Research on the Marketing Strategy of Chinese Television Dramas in the Digital Era

Abstract

The rapid evolution of the Chinese television industry in the digital era has necessitated innovative marketing strategies to captivate diverse audiences. This study delves into the dynamic interplay between online streaming services, social media engagement, influencer collaborations, fan interactions, and crossover collaborations in the context of Chinese television dramas. The research background highlights the industry’s transition from conventional broadcasting to online platforms, emphasizing the growing significance of digital marketing strategies. Recognizing the pivotal role of youths as a valuable audience category, this paper addresses the challenges digital marketing faces in attracting and engaging this demographic. The research results reveal that while online streaming services and social media platforms enhance accessibility, content saturation, and content dispersion across platforms pose challenges in maintaining engagement. The integration of influencers and fan engagement has driven viewership and cultivated a sense of belonging; however, authenticity concerns and managing fan expectations remain key issues. Crossover collaborations and product placements exhibit potential for synergies between e-commerce and entertainment industries, though incongruity with storyline and execution challenges needs careful consideration. The research findings hold significant implications for Chinese television industry stakeholders, offering a comprehensive understanding of effective marketing practices, challenges, and solutions, thereby enhancing the business value of Chinese television dramas through informed decision-making, sustainable growth, and a global reach. The findings empower content creators, production houses, marketers, and streaming platforms to tailor strategies that resonate with audiences and enhance viewer engagement, crafting effective marketing strategies in the digital era.