国产电视剧的新媒体营销研究

发布时间：2018-06-06 22:45

  本文选题：国产电视剧 + 新媒体营销　； 参考：《南昌大学》2015年硕士论文

【摘要】：伴随着以媒体融合为特征的多屏传播时代的到来,受众接收信息的渠道呈现多样化特点,电视媒体面临前所未有的竞争。新媒体技术使得各种媒介加紧融合,受众不再局限于与单一媒体进行互动接触,而是使用多种媒体接触信息。电视剧想要赢得更多的关注和收视,必须更新营销理念,通过使用诸如移动终端、SNS、网络平台等渠道进行新媒体营销,加强与受众之间的互动沟通。本研究以近五年的国产电视剧作为研究的样本,在研究中运用内容分析法和案例比较法,从整体上把握新媒体时代下电视剧传播面临的新态势。文章从国产电视剧新媒体营销的两大渠道为起点,重点研究国产电视剧当下的新媒体营销现状,主要是以促进互动、加强社交媒体营销、充实新媒体营销人才等为考虑因素,从而分析国产电视剧新媒体营销的策略,剖析国产电视剧新媒体营销存在的问题,最后得出在当前环境下如何使得电视剧的营销更加成功的建议,实现更为有效的新媒体营销。
[Abstract]:With the arrival of the multi-screen communication era characterized by media convergence, the channels of receiving information by the audience are diversified, and the television media is facing unprecedented competition. New media technology makes all kinds of media become more integrated, and the audience is no longer limited to interacting with a single media, but using a variety of media to access information. In order to win more attention and viewing, the TV series must renew its marketing concept and strengthen the interactive communication with the audience through the use of new media marketing channels such as mobile terminal SNS, network platform and so on. This research takes the domestic TV series of nearly five years as the research sample, in the research uses the content analysis method and the case comparison method, from the whole grasps the new situation which the teleplay dissemination faces under the new media age. Starting from the two major channels of new media marketing in domestic TV series, this paper focuses on the current situation of new media marketing in domestic TV dramas, mainly considering factors such as promoting interaction, strengthening social media marketing, enriching new media marketing talents, and so on. Then it analyzes the strategy of new media marketing of domestic TV series, analyzes the problems existing in the new media marketing of domestic TV series, and finally comes to the suggestion of how to make the marketing of TV series more successful under the current environment, so as to realize more effective new media marketing.
【学位授予单位】：南昌大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G229.2-F
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本文编号：1988407