| Summary: | 碩士 === 國立政治大學 === 經營管理碩士學程(EMBA) === 107 === With the development of technology, the maturity of communication infrastructure and the changes of user habits, the audience's viewing of drama and program content has shifted from traditional TV media to mobile new media. Compared with traditional media content marketing methods, due to factors such as regulations and audience age, it is impossible to make more innovative changes. Besides, new media audiences such as video platforms are young, enthusiastic about accepting new things, and there are no regulations, therefore, it is necessary to use more innovative marketing techniques to highlight the value of advertisers.
In recent years, China's video platform has formed an industrial scale. Under the strong capital of BAT Group (Baidu, Alibaba, Tencent), the innovative business model can be tested and the commercial cooperation of domestic brand customers has begun. This trend has gradually gain the attention of international brands and they are actively trying to participate and evaluate the benefits.
This study is based on the iQiyi‘s program which called "The Rap of China" with more than 2.8 million video views in 2017. The research questions are : what kind of development process does "The Rap of China" have to establish its innovative marketing model to operate effectively, and how the internationally renowned brand McDonald's works? The study will evaluate the benefits of “The Rap of China” and the substantial benefits of both brand and sales.
The results show that in the innovative content marketing model, through the production team, participating artists, program themes and video view predictions, the basic quality assurance of the content quality of the program is provided. Secondly, after testing the acceptance of the market advertisers, it is decided whether the program can be launched. Then, the study will discuss the customized content marketing details with the brand customers, integrate the online and offline business models, and bring the brand image and sales growth of McDonald's to the ground.
The conclusions of the study put forward two views. The first is that the video program must be successful. It must be monitored from the source institutionalization process. At the same time, the three-win strategy that the three parties can benefit from the program, the audience and the brand customers is the main goal. The second is a continuous innovative content marketing model that seeks to integrate a variety of new technologies or new ideas to dig deep value and benefits for IP.
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