网络自制剧的内容生产与营销模式研究

发布时间：2018-03-04 22:07

本文选题：视频网站　切入点：自制剧　出处：《南京师范大学》2015年硕士论文　论文类型：学位论文

【摘要】：由于国家严厉打击盗版视频,视频网站不得不购买正版版权,而版权价格不断攀升,网站运营成本也随之上涨。鉴于自身发展的需要以及网络用户个性化的需求,视频网站逐渐从单一的平台提供商转变为“内容制造方+平台提供商”。2010年国内主流视频网站开始进行内容自制,随着2013年美国Netflix网络自制剧《纸牌屋》的成功,让国内视频网站看到大数据技术在挖掘受众喜好和宣传营销方面的成功实践,纷纷在2014年加大了自制剧的投入。网络自制剧以其超强互动性和依靠数据技术吸纳用户参与内容生产,与传统影视剧相区别。作为一个战略化的发展部署,网络自制剧是视频网站摆脱同质化竞争,走向差异化发展的基础,有利于网站树立自已的品牌节目,实现新的盈利增长点。然而作为新生的事物,网络自制剧本身发展有创新的地方,也存在各种各样的问题。本文以国外网络自制剧的大数据应用为由头,分析美国《纸牌屋》数据挖掘技术的成功经验,以期对国内网络自制剧的发展提供借鉴,并重点对国内网络自制剧的内容生产和营销模式进行研究和论述,发现其中的创新点和存在的问题,最后试图提出自已的意见和建议。视频网站的自制剧要想获得长远发展,除了依托数据挖掘技术掌握受众喜好,还需要加强创作团队的艺术创作能力,与传统影视剧从业人员进行业务交流；增强自制剧内容的艺术性、题材的丰富性；树立品牌形象,掌握宣传渠道,实现整合营销,并在此基础上拓展盈利渠道,不断完善产业的价值链,以创造更多的价值与利润。
[Abstract]:Because of the state's crackdown on pirated videos, video websites have had to buy genuine copyrights, and the price of copyright has been rising, and the operating costs of the sites have risen, given the needs of their own development and the individualized needs of Internet users. In 2010, the main domestic video websites began to make their own content. With the success of the Netflix self-production play House of Cards in 2013 in the United States, video websites gradually changed from a single platform provider to a "content manufacturer platform provider." Let domestic video websites see the successful practice of big data technology in excavating audience preferences and promoting marketing, In 2014, one after another, the investment of self-production was increased. As a strategic development, network self-production, with its super interactivity and relying on data technology to attract users to participate in content production, is different from traditional movies and TV dramas. Network self-production is the basis for video websites to get rid of homogeneity competition and develop into differentiation, which is helpful for websites to set up their own brand programs and realize new profit growth. However, as a new thing, In this paper, the successful experience of data mining technology in the United States "House of Cards" is analyzed, based on the application of big data in foreign network self-production. In order to provide reference for the development of domestic network self-production, and focus on the domestic network self-production of content production and marketing model for research and discussion, find out the innovative points and existing problems, Finally, the author tries to put forward his own opinions and suggestions. In order to obtain long-term development of the video website, in addition to relying on the data mining technology to master audience preferences, it is also necessary to strengthen the artistic creative ability of the creative team. To communicate with the traditional film and TV drama practitioners; to enhance the artistry of the content and the richness of the subject matter; to establish the brand image, to grasp the propaganda channels, to realize integrated marketing, and to expand the profit channels on this basis, Constantly improve the industrial value chain to create more value and profit.
【学位授予单位】：南京师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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