A Study On The Content Production And Marketing Model Of Network Self-made Drama In China

With the rapid development of the Internet era of science and technology,promoting the diversification of media convergence pace of change form of TV drama art,grow up internet based network platform,homemade drama,has the characteristics of the Internet era open and inclusive.From its inception in 2008,the rapid development of network drama has become the most popular network space in one of the most popular art form,especially from 2014 to now,with the continuous expansion of the scale of production,the network made drama from cultural and artistic form in order to form up the niche of mass culture and art,and has the mainstream influence on the audience,the audience's attention and hot industry due to the development trend of super high traffic,has become an important force in the process of major domestic video website development in differences in social transformation.This paper mainly in 2015 and 2016 broadcast network drama as the research object,is divided into five parts to conduct the research,from the development of classification,content production,marketing mode,industry development aspects are analyzed and explained,in addition to the network during this period of macro research of self-made drama,but also combine with the analysis of the typical the case,I hope to be able to the development period of network made drama new changes in the production and marketing mode of content and new features are summarized and analyzed.In recent years,the development of network homemade drama gradually mature,UGC model and PGC model to further deepen the degree of integration,together for the production of the content of the network homemade drama provides help.In addition to the same with the traditional film and television drama,with a coherent story line,the use of big data makes the network made drama able to firmly grasp the focus of users in the preparatory process,making the subject and content,users participate in the deepening process of homemade network drama,fully reflects the production of PGC model,add the traditional and emerging professional production companies,the quality of the network drama is guaranteed,and in recent years the network homemade drama on the scale of investment,the audience,the drama and the cast and other aspects also has made great progress,making the network self-made drama development prospects towards mainstreaming further.As an important part of the strategic deployment of video sites,in addition to the quality of content,marketing is also important.In recent years,the network made drama commercial advertising more and more innovative and diverse,network drama television output mode is more and more mature,the network made drama by social interactive media platform,to carry out a full range of marketing mode of joint and multi screen,while promoting the development of web series derivatives,thereby to further promote the video website brand construction,implementation of video website is a new way to profit.The network made drama to rapid development,should pay attention to the application of big data technology,strengthen the production team's ability to create art,rich in theme choice;publicity channels to expand and develop network drama derivatives,promote the network drama full industrial chain development,integrated marketing,brand building to promote the video website.