网络自制节目品牌传播研究

发布时间：2018-07-01 11:58

本文选题：网络自制节目 + 品牌传播　；参考：《重庆大学》2015年硕士论文

【摘要】：随着网络技术的快速发展和互联网服务内容的不断丰富,网络视频己经成为互联网行业中不容忽视的重要服务内容之一,也是人们日常生活中不可缺少的一部分。网络自制节目的兴起也是顺应了受众市场分化的结果,但是,由于互联网相关制度的不健全导致节目质量两极分化严重,一些节目制造粗糙、内容低俗,为了吸引眼球而品味低下、缺乏艺术价值的现象屡见不鲜。再加上传统媒体在节目制作方面纷纷发力,求突破求创新,网民需求也在迅速变化,这些内外部环境因素的影响给网络自制节目的进一步发展带来了巨大的压力。然而,互联网行业也面临着日益激烈的市场竞争,网络自制节目要想在竞争中站稳脚跟,则必须打造品牌,走品牌化发展的道路。基于以上现状,论文试着站在如何对网络自制节目进行品牌传播的角度,以新闻学、传播学、品牌学、市场营销学等理论为依据,概述我国网络自制节目的发展,分析我国网络自制节目品牌传播的实践问题,为当下网络自制节目的品牌传播提供一些积极有效的策略。论文分为五个部分,第一部分提出论文选题的动因和创新点,并对网络自制节目文献进行综述,提出论文的研究方法;第二部分梳理介绍我国网络自制节目含义的界定、兴起原因、特征及存在的问题;第三部分梳理并总结网络自制节目品牌传播的研究成果及相关理论知识;第四部分以品牌传播理论为依据,分别从品牌传播主体、品牌传播对象、品牌传播内容、品牌传播渠道四个方面详细的分析国内两档典型的网络自制节目的传播要素,分别总结它们的优势和不足;第五部分根据前一章的详细分析,提出网络自制节目进行品牌传播的策略,认为品牌传播应该把握三个大的方向,即以一体化定位树立品牌整体意识、以分众化定位实现社群化传播、以多元化传播渠道完善全产业链模式。
[Abstract]:With the rapid development of network technology and the continuous enrichment of Internet service content, network video has become one of the most important services in the Internet industry, and it is also an indispensable part of people's daily life. The rise of self-made programs on the Internet is also the result of the market differentiation of the audience. However, due to the imperfect system related to the Internet, the quality of the programs is seriously polarized, some programs are made rough, and the content is vulgar. In order to attract eyeballs and taste low, lack of artistic value phenomenon is common. In addition, the traditional media in the production of programs have made efforts to break through and seek innovation, Internet users' demand is also rapidly changing, these internal and external environmental factors for the further development of home-made programs on the network has brought great pressure. However, the Internet industry is also facing increasingly fierce market competition. If the network home-made programs want to stand firm in the competition, they must build brands and take the road of brand development. Based on the above situation, the thesis tries to summarize the development of our country's network home-made programs based on the theories of journalism, communication, branding, marketing and so on, from the angle of how to carry out brand communication to the network home-made programs, and based on the theories of journalism, communication, branding, marketing and so on. This paper analyzes the practical problems of brand communication of network homemade programs in our country, and provides some positive and effective strategies for brand communication of network homemade programs. The thesis is divided into five parts. In the first part, the motivation and innovation of the topic selection are put forward, and the literature of the network homemade program is summarized, and the research method is put forward. The second part introduces the definition of the meaning of the network homemade program in our country. The reason, characteristics and existing problems; the third part combs and summarizes the research results and related theoretical knowledge of brand communication of self-made online programs; the fourth part is based on the theory of brand communication, respectively from the brand communication subject, Brand communication object, brand communication content, brand communication channel four aspects of the detailed analysis of domestic two typical network home-made program communication elements, respectively, summed up their advantages and disadvantages; the fifth part according to the previous chapter of the detailed analysis, This paper puts forward the strategy of brand communication of network self-made programs, and thinks that brand communication should grasp three major directions, that is, to establish brand consciousness by integrated positioning, and to realize community-oriented communication by focusing on diversity. Improve the mode of the whole industry chain with diversified communication channels.
【学位授予单位】：重庆大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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