The reason why the Spring Festival Gala seems to be declining every year is not because the quality of directors, actors or stage lighting has decreased, in fact, the Spring Festival Gala always invites top professionals to participate in the production. At the heart of the problem is that the Spring Festival Gala tries to cater to all audiences with a single program, which is contrary to the basic principles of marketing.
The key to marketing is market segmentation. Regardless of the product, it can only meet the needs of a specific group. For example, when selling shoes, you need to decide whether to focus on men's shoes, women's shoes, shoes for the elderly or children's shoes, leather shoes, cloth shoes or sneakers, etc. You can't meet the needs of people across the country with one pair of shoes. The Spring Festival Gala faced a similar challenge, it tried to appeal to everyone with one show, which was very difficult.
In contrast, platforms like WeChat, Weibo, and ** are able to meet the needs of a wider range of users, but they do not provide a single product or service, but rather meet the needs of different users through personalized recommendations and strategies that are multifaceted. The content that each user sees on these platforms is tailored to their interests and behaviors.
To make the Spring Festival Gala more engaging, it may need to learn from the successful experience of the short ** platform and present the content in a more personalized and interactive way. This means that the Spring Festival Gala needs to shift from a one-way transmission TV model to a two-way communication model that pays more attention to user participation and feedback. This could include offering multiple types of programming to meet the needs of different audiences, or adopting a more flexible approach that allows viewers to choose content based on their preferences.
In short, if the Spring Festival Gala wants to improve its appreciation, it needs to rethink its positioning and presentation methods, and pay more attention to the needs and participation of the audience. This may involve some structural changes, but only then can the Spring Festival Gala remain competitive in the fierce entertainment market.