Research On The Development Of TV Series Marketing Of Anhui TV In New Media Environment

In recent years,the development of new media,represented by the Internet,has accelerated the integration of all media.And the arrival of multi-screen communication era,with the characteristic of media integration,subverts the way for audience to accept information before,so that traditional TV drama marketing can no longer effectively "hit" the audience's attention.To regain the interests of audience,TV drama marketing must rely on the new media such as the Internet and mobile client.Anhui TV,which regards the TV drama as strategic resources for success of the channel,own the fine traditions in TV drama marketing.However,in this new-media era,the usage of the Internet platform and other social media by Anhui TV to develop new marketing ways of TV drama,is also feeling the stones across the river.And the academia lack scientific and systematic research in this area.This article is divided into six chapters,trying to study the implementation process of new-media marketing of TV drama by Anhui TV,focusing on the implementation and effect of microblog marketing,wechat marketing and live marketing during the extension of TV drama and discussing some existing problems.The first chapter is the preface,which states the purpose,the significance,the method and the ideas of this research.The second chapter analyzes the current communication environment of Chinese TV series macroscopically:firstly,the new media on the one hand roles as an important productive force to promote the overall development of Chinese media industry,on the other hand,the increasing of the number of the users for the Internet and mobiles,split the traditional media industry market;secondly,this chapter makes a general analysis of the change of the audience for TV series from the time span,and then explains it according to some relative data sets,and also understands the change of audience needs by statistical analysis of the theme of the top 100 TV dramas last year;and finally this chapter explains the changes of TV drama industrial chain by comparing the past and present TV drama industrial chain.The third chapter analyzes the marketing situation of Anhui TV drama in the new-media environment from the microcosmic aspect.First of all,Anhui TV first makes use of network to promote the TV series,achieving a significant result;Anhui Network Radio and Television,which is a new media platform,aims to become a"content integration platform" for TV drama marketing.In addition,in the mobile terminal marketing,Anhui TV mainly takes advantages of a relatively traditional SMS interactive marketing,social media marketing including microblog marketing and wechat marketing,and live marketing.The fourth chapter begins to analyze the specific implementation strategy of social media marketing and live marketing.The content analysis method is used to elaborate this from three main aspects that are topic setting,event marketing and content extension.Additionally,we establish a simple model to display the marketing effects according to data sets of forwarding quantity,reading quantity and comments and so on.And finally,the last chapter summarizes the strategies and shortcomings of new-media marketing,and makes some suggestions of strategy upgrade by learning from other TVs' successful marketing experience.At present,Anhui TV drama marketing is not only faced with the competition with other strong TVs,but also with the competition with the new-media platform represented by video website.In the severe marketing environment,Anhui TV must deeply understand the market,continue to accept challenges,and looking for new breakthroughs.