Multi-Dimensional Research On The Marketing Communication Of Original Internet Drama In China

"Media is message".The development of new media has changed the world in terms of society,behavior,idea and others.The mode,range and size of new communication rise in response.The new media environment leads to new contacting behaviors between audience and media,thus becomes the primary element influencing the marketing communication activities.In recent years,video websites successively have merged,reorganized and entered into the industry of original online drama.A great deal of capital has been injected.A lot of attention has been received.The development is unstoppable.However,with its prosperity comes some obvious problems which are scantly discussed in China.This paper targeted at a serial of original Internet dramas at Internet platforms.Based on the theoretical results regarding the Internet communication science,the summarization and generalization were used as the research approaches.Meanwhile,in combination of industrial practical experience,the multiple-dimensional analysis was conducted on Internet original dramas in terms of marketing communication,including the developmental process of Internet original drama in China,reasons of explosive increment and the current status of marketing communication.The specific cases were utilized to discuss the distribution channels,marketing strategies and profit models for the marketing propagation of Internet original dramas.The general patterns and future developmental trends of its communication in the Internet environment was analyzed.At the beginning,this paper introduced the research background and relevant status.In chapter two,three different stages for the communication of Internet original drama in China were briefly discussed and the necessary reasons leading to the explosive increment of the whole industry were explored.Chapter three was the core part of this paper.In combination of excellent cases,the marketing propagation of Internet original dramas were discussed in terms of distribution channel,communication strategies and profit model.In chapter four,the marketing principles were analyzed and the developmental trends were predicted.The specific application of marketing principles(including interaction,interestingness and individuality)were analyzed through specific cases.The developmental trends of Internet original drama were predicted.In concluding paragraphs,it's believed that the communication of Internet original dramas must rely on the marketing platforms of social media.While the quality content services are provided,the marketing strategies with professional quality are the guarantee for success.The developmental opportunities and risks of an industry coexist.The opportunities should be sized and the risks avoided.The self-regulation and strict supervision are indispensable.