我国网络自制剧的内容生产和营销模式研究

发布时间：2018-03-07 17:45

本文选题：网络自制剧　切入点：视频网站　出处：《内蒙古大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着互联网时代科技的快速发展,媒介融合的步伐推动了影视剧艺术形态的多样化变革,基于互联网平台成长起来的网络自制剧,拥有了网络时代开放、包容的特点。从2008年诞生发展至今,快速发展的网络自制剧成为了互联网空间里最流行最受欢迎的艺术形态之一,尤其是自2014年至今,随着制作规模的逐渐扩大,网络自制剧已经从小众文化艺术形态上升为了大众文化艺术形态,在受众群体中拥有了主流的影响力,以超高点击量的发展态势引起了受众的热议和业内的高度关注,逐渐成为了国内各大视频网站在差异化发展转型过程中的重要力量。本文以2015年和2016年的网络自制剧为研究对象,共分五个部分进行研究,从发展脉络、内容生产、营销模式以及未来的产业化发展几方面进行分析和阐述,结合典型个案的分析研究,对这一发展时期网络自制剧在内容生产和营销模式方面的新变化和新特征进行了归纳和分析。近几年,网络技术和带宽发展迅速,网络自制剧发展逐渐成熟,UGC模式与PGC模式的结合程度进一步加深,共同为网络自制剧的内容生产提供了助力。除了与传统影视剧一样,具备连贯的故事线之外,大数据的运用使得网络自制剧在前期筹备过程中能够紧紧抓住用户的关注热点,选择制作题材与内容,使用户参与的程度加深,在网络自制剧的制作过程中,则充分体现了 PGC的生产模式,传统的和新兴的专业影视制作公司的加入,使网络自制剧的质量得到保证,同时近几年的网络自制剧在投资规模、受众群体、剧集时长和演员阵容等方面也取得了巨大的进步,使得网络自制剧朝主流化的发展前景更进一步。作为视频网站战略部署的重要内容,除了拥有优质内容,营销环节同样重要。近几年,网络自制剧的商业广告植入方式越来越新颖与多样,网剧反输电视台的模式越来越成熟,网络自制剧利用社交化的互动媒体平台,开展全方位的营销与多屏联动模式,同时推进对网剧衍生品的开发,从而进一步推动视频网站的品牌化建设步伐,实现视频网站新的盈利模式。网络自制剧的未来发展,要重视大数据技术的应用,加强制作团队的艺术创作能力,丰富题材内容的选择;拓展宣传渠道,开发网剧衍生品,推进网剧的全产业链式发展,进行整合营销,推进视频网站品牌化建设。
[Abstract]:With the rapid development of science and technology in the Internet era, the pace of media convergence has promoted the diversification of the art form of film and television drama. Since its birth in 2008, the rapid development of online self-production has become one of the most popular and popular art forms in Internet space, especially since 2014, with the gradual expansion of the scale of production. The network self-production has risen from the minority culture and art form to the popular culture and art form, has the mainstream influence in the audience group, has aroused the audience hot discussion and the industry high attention with the super click quantity development situation. It has gradually become an important force in the process of the development and transformation of the major video websites in China. This paper takes the self-production of the network on 2015 and 2016 as the research object, which is divided into five parts, from the development context, content production, The marketing model and the development of industrialization in the future are analyzed and elaborated, combined with the analysis of typical cases. This paper sums up and analyzes the new changes and new features in content production and marketing mode of network self-production during this development period. In recent years, network technology and bandwidth have developed rapidly. The development of network self-production has gradually matured and the combination of UGC mode and PGC mode has been further deepened, which together provides a power for the content production of network self-production. In addition to the traditional film and television drama, it has a coherent story line. Big data's application makes the network self-production in the early preparation process can grasp the user's attention hot spot tightly, selects the production subject matter and the content, causes the user to participate the degree deepening, in the network self-production production process, It fully reflects the production mode of PGC, the participation of traditional and emerging professional film and television production companies, which ensures the quality of network self-production, and at the same time, the scale of investment and audience groups of the network self-production in recent years. Great progress has also been made in terms of the length of the series and the cast, which has further promoted the development of self-directed online dramas towards the mainstream. As an important part of the strategic deployment of video websites, besides having high-quality content, The marketing link is equally important. In recent years, the commercial advertising implantation methods of online self-production have become more and more novel and diverse, the mode of anti-transmission of network drama has become more and more mature, and the network self-production takes advantage of social interactive media platform. Carry out a comprehensive marketing and multi-screen linkage mode, at the same time promote the development of online drama derivatives, so as to further promote the brand construction of video websites, and realize the new profit model of video websites. We should attach importance to the application of big data's technology, strengthen the artistic creation ability of the production team, enrich the choice of the subject matter, expand the propaganda channels, develop the network drama derivatives, promote the whole industry chain development of the network drama, and carry on the integrated marketing. Promote brand construction of video website.
【学位授予单位】：内蒙古大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.2

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