers like it? Why can KFC be liked by many people? Because its product's renewal ability is very strong, and a lot of new products have been developed in one year.

We all want to taste something new, that is, many products on the market. Every year, we will introduce new products.

This is the brand practice.

Without innovative products, the brand will soon be eliminated, which is mainly due to the product innovation of Spring Festival Gala.

In addition, the process is not really innovative.

There is nothing surprising about the process. When we open the list of the 10 Spring Festival Gala and the list of the 11 Spring Festival Gala, we can easily find that it is almost the same.

How can such a party be surprised? Again, the staff's fixed, the finale must be uncle Zhao Benshan.

There is not much to say here. When Zhao Dashu did not cultivate some so-called finale candidates, he could only be a clear axis. However, some people could be replaced. Is there no one in China? Some people! But why not dare to use it? Every time it has to be the so-called representative and some unwarranted officials.

Is it interesting? This kind of innovation does not mean that we will rape our viewers' consciousness!

Therefore, no innovation is another death spot for the brand of Spring Festival Gala.

Spring Festival Gala, indiscriminate instilling political awareness brand

Many of the Spring Festival gala's political significance is too strong, {page_break}

Of course, the director's intention is that we can understand that it is hard to understand the achievements of today, but we can not use the old performances. The director thinks that there is a combination of Chinese and Western medicine for the directors. Then we come to a "new old combination". So we have performed the silly political instilling programs that are performed by the street dance troupe of Shenzhen migrant workers, such as "the workers have the power" and so on. This is also one of the reasons why the brand of the Spring Festival Gala has been scolded.

Hip hop is hip-hop, you should keep its original appearance, instilling this kind of political significance, it will appear neither fish nor fowl, just like a person wearing a suit shirt, but his feet are wearing sports shoes. What do you mean by thinking?

It's meaningless! The red flag car, our most familiar product, is such a living example. The political significance is greater than the original product itself. So how feeble the product is! So we can only be proud to say that the red flag is a special vehicle for the national leaders to parade, because now almost all the government cars are Audi and the public. Because the Spring Festival evening brand is crazy and instilling this kind of political consciousness is not very meaningful. It even makes the Spring Festival Gala die faster.

Spring Festival Gala, a product that will not be disseminate.

The early propaganda of the Spring Festival Gala is really bad. There is a program I want to go to Spring Festival Gala.

Why do I say that the brand of Spring Festival gala will not be disseminated.

Is the value of the Spring Festival Gala not spread? The mystery of the spread is not there? Is it worth watching for the Spring Festival Gala? And in the public arena, I want to be in the Spring Festival Gala. It's like a certain employee has been appointed as the person in charge of a post, but in order to cover up the ears and ears, to see a show for everyone to see, we are fair. The people we choose are normal means through normal channels.

We did not cheat.

We are fair, just and open.

The same is true of Spring Festival Gala. "I want to go to Spring Festival Gala" is not for the Spring Festival Gala, but for a show to the whole Chinese people. Let us know that these Spring Festival Gala products are fair.

No deceit is the result of people's voting, and there is no real communication about it. This is also the death point of the Spring Festival Gala brand communication.

Spring Festival Gala, a product that will not promote sales.

In the evening of Spring Festival Gala, it was a product promotion day.

There are no links in the promotional activities of the day. The atmosphere of competition has not been created. Everyone can go to urinate and set off firecrackers at any time. It will not be a pity to miss a link.

This is like a product of a brand doing promotions, and the host is working on it, saying that the following people are walking around and focusing on activities, and there is no attraction for them at all.

This is the failure, of course, this is that the dissemination of early activities and mysterious sense is not enough, did not stimulate consumers, did not let customers feel that every link in today's activities is very important, missed it will be a great pity.

The Spring Festival Gala is also giving people this feeling.

I can choose to leave at any time.

Even the sketch of Zhao Benshan's finale is behind.

If I only want to see Zhao Benshan's sketch, I'll come over and see it at that time.

I can choose not to see it in the middle, so that your activities will fail because you do not gather much popularity.

No focus or attention.

This is the result of the Spring Festival Gala. This is not the end of this year.

This is the author's simple analysis of why the Spring Festival Gala is not warm, and always gets criticized from the perspective of marketing. If there is a detailed analysis,...

100000 words are omitted here! Thank you!