Research On Marketing Strategy Of TV Series In New Media Environment

In recent years,with the deepening of the Film and television industry development in our country,The annual output of China's TV series has been the world's first.The production,release,marketing and broadcasting links of TV also show more specialized and refined features.However,there are still some problems in the development of Television industry in China.On the one hand,the quality of TV series is uneven,the homogenization is serious,the number of excellent TV series is limited.On the other hand,the production volume is huge,but the broadcasting platform is limited.Some excellent TV series lack the effective marketing strategy,which leads to the unsatisfactory effect of the broadcast,and even neglected some excellent literary works.At the same time,in the more open international market environment,the impact of foreign TV series also puts forward higher requirements on the quality and marketing strategies of Chinese TV series.Based on the background of new media,this paper takes Chinese TV series as the main research object,and makes further research on the marketing strategy used in the communication process of Chinese TV series.Based on the theory of integrated marketing communication,a case analysis method is used to analyze and summarize the recent TV series marketing strategies.First of all,we will analyze the living environment of Chinese TV series based on new media,points out the limitations of traditional TV series marketing,and highlights the difference of TV series marketing in the old and new media environment.The study found that the influence of media environment development and social culture changes on TV series survival mode,and brings new opportunities for Chinese TV drama marketing.Especially the rise of video website,which directly leads to the shift of the center of gravity of TV series broadcast platform.chapter 2 of Paper combined with the cases,from channels,form,cycle,positioning and cooperation of five aspects of the new media environment of TV marketing Upgrade strategy are analyzed.Based on the analysis of the marketing strategy,through the study further foundthat TV series in China under the new media environment exist in the process of marketing,such as: social media marketing in common malicious speculation,hiring ghostwriters,cost overruns,lack of marketing system in the process of the marketing and planning,lack of brand consciousness,and inadequate foreign propagation force.Therefore,this paper targeted to find solutions,marketing management,budget control,integrated marketing,brand marketing and external communication aspects such as point to ways to deal with in order to better promote the healthy development of China's TV series.