Marketing Strategies for Online Self-Produced Variety Shows: A Case Study of Marketing Strategies for King of Comedy: Monologue Season

Xinyi Mu

doi:10.54254/2754-1169/2025.21138

Research Article

Open access

Published on 27 February 2025

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Mu,X. (2025). Marketing Strategies for Online Self-Produced Variety Shows: A Case Study of Marketing Strategies for King of Comedy: Monologue Season. Advances in Economics, Management and Political Sciences,165,67-72.

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Marketing Strategies for Online Self-Produced Variety Shows: A Case Study of Marketing Strategies for King of Comedy: Monologue Season

Xinyi Mu *^,1,

¹ Qingdao University of Technology Business School, Qingdao, China, 266520

* Author to whom correspondence should be addressed.

https://doi.org/10.54254/2754-1169/2025.21138

Abstract

With the rapid pace of modern life and rising work pressures, audiences increasingly seek variety shows that offer relaxation and entertainment, driving significant growth in the online variety show market. This paper addresses how, amid competition, an online show can capture viewer attention and achieves sustained success. Using the show King of Comedy: Monologue Season by iQIYI as a case study, this research examines the marketing strategies that contributed to its popularity. Specifically, this paper applies a case analysis approach to explore the unique elements of the program's marketing from five core dimensions: interactivity, penetration, resonance, gender balance, and celebrity lineup. The research results show that the combination of innovative marketing strategies and high-quality content production is the key to the success of self-made variety shows. These strategies not only increase audience engagement and interactivity, but also contribute to the long-term sustainable development of the comedy industry.

Keywords

Online Self-Produced Variety Shows, Stand-Up Comedy, King of Comedy: Monologue Season, Marketing Strategies

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References

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About volume

Volume title: Proceedings of the 3rd International Conference on Management Research and Economic Development

Conference website: https://2025.icmred.org/

ISBN：978-1-83558-953-3(Print) / 978-1-83558-954-0(Online)

Conference date: 30 May 2025

Editor：Lukáš Vartiak

Series: Advances in Economics, Management and Political Sciences

Volume number: Vol.165

ISSN：2754-1169(Print) / 2754-1177(Online)

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