浅析国产电视剧营销策略的新出路——以《庆余年》为例

A Brief Analysis of the New Way out for the Marketing Strategy of Do-mestic TV Dramas—Taking the “Joy of Life” as an Example

在国内电视剧市场竞争日趋激烈的当下,原本能够轻松收获观众流量的“网络文学IP + 流量明星”法则频频失灵。然而2019年底热播剧《庆余年》的大获成功,给国内IP改编和电视剧营销策略提供了良性发展路径。本文主要围绕《庆余年》的营销策略,尤其是微博营销策略进行分析,探索其成功背后的营销策略对于同类剧目的参考借鉴意义。

With the increasingly fierce competition in China’s TV drama market, the rule of “Internet literature IP + traffic stars” began to fail. However, the success of the popular drama “Joy of Life” at the end of 2019 has provided a good development path for domestic IP adaptation and TV drama marketing strategy. This paper mainly focuses on the marketing strategy of the “Joy of Life”, especially the micro-blog marketing strategy, and explores the significance of the marketing strategy behind its success for the purpose of similar dramas.