基于网络状产业链的真人秀节目运行机制研究

发布时间：2018-01-11 00:13

本文关键词：基于网络状产业链的真人秀节目运行机制研究　出处：《江西财经大学》2015年硕士论文　论文类型：学位论文

【摘要】：21世纪的前十年是电视真人秀在全球范围内快速发展的阶段。2005年随着《超级女声》的出现,真人秀节目呈现出井喷式地增长,真人秀节目的影响力也跨入了一个新的台阶。这一节目彻底改变了中国电视娱乐节目的格局。尤其2013年《爸爸去哪儿》的出现,不仅再次刷新了真人秀节目的商业价值,并且也具备了较强的社会价值。然而伴随着新技术的发展,新媒体在电视内容的传播和营销中占据越来越重要的地位,移动终端大范围的使用也改变了传统媒体的传播方式和接收方式。新的媒介环境发生变化,受众的需求以及接收信息习惯的变化,导致电视节目传统产业链也发生了很大的变化,这种变化体现为产业链的线性结构逐步扩散,形成了新的网络架构。产业链的网络状结构能够合理利用系统内所有资源,表现出了附加价值最大化和全面营销的特点。网络状产业链对真人秀节目产业发展有良好的推动作用,但也出现了新的问题,其中的主要问题有:由于分工不合理出现的创新机制不健全和缺少长期品牌建设问题,衍生品市场开发带来的合作与竞争中出现了信任问题以及产业链发展不均衡引起的利益分配不均问题等。从产业链视角来看待这些问题,我们需要完善真人秀节目的产业链构架,保障运行机制良好运作,即需要创新价值生成机制,强化信任机制,重建利益分配机制。价值生成机制即提升真人秀节目产业链的系统价值,解决品牌建设和创新能力的问题,其核心在于深化模块化分工。在电视产业需通过“制播分离”的方式,分解产业链核心模块以及不断开发新模块来达成。信任机制是产业链网状结构中各模块通过合作和竞争形成的共识,它是产业链稳定运行的基础。而模块间的合作和竞争需要产业链具备一定规模,在真人秀节目产业中体现为各模块的合作策略和竞争策略。合作策略需要通过扩大产业链网络结构的规模,不断延伸产业链;竞争策略则是通过市场优胜劣汰,促进优势模块的发展。利益分配机制是产业链运行的保障,确保产业链顺利运行。在网络状产业链中,价值贡献度、谈判力、价值网络环境都决定着利益的分配,但价值贡献度起主导作用。在真人秀节目产业链中甚至在文化产业中,内容都是其核心的价值,也就是说,价值贡献度最高的是内容,其外在形式的体现即节目版权。利益分配机制主要是通过版权收益的合理分配来实现的。结合国外版权产业的经验,我国的版权制度需要在协同制作的基础上,通过政府和市场的双重作用来决定利益的归属。作者对真人秀节目运行机制进行了分析,仅就核心问题展开论述,必然存在问题阐述不全面、宏观性不足的缺憾。未来将会继续关注真人秀节目的发展,思考产业化进程中问题,通过实践或研究进一步关注。
[Abstract]:The first decade of 21th century was a period of rapid global growth for reality TV. In 2005, with the emergence of Super Girl, reality TV showed an explosion of growth. The influence of reality shows has also entered a new stage. This program has completely changed the pattern of Chinese TV entertainment programs, especially the appearance of where to Dad in 2013. It not only refreshes the commercial value of reality TV, but also has strong social value. However, with the development of new technology, new media plays an increasingly important role in the dissemination and marketing of TV content. The wide use of mobile terminals has also changed the traditional media transmission and reception methods. The new media environment has changed, the needs of the audience and the change of the habits of receiving information. As a result, the traditional industrial chain of TV programs has also undergone great changes, which is reflected in the gradual diffusion of the linear structure of the industrial chain. A new network structure has been formed. The network structure of the industry chain can make use of all the resources in the system reasonably. It shows the characteristics of maximization of added value and overall marketing. The network industry chain has a good role in promoting the development of reality show industry, but there are also new problems. Among them the main problems are: because of the unreasonable division of labor innovation mechanism is not perfect and lack of long-term brand building problem. There are trust problems in the cooperation and competition brought about by the development of derivatives market and the uneven distribution of benefits caused by the unbalanced development of the industrial chain, etc. These problems are viewed from the perspective of the industrial chain. We need to improve the reality show industry chain framework to ensure the good operation of the mechanism, that is, we need to innovate the value generation mechanism, strengthen the trust mechanism. Reconstruction of benefit distribution mechanism. Value generation mechanism is to enhance the system value of reality show industry chain, to solve the problem of brand building and innovation ability. Its core is to deepen the modular division of labor. In the television industry, it is necessary to separate the production and broadcasting. Decomposition of the core modules of the industrial chain and the continuous development of new modules to achieve. Trust mechanism is the industry chain network structure through cooperation and competition of each module formed a consensus. It is the foundation of the steady operation of the industrial chain, and the cooperation and competition among modules need a certain scale of the industrial chain. In reality show industry, the cooperation strategy and competition strategy of each module are embodied. The cooperation strategy needs to extend the industry chain by expanding the scale of the network structure of the industry chain; The competitive strategy is to promote the development of the advantage module through the market survival of the fittest. The benefit distribution mechanism is the guarantee of the operation of the industrial chain to ensure the smooth operation of the industrial chain. In the network industrial chain, the contribution of value, negotiation power. Value network environment determines the distribution of benefits, but the value contribution plays a leading role. In the reality show industry chain, even in the cultural industry, the content is its core value, that is to say. The highest value contribution is the content, whose external form is the program copyright. The benefit distribution mechanism is mainly realized through the rational distribution of copyright income. Combined with the experience of foreign copyright industry. The copyright system of our country needs to decide the ownership of interests through the dual role of the government and the market on the basis of co-production. The author analyzes the running mechanism of reality TV programs and only discusses the core issues. In the future, we will continue to pay attention to the development of reality TV programs, think about the problems in the process of industrialization, and pay further attention to them through practice or research.
【学位授予单位】：江西财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G222-F

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