In recent years, with the development of Internet technology, especially mobile Internet technology, new media has emerged and developed rapidly, which has a parti-cularly profound impact on all industries. Due to the development of new media, great changes have taken place in various industries. Under the background of "two dramas and one star", the marketing methods of traditional TV variety shows have been unable to adapt to the current media and social environment. Therefore, all major producers have paid attention to the online variety shows. Since 2017, when the online homemade variety shows entered the 2.0 era, the competition among them has become increasingly fierce, and the traditional variety show marketing model can no longer meet the current market demand. In this context, it is particularly important to develop marketing methods that match the content of the network homemade variety shows with high audience rating and win the favor of the audience. In this paper, several well-known variety shows such as the second season of star detective, new rap of China and idol trainee are taken as examples to focus on the marketing strategies of online variety shows in China. It is hoped that this will change the way of marketing of China's TV entertainment industry, improve the level of marketing, enrich TV programs, im-prove the entire entertainment industry chain to provide reference content, and can have a certain impact on China's TV entertainment industry.
Key Words: Online variety show; Marketing planning; Reality show