An Analysis On The Teleplays Of Anhui Satellite TV From The Perspective Of Integrated Marketing Communication

In recent years, Anhui Satellite TV has carried out the teleplay strategy and made itself rank among the best of all the provincial Satellite TV in advertising avenue and audience rating, which has attracted many people in academia and media to pay continuous attention to the developing strategy and operation of Anhui Satellite TV teleplays. However, the academia mostly focuses on the distinctive contents and broadcast models of Anhui Satellite TV teleplays and very few people concentrate on the Integrated Marketing Communication management and strategy of its teleplays. This thesis can be divided into four chapters. On the basis of the theories of the media marketing and the Integrated Marketing Communication and the present situation of the Integrated Marketing Communication of Anhui Satellite TV teleplays, it aims to explore the implementary strategy of the Integrated Marketing Communication, the concrete operation of Integrated Marketing Communication of the "spectacular teleplay" and the problems still existing.The first chapter analyzes the macroscopic environment of the Integrated Marketing Communication of Anhui Satellite TV teleplays are in from the perspective of the change of the communication platforms, the industry value chain and the audience market; second, it analyzes the market positioning of Anhui Satellite TV teleplays among the provincial satellite TV, the concrete advantages and disadvantages and the opportunities and challenges of Anhui Satellite TV in the aspect of teleplays, that is to sketch the environment of the Integrated Marketing Communication of Anhui Satellite TV teleplays from macro-scale to micro-scale.The second chapter presents the current situation of the Integrated Marketing Communication of Anhui Satellite TV teleplays from the channel, the product, the marketing model and the brand, etc. of the Integrated Marketing Communication strategy. In the channel aspect, from the marketing channel of programmes and advertising, it respectively illustrates how Anhui Satellite TV walks from Anhui to the world, expanses to the internet and broadens the channel of advertising communication; in the product aspect, it describes that Anhui Satellite TV continuously enriches the varieties of the teleplays and attempts to dig out the value of contents deeply; in the marketing model, it introduces a creative model that is to seek a close relationship between the development of teleplays and advertising marketing; in the brand aspect, it discusses how Anhui Satellite TV builds up its brand through self-innovation and realizes its brand marketing with the help of its famous brand.The third chapter takes The Stories of the Married Women's Parents'Home and The Three Kingdoms (the new version)-the Integrated Marketing Communication of the spectacular teleplays possessing the most distinctive features of Anhui Satellite TV teleplays-for instance and makes a study of the concrete practices of integrating the teleplays, the communication channels and the marketing approaches.The fourth chapter, based on the analysis of the present situation, the strategy and the concrete practices of the Integrated Marketing Communication of the Anhui Satellite TV teleplays, points out that the Integrated Marketing Communication of the Anhui Satellite TV teleplays faces some problems, such as the limited ability to control the teleplays sources, the weak strength of brand marketing and the improper organization of the marketing system, etc. and probes a way out.Right now, the marketing of teleplays is facing opportunities as well as challenges. Thus, the Integrated Marketing Communication of Anhui Satellite TV teleplays cannot remain invincible in the future opportunities and challenges unless it comes to understand and adapt to the market and keeps self-innovative and developing.