Research On Marketing Strategy Of IP Drama From The Perspective Of 4R Theory

With the rapidly development of IP drama in China,the completion is also extremely fierce.With the rapid development of IP drama in China,the market competition is also extremely fierce.How to improve the concerns and recognition of IP drama is important for us.Meanwhile we should let it achieve the phenomenon level of cultural consumption.For all above these we should research marketing strategy.The 4R marketing theory focuses on relationship marketing,while focusing on the relationship with consumers,and not ignoring the other parties of competition and cooperation.4R marketing theory competition oriented,do not blindly to meet consumer demand,but pay attention to the changes of market and emphasis on the feedback.It's meaningful and Guiding significance to handle the relationship between consumer and interest groups.In this article,author used Relevancy,Reaction,Relationship and Reward in 4R theory to analysis the whole process of marketing.By way of examples to explain each elements of 4R theory in the new circumstances and IP play marketing to find the new guiding meaning of IP play.