Creation And Propagation Mechanism Research Of Marketing Experimental Drama

In the era of information explosion, Advertising information dissemination is multifarious and marketing methods are diversity, so that the consumers become numb and selectively ignore advertising more easily. Entrepreneurs are more and more difficult to attract consumer attention,convey product/service information to them effectively and let them recognize the brand value. In this situation,marketing experimental drama becomes an new direction and measure of brand marketing. As an experimental and dramatic advertisement model, marketing experimental drama carries out the creative experiment in pre-arranged space, guide consumers to participate interactively and deeply. The whole process of marketing experiment will be shot and made as a video and spread on the social media. The new creative model can convey brand information to consumers more effectively, let them get multiple experience. At the same time, it helps consumers to deepen the understanding of the brand and form emotional resonance.The thesis studies the creative mechanism of marketing experimental drama from theory to practice case roundly. Firstly, it define the concept of marketing experimental drama, put forward marketing experimental drama elements and show comparing with other forms of advertising, And then the thesis not only analyzes the key point and process of script idea of marketing experimental drama, but also studies the audience, drama performance relationship, and the experimental space construction according to the model particularity and drama theory. Lastly, thesis discusses the experimental scene situation and the propagation path.