Research On Content Production And Marketing Pattern Of Network Self - Made Drama

Since the government has severely cracked down on online pirated video, video website have to buy legal copyrights. With the competition in major video website has increased copyright price, site operating costs rising at the same time. In view of the needs of their own development and personal requirements of network audience, video website has gradually from a single platform providers shift to "content manufacturing + platform provider". Since 2010, the mainstream of domestic video website generated self-made content. Then, with the success of 2013 American Netflix network self-made drama "House of cards", domestic video websites have realized the value of big data technology in mining preferences of the audience and promotional marketing. In 2014, domestic video websites have increased investment in self-made drama.Network self-made drama with its powerful interaction and data technology have abstracted users to participate in content production, which is the big difference compared to traditional TV drama. As a strategic development plans, network self-made drama can not only help video website to get rid of the homogenization of competition and realize differentiation, but also establish their own brand program to achieve new profit growth. However, as a new thing, the network self-made drama has innovation and problems at the same time. So, in this paper, I would research the USA application of big data technology in "house of cards", and hope to provide some reference for the development of the domestic network of self-made drama. Then, I would focus on the content production and marketing model of domestic network self-made drama, to find their innovation and problems. Finally I will try to put forward some suggestions.Video website self-made drama wants to obtain long-term development, in addition to relying on the data mining technology to master the preferences of the audience, the creative team also need more communication with traditional TV drama practitioners to strengthen the artistic creation. In order to create more value and profits, producers also need to rich the subject of self-made drama content, establishing a brand image, mastering the publicity channels, realizing the integration of marketing to expand channels for profit, and constantly improving the industry value chain.