Analysis On Marketing Characteristics Of Domestic Drama

Taking the self-produced idol plays by Hunan TV, this thesis focuses on analysing the marketing features of current domestic idol palys, as well as discussing the future development of domestic idol plays on the basis of producing, editing and broadcasting, and marketing strategy of Hunan TV. And the conclusion is as below:because of the late start of domestic idol plays, aboard idol plays are intorduced in at first, and then domestic imitations emerge. During that period introduced aboard plays and outstanding domestic ones are popular to TV stations. However, more and more TV stations choose to produce their own idol plays due to the limitation of policies and need of markets. Hunan TV is a successful model of such. It successfully avoids competition from similar palys at the same period by its "Exclusive Theatre" and the new broadcasting model. Hunan TV cultivates its own TV stars to save the cost for idol plays. At the same time the plays can get popular by the fame of these stars. Meanwhile, Hunan TV broadcasts its idol plays by other media in order to broaden audience's watching access. It will be ineffective if Hunan TV only marketing for a single play. Thus a perfect marketing strategy is necessary. Depending on the long-term producing of brand image, its idol plays can develop vigorusly. Product-placement make splendid profit for Hunan TV. Plenty of product-placements are shown to the audience continually. Though such advertising is new, its results satisfy both the showers and the advertisers. And the audience accept such advertisments naturally. On the other hand, the single marketing strategy will become incompetitive under the growing competition of TV mareket. As a result, intergrated maketing has been utilized by TV stations. This intergrated marketing has been practice many times in Hunan TV's broadcasting of its self-produced idol plays, and brings good effect.However, although Hunan TV has been successful in self-produced idol plays, there are still problems in domestic idol plays, such as the narrow story themes, indelicate product-placement, and so on. These ask for much more attention and research.