论网络视频自制节目《大牌驾到》的节目特色
发布时间：2019-05-08 00:44
【摘要】：我国视频行业自2005年起发展至今已有近10年,在经过数轮洗牌后,我国视频网站形成了稳定的行业格局。然而,高昂的视频内容版权费用和同质化的节目内容始终阻碍着视频行业的发展。为了在激烈的市场竞争中脱颖而出,视频网站将内容自制作为突出重围的战略。随着视频网站的不断探索,网络视频自制节目逐渐从最初的试水阶段走向成熟期,与早期的网络视频自制内容相比,目前我国视频网站的视频自制内容呈现出新的特点,不再是低成本、低门槛的“DIY”作品,而是逐步走向专业化、规模化,同时,自制内容的版权优势逐步凸显,盈利模式走向多元化。视频网站参与到视频内容生产,逐渐由过去单一的视频供应商转向了内容生产、供应和营销的全产业链,实现了从平台向媒体的转变。在当前的媒介环境下,我国视频自制节目的发展利大于弊,机遇大于挑战,然而,网络视频自制内容在发展的过程中仍存在着很多问题,需要通过不断地探索和反思,才能使网络视频自制节目走上良性发展的道路。本文在对现有的国内外文献资料进行整理后,结合笔者自身在视频网站的工作经验,对网络视频自制节目的内容制作创新和推广营销策略进行研究和分析。本研究主要以视频产业链中的内容生产制作、传播平台和内容营销为宏观视角,同时对具体的节目制作特点、营销策略和商业模式等微观角度进行具体研究。本研究主要通过文献分析法对已有的国内外文献进行梳理和分析,形成本研究的基础;使用内容分析法对目前主流视频网站的自制内容进行分析,以把握目前我国网络视频自制节目的总体发展情况;另外,本文使用个案分析法,对网络视频自制节目《大牌驾到》的内容创新及推广营销策略进行个案研究,为视频自制节目的发展策略提供实例参考。目前我国网络视频自制仍处于发展阶段,技术的发展和媒介的发展使其有着日新月异的变化,及时把握网络视频自制内容的新特点和视频行业的发展趋势,能使网络视频行业获得持续的竞争优势,也能为我国视频行业的未来发展提供完善路径。
[Abstract]:China's video industry has been developed since 2005 for nearly 10 years. After several rounds of shuffling, video websites in China have formed a stable pattern of the industry. However, the development of video industry has been hindered by the high cost of copyright and homogeneous content. In order to stand out from the fierce market competition, video site self-control content as a prominent strategy. With the continuous exploration of the video website, the self-made programs of network video gradually move from the initial water test stage to the mature stage. Compared with the early self-made content of the network video, the self-made video content of the video websites in our country presents new characteristics at present. It is no longer a low-cost, low-threshold "DIY" work, but gradually towards specialization and scale. At the same time, the copyright advantage of self-made content is gradually highlighted, and the profit model is becoming diversified. Video websites are involved in the production of video content, gradually from a single video supplier in the past to the whole industry chain of content production, supply and marketing, realizing the transformation from platform to media. In the current media environment, the development of home-made video programs in our country has more advantages than disadvantages and more opportunities than challenges. However, there are still many problems in the development of self-made content of network video, which need to be explored and reconsidered continuously. Can make the network video self-made program on the road of benign development. In this paper, after sorting out the existing domestic and foreign literature and combining with the author's own work experience in the video website, the research and analysis of the network video home-made program content production innovation and promotion marketing strategy are carried out. This research mainly focuses on the content production, dissemination platform and content marketing in the video industry chain. At the same time, the specific program production characteristics, marketing strategy and business model are studied in detail. This study mainly through the literature analysis of the existing domestic and foreign literature to sort out and analysis, forming the basis of this study; The content analysis method is used to analyze the home-made content of the current mainstream video websites in order to grasp the overall development of the domestic network video home-made programs. In addition, using the case analysis method, this paper makes a case study on the content innovation and promotion marketing strategy of the self-made network video program, which provides an example reference for the development strategy of the self-made video program. At present, our country network video self-made is still in the development stage, the technology development and the media development make it have the rapid change with each passing day, timely grasps the network video self-made content new characteristic and the video industry development trend, Can make the network video industry obtain the sustained competitive advantage, also can provide the consummation path for the future development of our country video industry.
【学位授予单位】：中国青年政治学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222
本文编号：2471491
[Abstract]:China's video industry has been developed since 2005 for nearly 10 years. After several rounds of shuffling, video websites in China have formed a stable pattern of the industry. However, the development of video industry has been hindered by the high cost of copyright and homogeneous content. In order to stand out from the fierce market competition, video site self-control content as a prominent strategy. With the continuous exploration of the video website, the self-made programs of network video gradually move from the initial water test stage to the mature stage. Compared with the early self-made content of the network video, the self-made video content of the video websites in our country presents new characteristics at present. It is no longer a low-cost, low-threshold "DIY" work, but gradually towards specialization and scale. At the same time, the copyright advantage of self-made content is gradually highlighted, and the profit model is becoming diversified. Video websites are involved in the production of video content, gradually from a single video supplier in the past to the whole industry chain of content production, supply and marketing, realizing the transformation from platform to media. In the current media environment, the development of home-made video programs in our country has more advantages than disadvantages and more opportunities than challenges. However, there are still many problems in the development of self-made content of network video, which need to be explored and reconsidered continuously. Can make the network video self-made program on the road of benign development. In this paper, after sorting out the existing domestic and foreign literature and combining with the author's own work experience in the video website, the research and analysis of the network video home-made program content production innovation and promotion marketing strategy are carried out. This research mainly focuses on the content production, dissemination platform and content marketing in the video industry chain. At the same time, the specific program production characteristics, marketing strategy and business model are studied in detail. This study mainly through the literature analysis of the existing domestic and foreign literature to sort out and analysis, forming the basis of this study; The content analysis method is used to analyze the home-made content of the current mainstream video websites in order to grasp the overall development of the domestic network video home-made programs. In addition, using the case analysis method, this paper makes a case study on the content innovation and promotion marketing strategy of the self-made network video program, which provides an example reference for the development strategy of the self-made video program. At present, our country network video self-made is still in the development stage, the technology development and the media development make it have the rapid change with each passing day, timely grasps the network video self-made content new characteristic and the video industry development trend, Can make the network video industry obtain the sustained competitive advantage, also can provide the consummation path for the future development of our country video industry.
【学位授予单位】：中国青年政治学院
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222
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