The Research On Microblog Marketing Of Chinese Dramas In New Media Era

As a sharing platform, the value of microblog has been known by more and more media audiences, and it has quickly becoming the main social media with great interactivity, extreme infectiousness and the immediacy of interaction. More and more movies, dramas and variety shows take advantage of microblog disseminating them effectively, with its business attributes becomes prominent gradually. As a product of spreading mainly by public praise, it goes without saying that the microblog marketing of teleplays is of considerable realistic significance. To study the reasons, and main marketing strategies with effects, and put forward problems based on that will exert positive significance for future Chinese teleplay's marketing models to innovate and improve.Microblog marketing of teleplays is based on the current new media communication environment and market condition in Chinese teleplays. Microblog has great advantages in communicating values and marketing values, conforming with the tendency of marketing transformation. While the fierce competition in Chinese dramas market and drama audience's need in multiscreen interaction makes the microblog marketing, a new but effective marketing way, become indispensable. In dramas'marketing action, strategies of conent distribution, topic propagation and activities marketing has become its main strategies, where the microblog has provided the most value and dramas gain multilevel word of mouth communication. Microblog marketing has become the normality in dramas marketing, while immature marketing concepts, lack of systematic operation mode and measurement in effects makes teleplays microblog marketing exist deficiency. Being an important marketing method in teleplays, in order to conform to the change of audience demands, microblog marketing needs to continue to refine microblog marketing operation, with strengthening the concept of microblog marketing, innovating marketing methods, increasing the interaction with microblog fans and integrating multiplied platforms. Above all, all marketing and communication activities must based on communication contents, marketing subjects need to adhere to the content orientation and guide microblog marketing with teleplays content. No marketing activity shall be above the content.