Research On The Driving Factors Of Brand Extension In IP TV Drama Of China

The output of China's TV drama program has been ranked the first place in the world for several years,with the government more and more reducing market access barriers and making a looser system in making and reviewing for TV drama program.Because of the highly fierce competition of market and the great changes in the mainstream audience,the output of IP TV drama has reached the outbreak point in a short time,but also the value of IP TV drama has been expand the best through the brand extension theory.However,compared to some countries,such as Europe,America,Japan and South Korea,the application research of brand extension on IP TV drama is still in the exploratory stage in our China.So how can IP TV drama achieve a successful brand extension?There are several core drivers that affect the brand extension of the IP TV drama would be found and searched to try answering that question.Firstly,tow question that lack of effective policy guidance on brand extension theory on IP TV drama were found by analyzing the present situation of the brand extension of IP TV drama in China,and the driving forces research of the brand extension of IP TV drama had little talked,after some relevant researches of brand extension theory based on IP TV drama and all physical brand in domestic and foreign were described.Secondly,based on the previous research results,theoretical hypothesis of the driving factors of the brand extension of IP TV drama were put forward,including the strong degree of the parent brand,the cost-effective of extended product,three aspects of fit in product attributes,product awareness and target market between parent brand and extended product,and marketing support.And the interview that composed of 15 industry practitioners and consumers were found and analyzed by using the coding program of the rooted theoretical path to verify the hypothesis.The conclusion that some important core drives,such as the strong degree of the parent brand,the cost-effective of extended product,three aspects of fit in product attributes,product awareness and target market between parent brand and extended product,and marketing support are put forward,which have much great impact on the brand extension of IP TV drama,especially,the hypothesis was also amended on based on that analysis.Lastly,that important core drivers were analyzed in The Journey of Flower,a specific case which is the most popular IP TV drama in 2015 years.The conclusion that those are so much effective that can explain why The Journey of Flower is so successful.