Research On Marketing Communication Strategy Of Network Drama Products

With the development of technology and Internet,the penetration of the mobile phoneand web TV continues to grow,and more and more people like watching network video. Thevery forces that spurred a new type of films and television programs called network drama.Compared with the traditional TV drama, the theme of network drama is closer to the socialspots. And the network drama is more and more interesting, the audiences of network dramacould take participate in the creation of a network drama. What·s more, the network dramahas certain characteristics of commercial. The network drama makes the online videoindustry more and more competitive, and urges the video sites to achieve verticaldevelopment. But low cost and quality, the lack of innovation leads to the network drama haslow-margin.To promote the development of the network drama, this paper introduces thebackground, propose and significance. This paper uses the literature analysis and thequestionnaire survey to reach the propose. Based on a lot of literatures, this paper define thenetwork drama and summarize the characteristics of it. This paper lists two successful worksand analyzes the reasons for the success. To discuss the marketing strategy, we should firstlyknow market environment. So this paper introduces the macro environment, competitiveenvironment and customer behavior. On the basis of that, this paper uses SWOT tosummarize the strengths, weakness, opportunities and threats of the network dramas. Thefinal part of the paper is focused on selecting4I principles of EIMC, then from four aspectssuch as fun principles, interest principle, interactive principle and personality principle topropose four marketing communication strategy, such as experiential marketingcommunication strategy, Micro-blog Marketing communication strategy, Precisionmarketing communication strategy and integrated marketing communication strategy.