网络时代我国戏剧营销的掣肘与应对

The Constraints and Countermeasures of Chinese Drama Marketing in the Web Era

戏剧表达作为情感与艺术的完美融合,承载了悠久的历史和深厚的文化底蕴。网络时代的快速发展,给戏剧艺术的传播带来了新的问题和挑战。戏剧传统的运营模式已经难以满足网络时代下戏剧的发展,想要走好网络时代下戏剧营销的发展道路就必须要结合网络时代现状改变营销策略。戏剧营销策略应充分利用网络传播的特点,整合网络戏剧资源,从戏剧的创作、传播、复制、运营方面,全方位满足戏剧爱好者的需求,从而提高应对网络时代戏剧营销掣肘的能力。

The integration of art and emotion has been perfectly reflected in the drama.As one of the carriers of our country’s long history and profound cultural heritage,drama has once been devoted by the majority of people.The rapid development of the network era has brought new problems and challenges to drama communication.It is difficult for the traditional drama operation model to meet the development of drama in the network era.In order to advance the development path of drama marketing in the network era,it is necessary to change the marketing strategy in combination with the current situation.Drama marketing strategies should take advantage of the characteristics of online communication,integrate network drama resources,and meet the needs of the enthusiasts from the aspects of drama creation,dissemination,replication,and operation,thereby improving the ability to cope with the constraints of drama marketing in the online era.