The digital entertainment industry had burgeoned with the advancement in streaming media technology and the growing popularity of social media. In 2019, The Coming One, a musical talent variety show in China jointly produced by Wajijiwa Entertainment and Tencent Video, was approaching its third season, and audiences were losing interest. Danni Long, the founder and chief executive officer of Wajijiwa, was confronted with the challenge of determining how to strategically revitalize the show’s brand. The brand had been repositioned through creating, marketing, and monetizing content strategically on social media platforms. Would this strategy work for the next season or should Long find alternative strategies to inject fresh vitality into the original brand?
《明日之子》：综艺节目品牌重塑 (The Coming One: Revitalizing the Brand of A Variety Show Simplified Chinese version)
Xingyu Chen, Ling Jiang, Qiao Wang, Chuang Tang, Alain Chong
Product #:W49201
Supplier:Ivey
Discipline:General Management, Marketing
Setting:China, 2019
Your Price:$10.54
Purchase this material with a free Educator Account and enjoy more benefits:
- Free Educator Copy
- Free Teaching Notes
- Build your coursepack
- Discounted academic price
Learning Objectives
- 运用SWOT分析法从优势、劣势、机遇与威胁四个方面解析《明日之子》系列面临的机遇与挑战
- 理解品牌重塑三大核心策略并将其应用于《明日之子》
- 阐述《明日之子》实施的个人品牌战略
- 识别《明日之子》用于提升收入的变现模式
The primary audience for this case study includes introductory and undergraduate students in marketing programs and students in postgraduate and executive business management programs. The case is suitable for courses in brand management and internet marketing. The material is designed to help students think about how to develop content strategies for brand repositioning in the context of new media. After reading and studying this case, students should be able to do the following:
- Analyze the opportunities and challenges The Coming One series faces using strengths, weaknesses, opportunities, and threats (SWOT) analysis.
- Understand the three key strategies of brand repositioning and apply them to The Coming One.
- Elaborate the strategies implemented by The Coming One for personal branding.
- Identify the monetization approaches used by The Coming One to raise revenue.