| ABSTRACT | 第4-5页 |
| 摘要 | 第6-15页 |
| Chapter 1 Introduction | 第15-22页 |
| 1.1 Research Background and Significance | 第15-19页 |
| 1.1.1 Background | 第15-17页 |
| 1.1.2 Significance | 第17-19页 |
| 1.2 Research method | 第19-20页 |
| 1.3 Research framework | 第20-22页 |
| Chapter 2 Literature Review | 第22-41页 |
| 2.1 Core Concepts | 第22-27页 |
| 2.1.1 Culture Industry | 第22-25页 |
| 2.1.2 Core competence | 第25-27页 |
| 2.1.3 Innovation | 第27页 |
| 2.2 Related research | 第27-34页 |
| 2.2.1 Competitive Strategy | 第27-28页 |
| 2.2.2 Differentiation Strategy | 第28-29页 |
| 2.2.3 Synthetic study | 第29-34页 |
| 2.3 Analytical Tools | 第34-41页 |
| 2.3.1 Five force model | 第34-39页 |
| 2.3.2 SWOT | 第39-41页 |
| Chapter 3 Case Description | 第41-51页 |
| 3.1 Introduction to Zhejiang TV Station | 第41-46页 |
| 3.1.1 Full view on Zhejiang Satellite TV Variety Show | 第41-42页 |
| 3.1.2 Four stages for the development of the varieties on Zhejiang SatelliteTV | 第42-45页 |
| 3.1.3 Zhejiang Satellite TV's most watched Variety | 第45-46页 |
| 3.2 Introduction to Sing China | 第46-49页 |
| 3.3 Challenges "Sing China" Facing | 第49-51页 |
| 3.3.1 Audience satisfaction declined | 第49页 |
| 3.3.2 Questionnaire conclusion | 第49-51页 |
| Chapter 4 Case Analysis | 第51-63页 |
| 4.1 An Analysis of the attractiveness of Variety programs | 第51-54页 |
| 4.1.1 Competitors in the industry (music variety) | 第51页 |
| 4.1.2 Potential competitors | 第51-52页 |
| 4.1.3 Substitutes | 第52-53页 |
| 4.1.4 Threats from the supplying market | 第53页 |
| 4.1.5 Threats from the buyer's market | 第53-54页 |
| 4.2 SWOT Analysis for “Sing China" | 第54-62页 |
| 4.2.1 Strengths of “Sing China" | 第54-57页 |
| 4.2.2 Weakness of "Sing China" | 第57-59页 |
| 4.2.3 Opportunity of “Sing China" | 第59页 |
| 4.2.4 Challenges for “Sing China” | 第59-62页 |
| 4.3 Conclusion | 第62-63页 |
| Chapter 5 Suggestions on differentiated Competition Strategy of Vriaty show | 第63-67页 |
| 5.1 Pay attention to market segmentation and promote minority music | 第63页 |
| 5.2 Merge reality show scenes into a music show | 第63-64页 |
| 5.3 Develop all media and the construct a powerful audience interactive platform | 第64页 |
| 5.4 Introduce innovative talents and improve program flow | 第64-65页 |
| 5.5 Improve program taste and transfer positive energy | 第65-67页 |
| Chapter 6 Conclusion and Further study of Viraty show | 第67-68页 |
| Acknowledgements | 第68-69页 |
| REFERENCE | 第69-71页 |
| Appendix: questionnaire | 第71-86页 |
