电视剧官方微博营销的主要策略及创新研究

Research on the Strategies and Innovations of TV Dramas' Official Micro-blog Marketing

当前电视剧官方微博营销在内容发布上采用独特性、利益性、趣味性和参与性的内容策略;在平台互动上采用多元性、创造性和分享性策略;在营销手段上强调整合性和互动性;但电视剧官微营销还存在非专业化运营、营销者重讯息发布轻受众交流、博文形式模式化等问题。应从深化微博营销理念、提升用户体验、创新营销手段等方面进行创新。

Official Micro-blog marketing of TV series has adopted unique, satisfying, interesting and participatory strategies on information issues , and applied diverse, creative and shared ways on the interaction of platforms, and emphasized integrate and interactive promotion on marketing methods. But there were some deficiencies as the marketers were unprofessional,they prefer distribution of texts to audiences communication, and the published content was more stereotype than innovative. Innovations should be made in deepening the micro-blog marketing ideal, promoting the experience of users, and updating the ways of marketing.