Research On Word-of-mouth Marketing Strategy Of TV Series Products Of W Film Media Co.,Ltd Under New Media Environment

New media is a new form of communication that uses digital technology to provide information and services to users through computer network,wireless communication network,satellite and other channels,as well as computer,mobile phone,digital TV and other terminals.Its emergence and development has changed the industrial pattern of traditional media and made the media industry undergo earth shaking changes.For the TV drama industry,due to the limited number of high-quality TV dramas,producers need to strive for sales channels through marketing means in order to seize the market;and because the diversification of new media platforms leads to the diversion of audience,they need to upgrade marketing strategies to attract audience attention and enhance user stickiness.The research on the marketing strategy of TV play product word-of-mouth in the new media environment is conducive to grasp the current TV play communication environment.Through the analysis of the problems existing in the process of TV series word-of-mouth marketing and find out the targeted solutions,it is helpful for TV series to better play the function of entertainment and cultural communication in the new media environment,which has important practical significance.This study first analyzes the basic marketing methods of word-of-mouth of the three representative TV series "go home","fragrant honey sink like frost" and "Niang Dao" released by the well-known W film and television media Co.,Ltd.,and finds that although W film and television media Co.,Ltd.has used similar marketing methods in the marketing process of these three products,there are still some problems The marketing effect is different.Finally,the problems existing in TV drama marketing of W Film and Television Media Co.,Ltd.under the new media environment are summarized,including: the rigid word-of-mouth marketing model of TV drama products of W Company under the new media environment,the insufficient integrated marketing of W Company under the new media environment,the need to strengthen the quality decision of W Company under the new media environment,and the insufficient word-of-mouth marketing of overseas communication of TV drama products of W Company under the new media environment.In view of these problems,this study puts forward some countermeasures,such as optimizing the word-of-mouth marketing strategies at different stages by combining product information,strengthening the word-of-mouth construction of W Company’s products by combining integrated marketing,insisting on content as the king,strengthening the word-of-mouth construction and helping to expand overseas markets by high word-of-mouth.It is hoped that the above strategies can improve the effect and benefit of word-of-mouth marketing of TV drama products under the new media environment.