Research On Marketing Of Homemade Online Dramas Based On SIVA Theory

With the popularization of Internet and the development of media technology,homemade online drama has been spawned.Since 2014,the homemade online drama has made a leap in quantity and quality.As a content product in the new media environment,the marketing of homemade online dramas needs to adapt to the media development and audience demand in the Internet age.In the development process from Web1.0 to Web3.0,the network platform gradually evolved into the understander and provider of user needs,and the marketing core of homemade online dramas has evolved from a single information dissemination to multiple information interaction as well.Under the inspiration of search engine,Professor Don E.Schultz put forward SIVA theory for the new phenomenon of Internet Marketing.SIVA theory stems from the user's search behavior,and its theoretical content reflects the marketing core in the digital age-user experience,but also reflects the communication features-interactive integration in the current Web3.0 era.Professor Don E.Schultz holds that the market is user-oriented market,information in the hands of users,therefore,in the marketing process,we should take the user demand as the core,and take the user needs as the starting point for marketing.The SIVA theory proposes the marketing directions of four modules,namely,user(S),content(I),value(V)and access(A).This thesis will focus on SIVA theory to study the marketing strategy of homemade online dramas from these four levels.Through the collation and analysis of the relevant research literature of the homemade online drama marketing,the author finds that the marketing of the homemade online drama at this stage is mainly characterized by younger audience,large scale investment and most of content for well-known "IP".At present,there are also many problems in the marketing of online homemade dramas,for example,the marketing object is not precisely positioned according to the demand of episodes,content manufacturing mostly relies on the well-known "IP" adaptation,lacking of brand value and thin communication channel.In this thesis,the author puts forward four directions marketing strategies based on SIVA theory for homemade online drama.First of all,from the user level,homemade online drama is the film and television drama based on the audience,its own core is the audience.Marketers need to analyze the user data through Internet tools to determine the drama in which groupof people is more popular,so as to achieve the purpose of precise positioning.This is the core strategy that homemade online drama marketing should adhere to,but also the most important content in marketing.Second,from the content level,network homemade is a movie and TV product that relies on content to survive in the new media environment,so its marketing strategy needs to be established on the basis of content.Especially in the marketing market where the content is king,it needs to broaden the audience,improve the user base through high-quality content.Therefore,the marketers of online homemade dramas should first clear the user's definition of high-quality content,improve the amount of content created with the users,and then through the construction of interactive communication model,by increasing the audience's information contact,to improve the marketing effect of network homemade drama.Moreover,from the value level,the marketers of online homemade dramas hold that the short-term profitability of online homemade drama can judge its value.In fact,that was not the case.The core value of online homemade drama lies in its long-term profitability,which means it can not be limited to advertising profits and copyright profits,should look long and see the value forms of long-term profits.Marketers can increase the process of forming value by creating brand value and user value,so as to achieve value added.Finally,from the channel level,access is an important bridge for the marketing of online homemade dramas.Whether it is the channels of marketing promotion or content broadcast platform,are the tie connected online homemade drama and its audience.Therefore,the marketers of online homemade dramas should be based on the current marketing environment to integrate communication channels and media,to create online and offline double channel,and finally realize the diversification of homemade online drama marketing channels and terminal.In the era of rapid development of new media,the marketing style of online homemade drama should examine the changes of the marketing environment in real time,and improve the marketing strategy according to changes on the basis of the existing strategy.In the era of Web3.0,it is promoted that,in the diversified marketing environment,online homemade drama should follow the concept that user demand as the core,and create the content,value and channel to meet the user's needs.The author believes that,under such Internet environment where users have the priority of choice,marketing through this way will make the development of online homemadedrama more brilliant.