TV Series“the Story Of Minglan”Microblog Marketing Research

With the development of new media,weibo has become an important platform for many individuals and enterprises to carry out marketing activities due to its high audience attention.Among them,because of its rich content and strong topic,TV series are highly consistent with the social and entertainment needs of weibo users,and the openness of weibo is also very conducive to the spread of TV series content and topics,so the use of weibo as a platform for marketing activities has been widely recognized by TV series marketers.The agenda setting theory also presents new characteristics in the new media environment.The microblog marketing of TV dramas USES the planned agenda setting in microblog to drive the attention with the topic,so as to improve the audience rating.However,judging from the current situation of microblog marketing of TV dramas,most TV dramas release microblog contents in a stereotypical manner,lack of overall agenda planning,and the results or attention can not be sustained,or negative emotions can not be controlled,and ultimately cannot achieve the ideal marketing effect.Under this background,it is of great significance to the future development of the TV drama industry to analyze the typical cases of successful TV drama microblog marketing and find the best way to set its agenda.This paper selects the most popular TV series in early 2019,know it or not,whether it should be green,fat,red and thin,as a case study.Firstly,on the basis of combing the agenda setting theory,this paper makes clear the new characteristics of agenda setting in the new media stage,and expounds the current situation of TV series carrying out marketing activities by using the agenda setting function of microblog.And combining the theory of agenda-setting in television the story of Minglan weibo agenda setting behavior of concrete is analyzed,its the agenda-setting process is divided into the object of the first level of agenda setting and the second layer surface attribute agenda-setting,and the large amounts of data statistics,finally summed up the the story of Minglan microblogging marketing on the agenda setting in success and its problems,and gives the corresponding Suggestions for improvement.In addition,the study also found that in the process of microblog marketing of TV dramas,fans as participants to a certain extent determine the attributes of the agenda.In a word,TV series use microblog as a new marketing platform to carry out marketing activities,which still lack sufficient experience and are still in the groping period.In this paper,by analyzing the case of TV series "know it or not know it should be green fat red thin" in the weibo marketing agenda setting,for the future TV series weibo marketing combed the idea of agenda setting,clear in the different links of the TV series agenda setting points and possible problems.