Marketing Communication Research On TV Drama Program

Despite a dismal period for our national TV drama programs, Henan TV createdprogram Liyuanchun featuring the local opera culture in October1994. Faced withmarketing competition among national opera columns, rating of Liyuanchun hasincreased to the highest because it constantly integrates the program’s contentresources and adjusts the marketing communication steps. Since its birth, the program,from an unknown local program to a well-known brand drama programs, has not onlyreceived by many opera fans all over the world, but also called the attention of theCentral government leaders. According to CSM’s survey data, from May9,1999toJune2008, the average ratings of the program are more than25.8%,and its highestrating has reached35.7%.The program’s rating has ranked the first for nineconsecutive years, and other national TV drama programs can no longer match it. In2008, it was awarded as “Chinese Benchmarking Brand” by Columbia JournalismReview, making it an example of China’s TV drama brand.Domestic scholars have realized the importance of integrated marketingcommunication theory in the process of TV media development these years.Researchers have made progress to some degree in the theory of integrated marketingcommunication in both academia and business circles, but the research on our TVdrama columns has not yet made. The paper conducts a case study of the program’sintegrated marketing strategies from the point of view of integrated marketingcommunication theory. Combined with the theory by professor Tang E, the paperanalyses all the development processes since its birth, especially after its revision in1999, and combs strategies that make Liyuanchun outstanding among similar dramacolumns.The suchose research methods,such as documentary analysis、field interview, andcase analysis was used in this study. The innovation of the paper is in-depth analysisof the program Liyuanchun from the view of the integrated marketing communicationtheory which brought what qualitative leap traditional operas in the new marketingtheory. According to in-depth analysis of the program, the paper analyses the issues that current China’s traditional operas face in the integrated marketing communicationtheory and also proposes many solving means.