Fans Marketing Research On To The Sky Kingdom From The Perspective Of 4I Theory

With the prosperity of the fan economy,fan marketing has gradually penetrated into the industries of film and television,internet,technology,clothing,etc.At the same time,as an emerging marketing tool,fan marketing has gradually attracted the attention of scholars,media and enterprises at home and abroad.The “phenomenon-level” IP drama To The Sky Kingdom was successfully popular in the film and television market in 2017.A closer look at the success of the show has a lot to do with the fan effect behind the IP drama.In the film and television market,communication is also a way of marketing.The makers of the IP drama catered to the needs of the fans and invested in them.With effective marketing methods,they gained high ratings,high fever and huge economic benefits.This paper uses the literature method and case analysis method to take the fan marketing as the starting point,and combines the 4I theory to study the fan marketing strategy of To The Sky Kingdom and finds that the drama comes from the four principles of personality,interest,interaction and interest.Fan marketing.The personality principle mainly refers to the differentiation of marketing by dividing the target user group and understanding the needs of fans;the fun principle refers to the attention to attracting fans' attention with interesting content and marketing methods;the interactive principle emphasizes the establishment of offline and online interaction and fan creation.Relationship;the principle of interest refers to satisfying the material and interest needs of the fans and the emotional interests through the material rewards and the construction of the fan community.Through the research on the marketing strategy of fans of To The Sky Kingdom,it is found that the IP drama To The Sky Kingdom still has some shortcomings in the application of fan marketing strategy,mainly as follows: user demand division is more general;commercial operation Slightly excessive;offline interaction is more singular;fan community operations are not taken seriously.In addition,this paper puts forward some suggestions for improving the shortcomings of the discovery: firstly,using big data technology to accurately divide the target users' needs;secondly,improving the quality of IP content itself,avoiding the commercialization of excessively affecting the fun experience of fans;once again,broadening the offline interaction Ways to enhance fan participation,improve fans' loyalty to TV dramas;Finally,pay attention to fan community operations to enhance the emotional recognition of fan audiences for TV dramas.Through the research in this paper,the author hopes to provide theoretical support and realistic basis for other fields or brands that try to implement fan marketing strategies,and help more innovative marketing ideas in the industry.