Research On Marketing Strategy Of Online Drama

With the development of the Internet,mobile phones and Internet TVs have gradually become popular,and people's lives and habits have undergone major changes.In terms of viewing,the network platform is gradually dominated,and the full advantage of traditional TV dramas in the film and television market has ceased to exist.As of June 2018,China's online video users reached 609 million,accounting for 76% of the total netizen,with a half-year growth rate of 5.2%.The number of mobile video users reached 576 million,short video users 594 million,live users 425 million,audio users 300 million,Internet TV activated users 218 million,as of the end of September 2018,Internet TV cumulative coverage terminals reached 322 million,to the network platform Viewing has become the trend of the times.On the other hand,with the changes in China's relevant laws and policies and the increasingly fierce market competition in the film and television industry,in order to seek development in such an environment,online dramas with independent copyright and audience influence have become the focus of various video websites.Invest in the production object.This has also led to the maturity of the online drama market,bringing more and more sophisticated online dramas,and the phenomenon-level online dramas with a public reputation are gradually increasing.In addition to the continuous improvement of its own content and the real needs of the audience,its success is also inseparable from the use of Internet-based thinking,all-dimensional,multidimensional network marketing strategies.Based on this,this paper will summarize and analyze the key marketing strategies of the current online drama.The full text is divided into the following parts:Firstly,it defines the definition of the online drama and summarizes the characteristics of the online drama.Secondly,it sorts out the development of the online drama and systematically describes the various stages of development.Furthermore,it summarizes the development of the online drama for the film and television industry.Value and significance;Fourth,is the key part of this article,based on the characteristics of online drama in Internet marketing,combined with specific marketing theory,try to summarize and summarize themarketing strategy used,and combine rich cases with The specific marketing strategies analyzed and analyzed above provide reliable arguments,with a view to providing some reference and reference for the development of online marketing of TV drama products in the future.