Analysis Of Cross-border Marketing Communications Of The South Korean TV Dramas“you Come From The Stars”

Since 1993, the South Korean TV drama has played a successively important role In the Chinese cultural market. At the beginning of the new century – with “Dae Jang Geum” as a representation of Korean culture- sparked a frenzy in China when it came out. This fanatical Korean wave gradually died down, only to break out again when the influential Korean TV drama “You Come from the Stars” debuted with impressive performance ratings- sweeping the Chinese TV market. In contrast, domestic drama has maintained the status quo, although heavily promoted with large purchases in television prime time. The audience numbers have been disappointing-perhaps because of a difficulty in marketing and finding engaging topics the audience is interested in. Thus, “You Come from the Stars ” has become one of 2014's most successful television dramas and is thus worthy of study. The enormous economic profits generated by this cross-border television drama has also lead it to become a hot topic for many scholars.From placement marketing, integrated marketing communication theory, in order for “You Come from the Stars” to be the main object of study, through literature review, case studies, surveys, in-depth interviews and other methods, we must, as this TV drama does, focus on the cross Marketing Communications sector. Through research, the author analyzed a specific performance of “You Come from the Stars” from the perspective of cross-border marketing communications and concluded that the following cross-border marketing communications laws and characteristics are apparent: it has the best TV drama text, accurate market positioning, all-round development and dissemination of past Korean breakthroughs.This research paper focuses on Korean dramas as a concrete manifestation of cross-border marketing communications. It endeavors to sum up the rules and characteristics of cross-border marketing communications, to point out it's problems and give feasible solutions for cross-border marketing communications in order to provide some assistance from which Chinese television drama may be able to learn and improve.