| Since1999, XiaoTian Fan Magical TV drama has been on the TV for13years, containing5sections. As a writer, Xiaotian Fan takes the art of writing into the drama creation, composes thematerial、channels、human resources and systems together, formed a unique cultural production andmarketing model. As a director、writer and producer, XiaoTian Fan and his team take the advantage ofthe entertainment atmosphere created by the film and television culture transformation, meet the needsof young people in the new generation, and grasp the opportunity of government policy change. In thelong-term exploration and practice, XiaoTian Fan established a youth-oriented audience target,joy-based product position, and Southeast Asia-centered market location. On the basis of this formation,this TV play has formed an unique story content: the re-creation of the traditional mythology, theconsistent style of comedy, the splendid visual and audio effects. In addition, as the chairman of thecompany, his unique marketing model is an important guarantee for the success of its drama. He leadsdrama creation of the professional team：choosing the script by himself, using super stars and trainingnew actors, establishing film and television school and FuNa Movie Base. In the actual marketingprocess of the drama, he uses the power of super stars for popularization, exploits a variety of marketingchannels, focuses on new media, especially the use of Internet media, and forms a complete industrialchain. At the same time, he also used HK-TVB to develop foreign markets. This article takes thedirector as a sally port, combines the realistic context of the television series creation with EntirelyDirector theory, to find out the drama creation and marketing rule.This article consists four parts:First, determine the major research areas and the research methods; Second, analysis of the backgroundof drama creation; Third, analyse the contents of the drama. Finally, combine the concept of completedirector to analyse the marketing. |
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