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电视剧的制作与流通既具有工业生产的特点，又要符合商业运作的规范。在传统的工业生产过程中，生产在先，销售在后。随着营销学的兴起，消费者的地位得以凸显，并影响到了电视剧的生产与销售，即在编剧、拍摄之前先对观众的审美需求进行调查，量体裁衣，这种“定单式”的营销方式减少了生产的盲目性，从而有效地避免了投资误差。从某种意义上说，电视剧作为一种特殊的文化产品，“不同于单纯的自然对象，它在消费中才证实自己是产品，才成为产品，消费是把产品消灭的时候，才使产品最后完成”。因此，电视剧的生产过程是在被观众欣赏并认可之后才得以完成的，观众是决定电视剧营销成败的主要因素，只有充分重视观众的作用并以观众为出发点制定营销策略，才能取得电视剧营销的成功。
The production and circulation of TV drama not only have the characteristics of industrial production, but also conform to the norms of commercial operation. In the traditional industrial production process, the production of the first, sales later. With the rise of marketing, the status of consumers has been highlighted, and the production and sales of television dramas have been affected. That is, before the screenplay and the filming, the audience’s aesthetic needs are investigated and tailored. Such “order-type” marketing methods are reduced The blindness of production, thus effectively avoiding the investment error. In a sense, the drama as a special cultural product, “is different from a purely natural object, which confirms itself as a product in consumption, becomes a product and consumes the product when it is eliminated, carry out”. Therefore, the production process of the TV series is finished after being appreciated and approved by the audience. The audience is the main factor that determines the success or failure of the TV series marketing. Only by fully paying attention to the role of the audience and setting the marketing strategy based on the audience can the success of the drama marketing be achieved .