基于4C理论视角下的网络自制剧研究

发布时间：2018-03-19 22:40

本文选题：网路自制剧　切入点：4C理论　出处：《江西财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：随着《纸牌屋》、《\L丝男士》等网络自制剧的热映,网络自制剧作为一种新的影视艺术形式开始出现在大众网民的眼前,并且被广为接受。面对电视剧市场高昂的版权费以及激烈竞争,网络自制剧作为电视剧应对市场激烈竞争的新型制作与营销模式,在传承传统电视剧营销与制作模式的基础上,精准的抓住了大众网民的需求,从剧本的创作初始到整部剧的拍摄完成,在极大程度上都迎合了大众网民的心理。网络自制剧作为一个正在发展且相对不成熟的新兴影视艺术,本文在总结之前的研究者对网络自制剧给出的定义之后,也对相关概念进行了界定,同时为网络自制剧的发展作了一定的梳理,将网络剧依据不同的时期归纳为“网上电视剧”、“网络互动剧”和“网络自制剧”三个发展阶段。文中基于4C营销理论的视角,以消费者、成本、便利和沟通等四个角度对网络自制剧的营销做了深入的探析,认为网络自制剧本身定位紧紧抓住了当下大众网民的需求,无金钱成本和广告信息的主动接受降低了网民的收视成本,网络自制剧的时长和多媒介终端为受众提供了最大的收视便利,贯穿制作始末的网民沟通与互动增加了受众粘性。同时结合时下热映的网络自制剧《万万没想到》进行了案例分析。在对其营销策略的分析过程中,笔者也总结出4C营销策略运用在网络自制剧营销中的缺陷。认为网络自制剧制作者在商业利益与文化价值的协调中有些失衡,过于注重商业利益,因此无限度的迎合网民的一些低俗需求。文中也基于大众文化语境对这一现象进行了分析,认为网络自制剧制作者应间接引导网民受众的文化价值观,将网络自制剧打造成一个承载娱乐性、文化传承性以及艺术性,而又符合互联网传播特点的新兴影视艺术形式。而不是让收看网络自制剧仅仅成为一种观赏行为,甚至是一种可以省略思考的纯粹的娱乐行为。
[Abstract]:With the popularity of "House of Cards", "<\ L Silk Men" and so on, as a new form of film and television art, network self-production has begun to appear in front of the masses of Internet users. And it is widely accepted. In the face of the high royalty and fierce competition in the TV drama market, as a new production and marketing model for TV dramas to cope with the fierce competition in the market, network self-production plays are based on inheriting the traditional TV series marketing and production models. Accurately grasping the needs of the masses of netizens, from the beginning of the script creation to the completion of the shooting of the whole play, to a great extent, it caters to the psychology of the mass netizens. As a newly emerging film and television art that is developing and relatively immature, network self-production plays, After summing up the definition given by the researchers before, this paper also defines the related concepts, and at the same time makes a certain combing for the development of the network self-production. According to different periods, the network drama is divided into three stages: "online TV series", "network interactive drama" and "network self-production". From the four angles of convenience and communication, this paper makes a deep analysis of the marketing of self-production on the network, and thinks that the orientation of the self-production of the network has tightly grasped the needs of the Internet users at present. The lack of money and the active acceptance of advertising information reduce the viewing cost of Internet users. The length of time of self-production on the network and the multi-media terminal provide the audience with the greatest viewing convenience. The communication and interaction of Internet users through the beginning and end of production increased the audience stickiness. At the same time, the case study was carried out in connection with the network self-production drama "No one thought", which is now popular. In the process of analyzing its marketing strategy, The author also sums up the defects of 4C marketing strategy in the marketing of self-production on the network. The author thinks that the self-producer of the network has some imbalance in the coordination of commercial interests and cultural values, and pays too much attention to commercial interests. This paper also analyzes this phenomenon based on the mass cultural context, and thinks that the network self-producer should indirectly guide the audience's cultural values. To create a network of self-production into a bearing entertainment, cultural heritage and art, but also in line with the characteristics of the Internet dissemination of the new art of film and television, rather than watching the network of self-production as a mere viewing behavior, Even a pure form of entertainment that can omit thought.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F

【相似文献】