中国网络自制剧价值链研究

发布时间：2018-05-26 21:47

本文选题：网络自制剧 + 视频网站　；参考：《湖南大学》2015年硕士论文

【摘要】：近年来,借助于互联网产业发展的良好势头,中国的视频网站获得了快速的发展,受众规模不断增加,市场规模连年扩大。然而,视频网站在快速发展的同时,也暴露出了一些问题,如外购剧版权费高昂、同质化现象严重、盈利模式单一等。在这样的背景下,网络自制剧作为一种新兴的媒介产品便应运而生了。本文在国内外已有研究成果的基础上,以中国网络自制剧价值链为研究对象,从价值链的构成、成长、主要问题、优化对策等方面展开分析研究。中国网络自制剧的价值链由内容生产、市场营销、品牌运营三大环节构成。内容生产环节包含投资融资、剧本创作和拍摄制作;市场营销环节包含自制剧的宣传推广和发行;品牌运营环节包含系列产品开发、衍生产品开发、受众服务等。中国网络自制剧价值链的成长已经历了孵化期、发展期两个阶段,成长模式主要有纵向拓展、横向拓展两种,而市场驱动、政策引导、技术促进则是中国网络自制剧价值链成长的三大动因。从目前的发展状况来看,中国网络自制剧价值链在各个环节均存在问题,如自制剧产品不成熟、市场营销发力不足、品牌运营有待深化等。解决这些问题的对策是,第一,内容生产环节要加大制作资金的投入,进行类型片的多元化开发,并加强对自制剧内容品质的把关;第二,在市场营销环节,一方面要聚合线上线下的各种资源对自制剧产品进行整合推广,另一方面要充分挖掘版权分销的潜力;第三,在品牌运营环节,视频网站要做好自制剧的品牌深度开发,通过系列化延伸、衍生品开发等方式拉长自制剧的收益链,使自制剧品牌不断增值。此外,视频网站还需长期做好受众的服务工作,以增加自制剧品牌乃至其视频网站的品牌认可度。
[Abstract]:In recent years, with the help of the good momentum of the development of the Internet industry, Chinese video websites have gained rapid development, the audience scale has been increasing, and the market scale has been expanding year after year. However, with the rapid development of video websites, some problems have been exposed, such as high royalties, homogeneity, single profit model and so on. In such a background, network self-production as a new media product came into being. On the basis of the existing research results at home and abroad, this paper takes the value chain of Chinese network self-production as the research object, from the value chain composition, growth, main problems, optimization countermeasures and other aspects of the analysis and research. The value chain of Chinese self-producer consists of content production, marketing and brand operation. Content production links include investment financing, script creation and production; marketing links include the promotion and distribution of self-production; brand operation links include series product development, derivative product development, audience service and so on. The growth of the value chain of China's self-production network has gone through two stages: hatching period and developing period. The growth models are mainly vertical expansion and horizontal expansion, while the market is driven and the policy is guided. The promotion of technology is the three reasons for the growth of value chain of self-production in China. From the current development situation, there are some problems in the value chain of self-production in China, such as immature self-production products, insufficient marketing power, brand operation to be deepened, and so on. The countermeasures to solve these problems are as follows: first, the content production links should increase the investment of production funds, carry out diversified development of genre films, and strengthen the control of the content quality of self-produced plays; second, in the marketing link, On the one hand, it is necessary to aggregate all kinds of online and offline resources to integrate and promote the self-produced production products; on the other hand, it is necessary to fully tap the potential of copyright distribution; third, in the link of brand operation, video websites should do a good job in the in-depth development of the brand of self-produced drama. Through the series extension, derivatives development and other ways to lengthen the chain of income of self-production, so that the brand of self-production continuously added value. In addition, video websites also need to do a good job of audience services for a long time, in order to increase the brand recognition of their own drama brands and even their video sites.
【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

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