| Because of enterprises’ emphasis on self-imaging and the tendency of marketing popularization, buzz marketing, which existed for a long time, is being constantly developed and well proved to be profit-making with outstanding result. Even “buzz marketing” was famous before, it becomes a fashion with the popularization of Internet. This type of p2 p, face-to-face mode of transmission has been in its time with the assistance of Internet technologies. In contemporary network society, user thinking would become the core of Internet thinking, as reputation being the basis of corporations.Video websites, which are also created during the Internet age, deeply affected and changed the market pattern of the media industry while providing audiences web-videos. However, China’s video websites are struggling in this beginning decade as a result of the lack of coordination of the overall mechanism, the immaturity of the product chain, increasing overhead and industrial competition. Self-made drama, the product which video makers can independently control the content copyright, makes video websites reborn. In the year of 2010, the leading websites like Youku, IQIYI, Le TV and Soho were involved in self-made drama, bring it to Internet media. With the characteristics of being grassroots, having low quality and self-entertainment, early self-made dramas could not well spread though some of them were broadly visited. Even more investments are incorporated as well as new ideas are implied, self-made dramas could fight against TV dramas either in content or marketing, which leads to a heavy strike on video websites.Nevertheless, “House of Cards”, an American drama imported by Soho in 2013, brought a new member to the self-made drama family, providing a brand-new view of self-made drama marketing. The very first Internet drama made by Netflix was not nominated for nine Emmy awards, but received praise from all over the world. As House of Card was becoming more and more popular, the marketing mode of spontaneous publicizing by collecting website users’ information has drawn attention of the industry insiders in China. “Buzz marketing” from then became part of China’s self-made drama industry. Although the importance of buzz marketing is aware slightly, the technological backwardness and lack of industry concept has resulted in a low quality of self-made dramas comparing with the western countries.Against China’s developing video website industry and under the background of communication and marketing, with the methods of analysis and queries, this essay focuses on buzz marketing problems among the self-made drama industry, researching the marketing development situation of China’s video site industry. For instance, in terms of content, spoof, vulgarization and plagiarism appears often; in terms of IT issues, how to collect and dig data could be a problem though database and cloud technique is used; in terms of marketing, when China’s websites are searching for new methods and new media markets, the whole operating mode lacks of strict and accurate industrial processes.According to the issues existing in marketing, the author suggests that video websites in China shall change the view of traditional communicator determinism, set the audiences as the core and consider the reputation of Internet users throughout the entire marketing process. On the basis of innovation and data mining, target audiences shall be precise positioned with the improvement of service quality and the praise among audiences shall spread fast. Set “data collecting – analysis – innovation – feedback- audience publicizing” as the process of self-made drama marketing. Added with personalized treatment, new brands of self-made dramas would be built and a new marketing mode shall be provided based on data mining and analysing and the concept of buzz marketing. |
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