Research On The IMC Of IP Dramas Based On Internet Literature

IP dramas,which is based on Internet literature has become a hot topic in the academic research because of its benefits and discussion.The research on Integrated Marketing Communication of IP dramas is one of the concerns in the academic discussion,which is important and valuable.The Stroy of MingLan is a typical sample of them.This paper uses the academic method of text-analysis,which is based on the development of IP drama and the reality of its integrated marketing in China.It's a case study of The Stroy of MingLan and centres on its integrated marketing system and strategy.First,this paper reviews the research status of IMC of IP drama.Second,it analyzes and summarizes the activities and characteristics of IMC of IP drama from three perspectives,which are the integration of content,channel and fans.This paper tries to promote the IMC of Chinese IP dramas and accelerate the development of film industry.In this paper,we found that unified expression is the biggest feature of The Stroy of MingLan.This drama reasonably adapts the important elements of the original novel reasonably,such as the era background,character image and plot design.It displays the unified image in the marketing activities,organizes the unified topic,conveys the unified voice,and realizes the interaction and diffusion between the play and real life.Through its' event marketing,this drama completes the integration of content.At the same time,The Stroy of MingLan builts a wide communicating system and a narrow communicating system.It successfully realizes the integration of channel by connecting famous actors,drama producers and fans.In addition,The Stroy of MingLan discovers the huge value of the fans.As a result,the sellers of The Stroy of MingLan activate the fans with marketing activities,let them publish the drama,and made the integration of fans come true.IP drama is one of the important driving forces for the development of our country's cultural industry.The Stroy of MingLan provides a reliable pathway for the development of Chinese IP dramas.IP dramas should ensure the quality of content,aim to the IMC through the marketing activities,and build IP brand to achieve the "integration" of marketing communication.At the same time,the IMC of IP plays should infuse national cultural characteristics,and promote the innovative development of our country's cultural industry.IP plays also need to learn advanced experience from other developed countries to strengthen the national cultural soft power.