Since 2013, under the leadership of CCTV’s “China Conference” series, a large number of cultural variety shows have gradually emerged, and in 2017, they showed a strong return and became popular on TV. In recent years, the market environment of this kind of programs is severe, and the number has decreased significantly. Despite the support of relevent policies and the favor of fixed audience, they still face practical difficulties such as communication block and difficulty in attracting investment. If cultural variety shows want to break out of the competition, they must make efforts from both communication and marketing levels: They should combine multi-frequency and multi-terminal online communication with offline communication such as outdoor publicity and promotion, and construct a communication matrix by utilizing various resources. In the specific marketing practice of the program, the concept of commodity marketing should be established, the precise advertising should be implemented, the derivative products should be developed according to the volume of the program, and the program industry chain should be built.