The Research On The Marketing Mode Of Self-made Drama Made By China’s TV Station

With the industrial competition intensifying, the marketing values of TVself-made dramas have constantly improved and its marketing modes have graduallybeen highly valued by the industry and academia. This thesis explained the majormarketing modes of China’s TV self-made dramas by employing theories of precisionmarketing, interactive marketing and brand marketing and attempted to discuss theoptimization strategy of the marketing modes of China’s TV self-made dramas viaanalyzing the present situation of TV self-made dramas.This thesis believed the present marketing modes of TV self-made dramas havethree major varieties: precision marketing, interactive marketing and brand marketing.Precision marketing can better locate the target groups by further classification of selfmade dramas through market research and statistics and thus efficiently determine theproduction type as well as the broadcast way. Interactive marketing adjust themarketing strategy of self-made dramas according to the direct response of audiences,narrow the gap between audiences and self-made dramas as well as better win theidentification and closeness by strengthening the relationships between self-madedramas and audiences.There are also disadvantages in the marketing modes of China’s TV self-madedramas, such as the single profit source and insufficient resource integration. Precisionmarket ignored the personalized demands of audiences and is difficult to form stableaudiences. Brand marketing usually neglected culturing its core value of self-madedramas and is difficult to develop its brand effect. In order to overcome thesedisadvantages, we should not only improve marketing industry chain to improve theprofit source diversity as well as integrate resource allocation to maximize the resourcevalue but also emphasize the personalized demands of target audiences, strengthennormal interaction with audiences and focus on creating the core value of self-madedramas.