Propagation Model and Marketing Strategy Analysis of Network Homemade Drama

This paper uses "5W" propagation mode of Harold Dwight Lasswell to analyze elements of propagation model in TV homemade drama and network homemade drama, analyzes characteristics in propagation model between them, and elaborates innovation and timeliness of TV homemade drama and network homemade drama in our country from the perspective of marketing. Through network viral marketing and topic marketing, etc., methods, unique copyright, high-quality resource integration, and extension development of upstream-downstream industries, etc., can be realized in production and issuing process of homemade drama, so as to promote prosperity and development of homemade drama market in our country.