Research On Social Media Marketing Of Domestic TV Series

As Chinese TV market develops, an industrialized operation mode of production, distribution and marketing is under construction in the whole industry. Social media marketing has become an inevitable part of the overall marketing layout of TV market under the circumstance of reconstruction of internet information by social media marketing. In 2014, two dramas of "Swords of Legends" and "The Empress of China" have successively broken the record of webcasting duration with high popularity, which showed the great value of all-round social media marketing.Based on integrated marketing communication theory, this paper analyzes social media marketing strategies of 27 popular network TV plays in 2014. In chapter 3, marketing strategy are divided into basic social media marketing and senior social media marketing according to the essentials of integrated marketing communication, and a detail explain of both strategies is shown in this chapter. Based on the analysis on the basic social media marketing strategy of microblog, Wechat, post bar, and mobile terminal APP, this paper lays focus on topic marketing strategy of microblog, making hot issues by mining related news of TV play, integrating the internet platform of Wechat and online community for co-promotion, and discussing the specific strategy enforcement with the help of case analysis.The research has shown that there are many problems in the enforcement of TV social media marketing nowadays, including:over-entertainment of marketing content; absence of performance evaluation system of social media marketing and Integrated strategic plan; as well as homogenization and modeling of marketing content resulted by unreasonable formulation of KIP index. Due to the present situation of TV industry and features of social media, problems in marketing have to be handled from the content, market orientation for the production of TV play should be provided through social media, "co-subject marketing" concept of producer, TV station or video website should be introduced and collaborating marketing and promotion from diverse social media platforms which considered audience as common target should be put into practice. Brand attitude of TV play should be established to effectively improve the brand value of media enterprise, TV play and media platform.