Research On Integrated Marketing Communication Of Who's The Murderer

The development of online audio-visual platforms,relatively loose control policies and the competition of audience resources in the same industry promote the emergence of self-produced programs on the basis of traditional TV programs.Self-produced programs is subordinate to self-produced content,and the study on its integrated marketing communication can help us understand the new connotation of the integrated marketing communication theory under the new media environment,and obtain the driving force to promote the long-term development of network homemade program This paper adopts the literature research method and case study method,takes the theory of integrated marketing communication as the research framework,and takes Who's the Murderer as the representative case of network homemade program to study and analyze the integrated marketing communication of this programWho's the Murderer is produced and broadcast exclusively by MGTV,an audio-visual platform,and its broadcast volume and reputation are the top among many self-produced programs on the Internet.As a representative case of network self-produced program,this program adopts a multi-dimensional integrated marketing communication strategy in terms of audience contact management,communication strategy and communication combination,which reflects the characteristics of audience-centered,all-round program interaction and multi-level program fan group connection.At the same time,the integrated marketing communication of Who's the Murderer still has room for improvement in program content,advertisement implantation and extended content,etc.Therefore,the program can be further optimized through big data to facilitate program optimization,integrated thinking to control advertisement implantation and multi-dimensional realization of program extension,so as to maintain the vitality of the program.By using integrated marketing communication strategy,network self-produced programs can more appropriately meet the entertainment needs of the audience,more effectively complete information transmission,and subtly convey cultural values.In the process of integrated marketing communication,network self-produced program need to explore multi-dimensional innovation to stimulate industrial vitality,use new media matrix to expand the scope of communication and influence,integrate program content marketing to enhance the program marketing value,and pay attention to the program connotation to realize the long-term development of the industry.