中国在线视频自制剧营销策略研究
发布时间：2018-11-05 11:51
【摘要】：自2009年第一部在线视频自制剧上线播放,在线视频网站历经五年沉淀后,蓄势待发,推出高品质的自制剧,根据互联网的用户思维从PC端逐渐渗透到移动端,从免费观看模式逐渐发展成会员制和海外发行,自制剧是在线视频网站转型后主要支撑视频内容之一。作为成熟的市场化竞争机制背景下产生的自制剧,其产生的原因、商品本质及未来发展趋势是本文的主要研究内容。基于在线视频网站自制剧的商品属性,本文从市场营销学的角度,并借鉴国内外学者相关研究,对中国在线视频网站自制剧进行解读,借助市场营销学的4P理论,将在线视频网站自制剧作为一个独立产品分析其市场价值,系统梳理和总结在线视频网站自制剧的产品本质和商业模式,并从中探索未来的发展方向。围绕在线视频网站自制剧的市场营销学研究,本文主要通过调查法追踪近四年(2012-2015)各大在线视频网站自制剧的发展情况,从中进行深度分析,并采访从事在线视频网站自制剧的相关人物,获取一手资料,进行客观研究；通过个案研究的方法,解读真实案例。本文总共七个章节：第一章为绪论部分,阐明选题背景和意义、梳理国内外相关研究、说明本文研究框架；第二章至第六章是本文的核心篇章,从市场营销学的4P理论分别剖析在线视频网站自制剧的产品、利润、渠道、推广策略,探究它的商品本质；第七章,笔者凭借自身对互联网的认知及根据前面的理论研究,预测在线视频网站自制剧营销趋势。通过对在线视频网站自制剧的研究,笔者认为在市场化发展不断成熟的背景下,在线视频网站必将全产业链发展,以追求更大利润为目的而不断完善直至形成成熟的商业模式。而自制剧在自我完善的过程中,必将成为在线视频网站的核心优势,吸引忠实用户,以视频播放和商品售卖的形式成为在线视频网站的核心收入来源之一。
[Abstract]:Since the first online video screenplay in 2009, the online video site after five years of precipitation, ready to launch high-quality self-production, according to the Internet user thinking from the PC end gradually infiltrated to the mobile side, From a free viewing model to membership and overseas distribution, self-production is one of the main support video content after the transformation of online video sites. As a mature market-oriented competition mechanism under the background of self-production, the causes of its production, commodity nature and future development trend is the main research content of this paper. Based on the commodity attribute of online video website self-production, this paper, from the angle of marketing and drawing lessons from domestic and foreign scholars, interprets the self-production of Chinese online video website, and makes use of the 4P theory of marketing. This paper analyzes the market value of online video website self-production as an independent product, systematically combs and summarizes the product essence and business model of online video website self-production, and explores the future development direction. Focusing on the marketing research of online video website self-production, this paper mainly tracks the development of self-production of online video website in the past four years (2012-2015) through investigation method, and carries on the in-depth analysis from it. And interview the online video site self-production of characters, get first-hand information, objective research; Through the method of case study, the interpretation of real cases. There are seven chapters in this paper: the first chapter is the introduction part, which clarifies the background and significance of the topic, combs the relevant research at home and abroad, and explains the research framework of this paper; The second to sixth chapters are the core chapters of this paper, from the 4p theory of marketing to analyze the products, profits, channels, promotion strategies of online video websites, and explore its commodity nature; In the seventh chapter, the author predicts the marketing trend of online video website based on his own understanding of the Internet and the previous theoretical research. Through the research of the online video website self-production, the author thinks that under the background of the market-oriented development, the online video website will develop the whole industry chain, and perfect and form a mature business model with the aim of pursuing more profits. In the process of self-improvement, self-production will become the core advantage of online video websites, attract loyal users, and become one of the core revenue sources of online video websites in the form of video play and merchandise sales.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F
本文编号：2312001
[Abstract]:Since the first online video screenplay in 2009, the online video site after five years of precipitation, ready to launch high-quality self-production, according to the Internet user thinking from the PC end gradually infiltrated to the mobile side, From a free viewing model to membership and overseas distribution, self-production is one of the main support video content after the transformation of online video sites. As a mature market-oriented competition mechanism under the background of self-production, the causes of its production, commodity nature and future development trend is the main research content of this paper. Based on the commodity attribute of online video website self-production, this paper, from the angle of marketing and drawing lessons from domestic and foreign scholars, interprets the self-production of Chinese online video website, and makes use of the 4P theory of marketing. This paper analyzes the market value of online video website self-production as an independent product, systematically combs and summarizes the product essence and business model of online video website self-production, and explores the future development direction. Focusing on the marketing research of online video website self-production, this paper mainly tracks the development of self-production of online video website in the past four years (2012-2015) through investigation method, and carries on the in-depth analysis from it. And interview the online video site self-production of characters, get first-hand information, objective research; Through the method of case study, the interpretation of real cases. There are seven chapters in this paper: the first chapter is the introduction part, which clarifies the background and significance of the topic, combs the relevant research at home and abroad, and explains the research framework of this paper; The second to sixth chapters are the core chapters of this paper, from the 4p theory of marketing to analyze the products, profits, channels, promotion strategies of online video websites, and explore its commodity nature; In the seventh chapter, the author predicts the marketing trend of online video website based on his own understanding of the Internet and the previous theoretical research. Through the research of the online video website self-production, the author thinks that under the background of the market-oriented development, the online video website will develop the whole industry chain, and perfect and form a mature business model with the aim of pursuing more profits. In the process of self-improvement, self-production will become the core advantage of online video websites, attract loyal users, and become one of the core revenue sources of online video websites in the form of video play and merchandise sales.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F
【参考文献】
相关期刊论文 前1条
1 高澜;;《纸牌屋》引领电视业步入融媒时代[J];今传媒;2014年09期
，本文编号：2312001
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2312001.html
