Research On The Marketing Of Online Self-made Drama

In recent years,with the popularity of mobile terminals,the diverse needs of audiences and the financial support of video platforms,the development of homemade online dramas is rapid.As a new outlet for video platform to cope with copyright crisis and heterogeneous competition,after experiencing water trial period,vigorous upgrade period and vigorous development period,online homemade dramas achieve leapfrog development in content production and product promotion,and become a new force to attract audience's attention.Network self-made drama was born and developed in the new media context.The influence of the platform,the content of the product itself,the production and the accuracy of the audience are the key to the success of the product.And the natural attributes of the cultural products of the network homemade drama make it accept the two-way test from the market and culture.Represented by Aqiyi,Youku and Tencent,the video platform has turned from the original communication and promotion platform to the content producer gorgeously.The network homemade drama has become a new growth point in the layout of the video platform industry.However,as a new product catering to the market,network self-made drama is not smooth in the process of development.There are many problems,such as homogenization of content,following the trend of the times,many network plays are facing downshelf crisis,lack of strategic integration marketing awareness,imperfect industrial chain,single profit model and so on.In 2018,self-made online dramas occupied half of the film and television market,but there was no self-made drama series of "excellent production+ public praise boom",and its development encountered a "bottleneck period".Many experts,scholars and professionals have studied online self-made drama from various angles,and the marketing of online self-made drama has naturally attracted much attention.How to make homemade online dramas grab a certain share in the content market and get a good reputation is a problem that the current film and television producers need to consider.Based on the marketing model of homemade online drama in China,this paper uses the knowledge of communication,economics,marketing and other disciplines to analyze the origin and current situation of homemade online drama,and elaborates the characteristics and problems of production and marketing of homemade online drama in the era of digital communication.This paper explores the possible ways of marketing promotion of online self-made dramas under the situation of the gradual tightening of national policies.Hope to be able to provide some theoretical and practical guidance for the marketing and development of homemade online drama.The article is divided into introduction and four chapters.The introduction systematically introduces the research background,current situation,research methods and framework of this topic.The first chapter is the introduction of homemade online drama.This paper interprets the concepts of network self-made drama and marketing mode,elaborates on network self-made drama in detail,introduces the origin and development process of network self-made drama,and on this basis,makes a preliminary summary of the development status and characteristics of self-made drama.The second chapter is the SWOT analysis of network self-made drama marketing.SWOT analysis is a comprehensive analysis method widely used to analyze the competitive advantage,competitive disadvantage,opportunity and threat of enterprises themselves.By using SWOT analysis method,this paper makes a comprehensive and systematic analysis of the advantages,disadvantages,opportunities and challenges of the marketing of online self-made drama industry.It considers that the marketing of online self-made drama is the coexistence of advantages and disadvantages,opportunities and challenges,and provides a realistic basis for formulating the marketing strategy of online self-made drama industry.The third chapter is the marketing strategy of homemade online drama.Using a large number of data and cases,this paper makes an analysis of the marketing of homemade online dramas.It analyses the marketing mode of homemade onlinedramas from four aspects: market analysis,production and broadcasting methods,distribution channels and profit models,and studies the marketing operation strategy of homemade online dramas on current video platforms.Chapter IV is about the marketing problems and suggestions of online self-made dramas.This paper puts forward the marketing problems and rationalization development suggestions of network self-made drama in China,from four aspects:creating high-quality products as the core,realizing story-driven;realizing personalized demand,realizing cooperative marketing;extending the upstream and downstream of industrial chain,realizing industrial closed-loop;product production and marketing linkage,and improving brand influence.