Research On Integrated Marketing Communication Of Network Play

Rapid economic development has brought changes in consumption structure,indirectly promoting the optimization of industrial structure and top-level design. Market environment boost the network audio-visual industries, new media industries’ prosperity and from which network drama are all the rage from quantity to quality. They have become the private main product of film companies and the video sites, with the investment greatly improved due to its popularity increased. As an important part of network drama industry chain, brand marketing often transcend the status of the content construction. In the fierce market competition, production and distribution units implement integrated marketing and communication to web series products.This article briefly reviews the context of the development of web series, industry market scale, profitability tools and trends.Integrated marketing and communication theory is a main guide line to analyze the web series’ marketing modes which cover full media and cultivated by a variety of channels. This article summarizes the characteristics and problems about integrated marketing of web series. For the question of how to deal with the unpredictable new media environment, the author makes certain recommendations.Two works "Detective Di Renjie" and "That Fleeing Year " as cases for the application of the theory to be analyzed and compared.In the future,integrated marketing and communication will be gained more attention with more creativity and emotions,and enrich itself in reality.