Internet Home Made Program Research Based On 4C-theory

As the popularity of Internet homemade program like “House of Card” and “Lose Man”, it has began to appear in front of public Internet users as a new form of television art, and is widely accepted. Face to the high royalties and fierce market competition, the Internet homemade program has become a new mode of production and marketing to cope with it. Internet homemade program grasp the public Internet users’ demand accurately on the basis of traditional TV marketing and production mode. It is catering to the public netizen’s psychology from the creation of the initial script to the accomplish of the whole program.As a growing and relatively immature emerging art of film and television, this article defined some related concept based on the summarize of previous researchers’ definition of Internet homemade program. At the same time, this article presented the developing process of Internet homemade program, and divided it to three stages according to the different period as "Online TV Program", "Internet Interactive Drama" and "Internet Homemade Program". Based on the view of 4C-Marketing theory,this article analyzed the marketing of Internet homemade program through four factors such as consumer, cost, convenience and communication. And found that, the positioning of Internet homemade program satisfied to Internet users’ demand; Free cost and advertising information’s voluntarily accept which reduce the view cost of netizens; The length of Internet homemade program and media terminal provides the convenient for audiences to watch program; The communication and interaction with netizen throughout the beginning and end of the production increased the stickiness of audience.Meanwhile, this article made a case analysis to one the most popular Internet homemade program named “ Never Expected”.In the process of analysis of its marketing strategy, the author has summed up some defects of the using of 4C-Marketing strategy in Internet homemade program.And think that Internet homemade program makers paid too much attention to business interests and ignored the cultural value of it. So that made some kind of program seems too vulgar. This article also analyzed this phenomenon based on the cultural factors such as Internet subculture and youth subculture. Thinking that the makers of Internet homemade program should guide netzien audience’s cultural values indirectly, rather than excessive to meet.