The Brand Marketing Strategy Of Korean Drama And Its Inspiration To China

In beginning of 1990, The "Korea Tide" became a tendency in the globe gradually. Among them, the TV play series of Korea was the most influential. To some extent, the success of Korean Drama isn't just a success of TV play, which can be assigned to the Brand Marketing. Therefore, it has great theory value as well as practical significance for our country to analyze and study the successful experience of Korean Drama.This paper takes the Korean Drama as subject, combineing the Brand with the Marketing knowledge. The writer analyzes emphatically the brand strategy of Korean Drama, and presents a method to create the brand of Chinese Teleplay.The aticle is divided into six parts. The first part is the Preamble, mainly introducing the back ground, Researeh status, research framework, motivation of this research topic and so on.The second part analyses the "Phenomenon of The Korean TV Play" and the present condition of Korean Drama.The third part discusses the brand strategy of Korean Drama from the following five aspects: Clear position, Quality first, Price advantage, Promotion and Distribution, as well as Market Strategy.Part four compares China with Korea in the Brand Marketing of TV play. By and large, they have differences in five aspects: the Industry Policy, Location of creation, Feature of designing, Producing and Broadcast System, Marketing and Publication.The fifth part chiefly talks the enlighten got from the Brand Marketing of Korean Drama, which is helpful to the development of Chinese Teleplay. On this basis, the writer puts forward five measures to expand the TV Industry of China. Firstly, creating a harmonious ecological environment of TV play industry. Secondly, combining the East with the West based on the cultural foundation. Thirdly, taking powerful measures from three sides, namely, Price, Promotion and Distribution. Fourthly, Setting up professional institutions of producing television shows, and the marketable personnel mechanism. Finally, entering into the international market, and building a international brand.The sixth part is the conclusion, in which the writer proposes that both Korean Drama and Chinese Teleplay should carry forward their advantages. Meanwhile they must learn from each other to overcome the shortcomings. By doing so, Korean Drama and Chinese Teleplay will both reap the benefits.