网络剧的网络营销传播策略随着网络技术的新发展和受众接收信息的新习惯而不断优化成长，本次研究则主要针对2016年的热播网络剧《老九门》的网络营销传播方式进行了相应的归纳整理。从网络环境下的4P营销理论出发，通过实例分析得出了“IP+明星”的产品策略、付费会员抢先观看视频的价格策略、多终端同步播出的渠道策略、以及媒体矩阵同步宣传多方面覆盖的促销策略。

The internet marketing communication strategy of IP series is continuely optimizing and growing maturly, on account of the development of internet technolegy and the new habit of hte audiance how they adapt to recieve information.this research will take the 2016 popular IP series The Mystic Nine as an exmaple, focusing on summing up its the internet marketing communication communication strategies. Based on the 4P marketing theory under internet environment, this thesis uses practical examples to come to a conclusion of the following strategy, including "IP(Intellectual Property)+celebrity" method as production strategy, VIP member's priority as price strategy , multiple terminal screening as place strategy, and media advertising and extensive coverage as promotion strategy.