我国网络自制剧营销传播的多维度研究

发布时间：2018-03-13 17:48

本文选题：网络自制剧　切入点：营销传播　出处：《北京交通大学》2017年硕士论文　论文类型：学位论文

【摘要】：“媒介即讯息”,新媒体的发展从社会、行为、思想等多个方面改变着时代的整体面貌,新的传播模式、传播范围、规模应运而生,新媒体环境催生出新的受众媒介接触行为,进而成为影响营销传播活动的首要因素。近年来,视频网站兼并重组,纷纷涉足网络自制剧行业,大量资本注入,关注度不断提升,其发展势头迅猛,但问题也逐渐突显,目前国内缺乏相关的深入探讨,本研究以网络平台为首发的系列自制剧为研究对象,基于网络传播学的理论成果,运用归纳总结的研究思路,结合业内实践经验,对网络自制剧进行营销传播的多维度解析,包括我国网络自制剧的发展历程、爆发式增长的原因、营销传播现状三个层次的具体内容,结合具体案例进而探究网络自制剧营销传播的发行渠道、营销策略以及盈利模式,分析其在互联网环境中,传播发展的一般性规律以及未来的发展趋势。开篇主要进行研究背景介绍和研究现状综述;第二章简述了我国网络自制剧传播发展的三个不同阶段,并深入探究整个行业爆发式增长的必然原因;第三章作为本文的核心部分,结合优秀案例,从发行渠道、传播策略、盈利模式三个维度对网络自制剧的营销传播活动进行深入解析;第四章的两个维度主要进行营销原则探析和趋势预测,通过案例分析互动性、趣味性、个性化的营销原则在实践中的具体运用,并对网络自制剧的未来发展进行趋势预测。在结论部分,笔者认为,网络自制剧传播发展必须依托于社会化媒体的营销平台,在提供优质内容服务的同时,专业优质的营销策略是其成功的保障,行业的发展机遇与风险并存,要把握机遇,规避风险,行业自律与严格监管势在必行。
[Abstract]:"Media is information". The development of new media changes the whole face of the times from many aspects, such as society, behavior, thought and so on. The new communication mode, scope and scale emerge as the times require, and the new media environment gives birth to new media contact behavior of the audience. In recent years, video websites have been involved in the network self-production industry, a large amount of capital injection, increasing attention, its development momentum is swift and violent, but the problem is also gradually highlighted. At present, the domestic lack of relevant in-depth discussion, this study takes the network platform as the first series of self-production drama as the research object, based on the theoretical results of network communication, using the summary of the research ideas, combined with the practical experience of the industry. The multi-dimensional analysis of the marketing communication of the network self-production drama, including the development course of our country's network self-production drama, the reason of explosive growth, the concrete content of the three levels of the current situation of the marketing communication, Combined with specific cases, this paper explores the distribution channels, marketing strategies and profit models of marketing communication of network self-production drama, and analyzes the distribution channels, marketing strategies and profit models in the Internet environment. The general law of communication development and the development trend in the future. The first part mainly introduces the research background and the current situation of the research. The second chapter briefly describes the three different stages of the development of network self-production communication in China. Chapter three, as the core part of this paper, combined with excellent cases, from the distribution channels, communication strategies, The three dimensions of profit mode deeply analyze the marketing and communication activities of the network self-production drama; the two dimensions of chapter 4th mainly analyze the marketing principles and the trend forecast, and analyze the interaction and interest through the case study. The concrete application of individualized marketing principle in practice, and the forecast of the future development of network self-production. In the conclusion part, the author thinks that the development of network self-production communication must depend on the marketing platform of social media. While providing high quality content service, professional and high quality marketing strategy is the guarantee of its success, the development opportunity and risk of the industry coexist. To grasp the opportunity and avoid the risk, it is imperative for the industry to self-discipline and strict supervision.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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