The Revelation Of Integrated Marketing Communication During Korean TV Dramas Spread In China

Abstract:In China, Korean TV drama spread widely and has a broad audience. In2014, Korean TV drama "You Who Came from the Stars" set off a climax in the Korean TV drama spread of network dissemination in China. With the rapid development of the Internet and new media, the marketing and broadcasting mode of "You Who Came from the Stars" are all products conform to the new situation, worthy of exploration and research. In this paper, taking this TV drama as a case study, analyze the successful experiences of how it spread in China and sum up the effective means of the various media in China for marketing this TV drama; this paper attempts to sort out the strategy of Integrated Marketing Communication during the TV drama spread in the China, hoping to provide some enlightenment for China’s TV drama spread abroad.