论视频网站自制综艺节目的创新营销策略研究

发布时间：2018-04-30 15:59

本文选题：视频网站 + 自制综艺节目　；参考：《上海师范大学》2017年硕士论文

【摘要】：如果说Web1.0时代,互联网将人们联系在了一起,Web2.0时代人们实现了在互联网上的互动与传播,那么在如今这个信息化、移动化、数字化的社会,互联网将迎来它的Web3.0时代,网络将真正走进人类生活,从日常生活的各个方面满足用户需求,成为无处不在的全民化生活空间。根据中国互联网络信息中心(CNNIC)在京发布第39次《中国互联网络发展状况统计报告》显示我国网络视频用户规模达5.45亿,较2015年底增加4064万人;手机网络视频用户规模接近5亿,与2015年底相比增长了9479万人,增长率为23.4%。由此可见,我国网民数量呈上升趋势,利用互联网观看视频的用户也逐年增加,且正在向移动端转移。这无疑为视频网站的进一步发展奠定了稳定的用户基础。近年来,随着视频行业的日益强大,长期依赖于传统电视媒体版权的视频网站为进一步拓展经营渠道、满足用户需求,开始自制内容,其中包括自制微电影、自制综艺节目、自制剧和自制纪录片等。自制综艺节目凭借其大胆创新的节目内容、灵活互动的节目形式受到了年轻观众的热烈追捧,在视频行业占据着重要位置,成为了视频网站发展的创新推动力。对于视频网站而言,如何利用好自制综艺节目实现收益,关键在于自制综艺节目的营销策略。本文首先将对我国视频网站自制综艺节目营销的现状进行分析,并指出目前自制综艺节目营销存在的主要问题,其中包括对“营销”的认识误区、品牌意识的薄弱、节目存在同质化的趋向以及盈利方式较为单一等。其次,基于对“营销”概念的正确理解,研究我国视频网站为了达成一次性投入、连续收益的营销效果,在自制综艺节目的内容生产、组织架构、广告销售、播放渠道、品牌推广和价值延伸五个方面运用的创新营销策略与手段,并提出了视频网站自制综艺节目混合型价值延伸模式,为我国视频网站自制综艺节目的发展提供一定的启示与建议,同时也为自制综艺节目营销理论的进一步研究提供可能。
[Abstract]:If the Web1.0 era, the Internet will connect people together in the Web 2.0 era, people have realized the interaction and communication on the Internet, then in this information, mobile, digital society, the Internet will usher in its Web3.0 era. The network will truly enter human life, meet the needs of users from every aspect of daily life, and become a universal living space. According to the 39th China Internet Network Development Statistics report released by China Internet Information Center in Beijing, the number of Internet video users in China has reached 545 million, an increase of 40.64 million over the end of 2015, and the number of mobile phone network video users is close to 500 million. Compared with the end of 2015, the increase of 94.79 million people, the growth rate is 23.4b. It can be seen that the number of Internet users is on the rise, and the number of users watching video on the Internet is increasing year by year, and is moving to the mobile end. This undoubtedly for the further development of video sites to establish a stable user base. In recent years, with the growing strength of the video industry, video websites, which have long relied on the copyright of traditional television media to further expand their business channels to meet the needs of users, began to make their own content, including homemade micro-movies, home-made variety shows, Self-produced and homemade documentaries, etc. Self-made variety show with its bold and innovative program content, flexible interactive program form has been warmly sought after by young viewers, in the video industry occupies an important position, has become the innovative driving force of the development of video websites. For video websites, how to make good use of homemade variety shows to achieve revenue, the key lies in the marketing strategy of homemade variety shows. This paper first analyzes the current situation of the marketing of homemade variety programs on Chinese video websites, and points out the main problems existing in the marketing of homemade variety shows at present, including the misunderstanding of "marketing" and the weakness of brand awareness. The program has the trend of homogenization and the relatively single way of profit. Secondly, based on the correct understanding of the concept of "marketing", this paper studies the content production, organizational structure, advertising sales, broadcast channels of self-made variety shows in China's video websites in order to achieve a one-off investment and continuous revenue marketing effect. The innovative marketing strategies and means used in five aspects of brand promotion and value extension are put forward, and the mixed value extension model of homemade variety shows on video websites is put forward, which provides some enlightenment and suggestions for the development of home-made variety shows on video websites in China. At the same time, it also provides the possibility for the further study of the marketing theory of self-made variety show.
【学位授予单位】：上海师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222-F

【参考文献】