中国视频网站自制内容营销研究

发布时间：2018-05-02 06:06

本文选题：视频网站 + 自制内容营销　；参考：《湖南大学》2015年硕士论文

【摘要】：随着网络视频行业差异化竞争的不断加剧,自制内容开始成为视频网站新的内容来源,并呈现出高投入、精制作、多样化等特点,是视频网站未来发展的重要方向。为了实现视频网站自制内容成熟的市场化、全产业链运作,如何吸引受众和广告主,如何提升自制内容营销效果已经成为视频行业必须面对的新课题。因此本文对视频网站自制内容的营销环节进行系统的梳理和研究,具有一定的创新性,对完善视频网站自制内容的营销策略、提升视频网站自制内容的营销效果具有重要指导意义。我国视频网站自制内容营销呈现出互动式双向传播、定制化广告植入、低成本内容营销的特性,根据目前主流视频网站自制内容营销实践,总结出四种营销模式包括:品牌营销、大数据营销、跨屏营销和闭环营销。与传统电视自制内容营销相比,视频网站自制内容具有营销互动性更强、营销性价比更高以及营销目标更精准的优势;同时,与外购版权影视内容相比,视频网站自制内容的广告营销形式多元化、差异化内容凸显品牌形象、营销风险可控性高的优势更为显著。目前,我国视频网站自制内容营销的产品凸显精品化趋势;营销市场不断扩大;广告营销方式多元化发展;营销主体竞争激烈化。但是,由于缺乏对自制内容的质量把关,忽视营销价值的挖掘以及缺乏成熟的营销产业链导致视频网站在自制内容营销中出现营销内容影响力有限、品牌营销理念缺乏、营销资源整合不够、广告生硬及数量偏多影响用户体验以及盈利模式单一的问题。因此,本文试图通过增强视频网站自制内容的产品竞争力、优化视频网站自制内容营销的用户服务力以及强化视频网站自制内容营销的渠道掌控力,以完善视频网站自制内容营销策略,进而提升视频网站自制内容营销效果。
[Abstract]:With the increasing competition of the network video industry, the self-made content has become a new content source of video website, and it has the characteristics of high input, fine production and diversification. It is an important direction for the future development of video website. In order to realize the market of video website homemade content, the whole industry chain operation, how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience. The advertiser, how to improve the effect of the self-made content marketing has become a new topic in the video industry. Therefore, this paper systematically combs and studies the marketing link of the self-made content of the video website. It has a certain innovation, improves the marketing strategy of the self-made content of the video website, and promotes the marketing effect of the self-made content of the video website. It has important guiding significance. The homemade content marketing of video website in China shows the characteristics of interactive two-way communication, customized advertising implantation and low cost content marketing. According to the current mainstream video website self-made content marketing practice, four marketing modes are summarized, including brand marketing, large data marketing, cross screen marketing and closed marketing. Compared with the homemade TV content marketing, the homemade content of video website has the advantages of stronger marketing interaction, higher marketing cost performance and more accurate marketing target. At the same time, compared with the content of foreign purchase copyright film and television, the advertising marketing form of the homemade content of video website is diversified, the dissimilated content highlights the brand image, and the marketing risk is controllable high At present, the products of the homemade content marketing in China's video website highlight the trend of fine quality, the marketing market is expanding, the advertising marketing mode is diversified and the competition of the marketing main body is fierce. However, because of the lack of quality control on the self-made content, the neglect of the mining value and the lack of mature marketing chain guide. In the homemade content marketing, video websites have limited marketing content, lack of brand marketing concept, lack of marketing resources integration, hard advertising and much more impact on user experience and single profit model. Therefore, this paper tries to optimize the video website by enhancing the competitiveness of the products of video website homemade content. In order to improve the content marketing strategy of the video website and improve the content marketing effect of the homemade content of the video website, the user service power of the content marketing and the control of the channel control of the homemade content marketing of the video website are strengthened.

【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

【参考文献】