| The Golden Eagle solely broadcasting play of Hunan Satellite TV alwayspossesses highly watching rate and good reputation, each of its TV series has accessto a wide range of praise, though it is certain that not every play draws well comments.The success of this situation should be attributed to the powerful integrated marketingcommunication of Hunan TV. Based on the analyzing of ratings, audience andintegrated marketing of the Golden Eagle solely broadcasting play, the authordiscusses the advantages and strategies of the TV series’integrated marketingcommunication, at the same time, reflects on the problems of domestic TV seriesthrough the Golden Eagle solely broadcasting play integrated marketingcommunication. The author believes that the advantages of integrated marketingcommunication of the Golden Eagle solely broadcasting play has three main aspectsduring the dissemination process: Maximizing the benefits; fast spreading, widelycovering and strongly propagating; Strengthening the interaction between thecommunication. The Golden Eagle solely broadcasting play’s integrated marketingstrategy is mainly reflected in such aspects as the positioning of the audience, thepowerful propaganda and the broadcasting of its corresponding auxiliary programs,but the development of derivative products is yet to be excavated.In the process of studying its integrated marketing communication, manyproblems of domestic TV series industry surfaces, such as the entanglement of thesystem and industrialization, insufficient development of the derivative products,homogenization of TV series and so on. Since TV series exist as a commodity in theera of market economy, in order to sell them at a good price and maximize theirvalues, marketing planning needs to be integrated, so does TV series’ dissemination. |
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