Research On The Marketing Of Self-made Drama

In recent years, the rapid development of the network homemade drama,a number of "phenomenal" network drama won the majority of the audience’s attention and love.In this paper,the connotation and the development of network drama reviews, summarizes the development characteristics of China’s current self-made drama, mainly in vogue, in the popular IP content production "Internet plus" and highly interactive. Self-made drama is not only a breakthrough and innovation of the traditional TV industry, but also an important way for the survival and transformation of video sites, with broad prospects for development. This article focuses on the marketing issues of network self-made drama, this paper starts from the competitive environment and the status quo, from four aspects of channels and methods, profit model, technology promotion and extension of the value chain,analyzes the network self-made drama advertising revenue,pay per view and copyright reverse transmission and other profit model, and cross platform, cross screen, multi circle matrix marketing, social media packaging and topic manufacturing, offline marketing, industry chain extension and development of derivatives, and the operation of large data technology application specific.This paper finds that there are some outstanding problems in the marketing of the self-made drama in China. For example, the quality of the network drama to enhance the difficulty of marketing, the industry chain is not perfect, a single profit model, as well as the lack of big data mining, potential risk worrying, etc.. In this regard, the author proposes that we should strictly regulate and improve the industrial chain, increase the content of the realization of ways to expand marketing channels, make good use of big data marketing strategies and recommendations.