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Abstract With the development of society, more and more young people have modern ideas and choose to work instead of getting married, which increases the number of “left” women and men. It speeds up the development of dating TV programs. Nowadays, more and more dating TV programs are produced, in order to improve ratings, this paper chooses the If You Are the One as an example. On the base of integrated marketing theories, this paper mainly analyzes the strengths, weaknesses, opportunities and threats of If You Are the One with SWOT analysis and puts forward the innovation strategies, differentiation strategies, brand strategies and proceed-with-caution strategies.33477
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According to the research on If You Are the One, the paper gives the following suggestions: firstly, the program should further reduce homogeneous competition; Secondly, the program should strengthen the moral construction and correct odious behaviors; And then, the program should increase awareness of sincerity; Last but not least, the program should keep on expanding oversea markets.
Key words: If You Are the One; integrated marketing strategies; SWOT analysis
摘要随着时代的发展，思想的进步，越来越多的年轻人选择工作而非婚姻。 特别是剩男剩女增多，加快了相亲节目发展的步伐。当前婚恋节目日益增多，为了提高这些节目的收视率，本文以非诚勿扰为例，在综述整合营销学理论的基础之上，主要运用SWOT分析法分析该栏目的优势、劣势、机会和威胁，在此基础之上提出了创新战略、差异化战略、品牌战略和慎重实施战略。
本文又进一步分析了非诚勿扰节目在实施这些营销战略时可能存在问题，并给出了一定的建议：首先，非诚勿扰应该进行产品创新，减少相亲节目的同质化竞争。其次，强化节目道德伦理建设，减少恶俗情况出现。第三，该节目应该提高诚信度。最后，节目应该继续扩大海外市场。
关键字：非诚勿扰 整合营销 SWOT分析法
Contents
Abstract i
摘要 ii
Chapter one Introduction 1
1.1 Purpose and Significance 1
1.1.1 Purpose 1
1.1.2 Significance 1
1.2 Literature Review 2
1.2.1 About Integrated Marketing Strategies 2
1.2.2 About TV Program Marketing Strategies 3
1.2.3 About If You Are the One Marketing strategies 3
1.3 The Research Structure 4
Chapter two Marketing Environment Analysis 6
2.1 Strengths 6
2.1.1 Personality of the Host 6
2.1.2 Excellent advice of the reviewing guests 7
2.1.3 Episodes for special group 7
2.1.4 Wide audience and large share of the market 8
2.1.5 X-Girl 11
2.1.6 Multiple marketing tools 11
2.1.7 Subway lines with the theme of romance 12
2.2 Weaknesses 12
2.2.1 Paying more attention on appearance 12
2.2.2 Stressing on materialism 12
2.2.3 Saying mean words to the attending guests 12
2.3 Opportunities 13
2.3.1 The increasing number of “left” men and women and the increasing demand for dating shows 13
2.3.2 The development of overseas markets 14
2.4 Threats 15
2.4.1 Competition from similar programs 15
2.4.2 Changing audience’s interest 15
2.4.3 Sophisticated motives from male and female guests 15