视频网站爱奇艺自制节目研究

发布时间：2018-06-01 21:50

本文选题：视频网站 + 爱奇艺　；参考：《新疆大学》2015年硕士论文

【摘要】：互联网时代的来临一步步地改写着人们的收视习惯和观念,比起做传统媒体的被动接受者和电视节目的“守望者”,人们更愿意主动去找寻自己感兴趣的节目内容。视频网站自制节目以其收视时间、地点的随意性和内容、形式的多元性成为众多网民的新宠。对于视频网站而言,自制节目一方面缓解了天价购剧的版权压力,降低了过度依赖外来内容的风险;另一方面,帮助实现视频网站的差异化竞争,打造自身的品牌符号,是一座“可持续挖掘”的新金矿。2011年,爱奇艺抢先试水内容自制,开始实施一周七日,每日一档自制节目不间断播出的“综艺大日播”策略。在网络自制节目的竞争平台上,爱奇艺在内容自制战略方面的积累和深耕优势凸显:吸引了大批铁杆粉拥趸和广告客户竞相投资,更是在2013年揽获了充分证明其自制实力的“最佳原创视频栏目出品方”的大奖。本文以“爱奇艺自制节目”为研究对象,把研究重点聚焦在自制节目概念、爱奇艺自制内容、自制节目优势及营销策略等方面。通过对爱奇艺自制战略和自制内容现状的分析、梳理,提炼其精华供网络自制行业借鉴,发现其不足并提出相应的改进对策。鉴于当下激烈的视频网站竞争格局,本论题的研究目的在于帮助完善爱奇艺自制内容和营销策略已有的优势,同时针对其发展过程中呈现出的软肋和不足之处提出解决之策,对爱奇艺自制节目未来的发展进行展望。
[Abstract]:With the advent of the Internet era, people are rewriting their viewing habits and concepts step by step. Instead of being passive receivers of traditional media and "watchmen" of TV programs, people are more willing to actively seek out the content of programs they are interested in. The video website homemade program has become the new favorite of many netizens for its random viewing time, place, content and form. For video websites, home-made shows on the one hand alleviates the copyright pressure on sky-high prices and reduces the risk of over-reliance on foreign content; on the other hand, it helps to achieve the differentiated competition of video sites and create their own brand symbols. It is a new gold mine of "sustainable excavation". In 2011, iqiyi preempted water content and began to implement the "Variety Big Day" strategy, which is broadcast continuously on a weekly, daily basis, seven days a week. On the competitive platform of online home-made programs, iqiyi's accumulation and deep ploughing advantage in content homemade strategy highlights: it has attracted a large number of hard-core fans and advertisers to compete for investment. It also won the best original video show in 2013. This paper focuses on the concept of homemade program, the content of homemade iqiyi, the advantages of homemade program and marketing strategies. Based on the analysis of the strategy and content of iqiyi self-made, this paper summarizes and extracts its essence for reference by the network self-made industry, finds out its deficiency and puts forward the corresponding improvement countermeasures. In view of the current fierce competition pattern of video websites, the purpose of this thesis is to help improve the advantages of iqiyi homemade content and marketing strategies, and at the same time, to put forward solutions to the weaknesses and shortcomings in the process of its development. The future development of iqiyi homemade program is prospected.
【学位授予单位】：新疆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222

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