Network Self-made Drama Branding Construction

Along with the increasingly fierce competition between video website to buy the copyright, and video program unfolds more homogeneity, The video websites began to change positively, looking for new survival and profit model. The video websites cooperate with influential media, film and television company manufacturing or produce exclusive production, and had movement. But there are still have bad and and good production, exists scarce all sorts of problems. Competition has intensified between video websites. Since 2009, in order to get rid of the pressure of the high copyright, the video websites slow the trend that excessive dependence on the film and television play of copyright content,and have tried homemade play, preemption content high ground. so in order to realize own better development, in order to promote the prosperity of China's cultural industry, the brand construction is necessary. In order to develop homemade columns well, many video websites are involved in and put forward the brand development strategy, but donot have enough theories to practice,this paper hopes will bring each big web site theory and practice guidance.The author first introduces the research purpose and significance of this article, and briefly introduces the theories involved in this paper and this article innovation place, also introduces the domestic research status quo of homemade drama on the web, then, the author combining previous research results and their own understanding, gives the concept of a homemade drama and the concept of this paper, and detailed the development of websites, then discusses the reasons of rapid development, including economy, culture, technology and other main reasons, then the core chapter talked about network brand construction of homemade play, specifically divided into brand building, brand promotion, brand industrial chain extension and maintenance aspects, and analyzes combining the specific portal instance. Based on the theory of information platform, the brand building links into brand of homemade drama broadcast platform and the play brand, network brand once formed, you will need to propaganda and promote andextend industrial chain and brand maintenance. For network homemade drama development present situation in Last chapter,puts forward reasonable Suggestions, including the drama production network main body, content, scripts, and copyright protection.In this paper, combining with the instances,puts forward the key points and future development problem that need to pay attention to.Gave the future video websites some references for homemade drama production.In this paper, a few door to door video website production as the main research object, the paper is focused on brand construction of homemade play, which is divided into brand building, brand marketing, brand, industry chain extension and maintenance, also involves construction of broadcast platformand puts forward reasons why homemade play can not become famous.At the end of the play,gaves strategies about construction of homemade. This study aims at specific analysis the productionof high quality network homemade drama including produceing,marketing, and provide modelIn this paper, the first chapter is the introduction part, elaborates the research significance and purpose of this article and the research status, and briefly refers main theory and innovation.The second chapter expoundstheconcept onthenet homemade play and development,including the development of video websites.The third chapter analyses the reasons why network homemade drama comes in.The fourth chapter mainly introduces the definition of brand,definition that net homemade play brand and the meaning of the brand construction on net homemade playChapter vanalizes high-quality products from different websites. Explore network brand construction path of homemade drama, including brand building, brand marketing, brand chain extension and maintenance.The sixth chapter gives suggestions for improvement on brand construction of net homemade drama...