国内视频网站自制剧发展状况及对策研究

发布时间：2018-03-22 15:04

本文选题：视频网站　切入点：自制剧　出处：《北京印刷学院》2015年硕士论文　论文类型：学位论文

【摘要】：过去五年，视频网站迫于竞争压力转而试水内容自制的转变取得了意外的效果。从2009年到2013年，视频网站自制剧受到越来越多关注，自制规模呈现井喷式增长，而2014年更是被行业认为是视频网站的自制元年。进入2014年，，视频网站自制剧表现出新的发展趋势，视频网站也在积极探索新的盈利模式，寻求新的突破。因此，本文以国内视频网站自制剧的发展状况为关注重点。全文共分为六个章节。第一章为绪论，主要介绍了本文的研究背景、研究意义及研究方法，以及对相关文献的整理综述；第二章界定了视频网站自制剧的基本概念，并通过梳理其发展历程，逐步总结视频网站自制剧当前的现状和发展契机；第三章为传播模式分析，着重从内容生产、传播渠道和受众效果这三个传播过程中的关键要素分析视频网站自制剧的传播模式；第四章同第三章一样作为文章的重点，主要根据视频网站自制剧的特性，借鉴市场营销的“4P理论”，结合当前具体的的营销案例，从内容、收益、渠道和大数据四个方面总结分析事实案例的营销策略；第五章回归文题，抓住当前视频网站自制剧中存在的三个突出问题，提出应对策略；第六章作为总结部分，对视频网站未来发展的趋势稍作展望，并进一步强调网络视频行业以内容为本的根本现实。
[Abstract]:In the past five years, video sites have had unexpected results in trying to make their own content under competitive pressure. From 2009 to 2013, the video site's own production has received more and more attention, with a blowout in its scale. 2014 is considered by the industry as the first year of self-made video websites. In 2014, video websites have shown a new trend of self-production, and video websites are actively exploring new profit models and seeking new breakthroughs. Therefore, this paper focuses on the development of domestic video website self-production. The full text is divided into six chapters. The first chapter is the introduction, mainly introduces the research background, research significance and research methods. The second chapter defines the basic concept of video website self-production, and through combing its development process, gradually summarizes the current situation and development opportunities of video website self-production; the third chapter is the analysis of communication mode. Focusing on the three key elements in the process of content production, communication channels and audience effect, the paper analyzes the mode of communication of video website self-production drama. Chapter IV, like the third chapter, is the focus of the article, mainly according to the characteristics of video website self-production. Referring to the "4p theory" of marketing, combining with the current specific marketing cases, this paper summarizes and analyzes the marketing strategies of the factual cases from four aspects: content, income, channels and big data. To grasp the three outstanding problems existing in the current video website self-production, put forward the countermeasures; Chapter VI as a summary, the video site in the future development trend is a little forecast, And further emphasize the network video industry is based on the content of the fundamental reality.
【学位授予单位】：北京印刷学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206

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