Research On The Marketing Strategy Of China’s Internet Homemade Play

With the rapid development of Internet and the coming of big date era, the video industry is forced to develop a new road, which has both the realistic competitiveness and innovativeness,then we have the Internet self-produced drama. It focuses on breaking the traditional created model and broadcast pattern, and begins a research from content to marketing strategy. Since 2009, the year of Tudou’s on-line self-produced drama putting out, to 2014, the year of Internet self-produced drama appeared, and to present, the Internet self-produced drama developed rapidly. The great video websites has developed from buying the copyright to self production,and provided the service from typical broadcasting platform to particulars of memberships then to the model of first paying first seeing. The marketing model of china’s Internet self-produced drama has gradually mature.This paper is based on the features of China’s self-produced drama, deriving out the external motivation of the self-produced drama standing on the website video industry. Additionally, it also analyses the innovation and deficiency of self-produced drama in marketing aspect, and provides a future direction. This paper consists of six chapters. Chapter one is the introduction part, which mainly discuss the development history and present situation of self-produced drama, review the research result both at home and abroad, and illustrate the research background and meaning. Chapter two elaborates the internal and external motivation of self-produced drama through analysing the developing train and features, getting out the advantages and disadvantages of China’s self-produced drama. The chapter three to chapter five adopt the "4P marketing strategy"(product strategy; price strategy; channel strategy; promotion strategy) to research and conclude the application of marketing strategy. In this section, each chapter corresponds one strategy.The sixth chapter is the conclusion part. The issues will be raised in this part, and some feasible development strategies will also be provided, which will promote the using of integrative marketing strategy in China’s self-produced drama.