网络IP剧的问题和产业发展策略研究

发布时间：2018-04-15 23:05

本文选题：网络IP剧 + 产业发展　；参考：《曲阜师范大学》2017年硕士论文

【摘要】：当前社会,随着资本积累的加速和信息技术的发展,影视行业正在发生着重大变化。移动终端发展迅速、智能化时代来临,网民规模急剧上涨,视频网站数量不断增多,网络视频平台的出现改变了以往的观影模式,网剧层出不穷,网络影视行业的竞争愈演愈烈。受制于目前影视行业编剧市场鱼龙混杂、参差不齐的现状,好的剧本资源缺乏、千金难求。于是对于强势IP的抢占成了行业趋势,IP热潮随之来临,网络IP剧正是这一时代背景下的产物。本文分为四章对网络IP剧的概念、现状、问题和发展策略进行论述。第一章主要对网络IP剧的概念加以概述,并根据目前市场上网络IP剧的投放情况分析了网络IP剧的特点并分类。第二章具体阐述网络IP剧的发展现状并分析了其产生和发展的背景,党的十八届三中全会之后,对于文化产业的扶持和改革政策为网络IP剧的出现和发展创造了春天,经济技术和社会文化的进步加速了网络IP剧的发展进程。本章重点分析了腾讯、优酷、搜狐、爱奇艺、乐视五大具有代表性的主流网络视频平台的IP改编之路。第三、四两章为本文的重点章节,第三章对于目前整个网络IP剧市场存在的问题进行了讨论。目前,网络IP剧仍处在起步阶段,在发展中存在很多问题,同质化现象严重,创作价值观缺失,缺乏优秀的制造团队,产业链不够完善,推广平台也没有进行有效的整合,这些因素都制约着网络IP剧的发展。第四章对于网络IP剧未来的产业发展方向提供了策略借鉴。通过借鉴国内外的优秀案例,从整个产业链着手分析网络IP剧产业链的上、中、下游各个环节。上游环节以创意开发和IP的筛选的为主,中游环节以影片制作、推广、盈利为主,下游环节以价值深挖、衍生品的开发为主。针对网络IP剧目前产业发展模式存在的问题和产生问题的原因进行分析,对未来产业发展提供策略上的建议。提出构建超级IP,打造产业生态闭环的理念。网络IP剧要想获得最优发展,就要以内容为核心竞争力,树立品牌形象,掌握宣传渠道,实现整合营销,并在此基础上拓展盈利渠道,不断完善价值链系统,以创造更多的价值与利润。
[Abstract]:At present, with the acceleration of capital accumulation and the development of information technology, the film and television industry is undergoing great changes.With the rapid development of mobile terminals and the advent of intelligent era, the scale of Internet users has risen sharply, the number of video websites has been increasing, and the appearance of network video platforms has changed the past mode of watching films, and network plays have emerged in endlessly.The competition of network film and television industry is becoming more and more fierce.Constrained by the current film and television industry screenwriter market mixed, uneven status quo, lack of good script resources, difficult to obtain money.So the preemption of strong IP has become the trend of the industry and IP upsurge. Network IP drama is the product of this era.This paper is divided into four chapters to discuss the concept, current situation, problems and development strategies of network IP drama.In the first chapter, the concept of network IP drama is summarized, and the characteristics and classification of network IP drama are analyzed according to the current situation of network IP drama in the market.The second chapter elaborates the current situation of the development of network IP drama and analyzes the background of its emergence and development. After the third Plenary session of the 18th CPC Central Committee, the policy of supporting and reforming the cultural industry has created spring for the emergence and development of the network IP drama.The progress of economic technology and social culture accelerates the development of network IP drama.This chapter focuses on the IP adaptation of five representative mainstream network video platforms, Tencent, Youku, Sohu, iqiyi and Letv.The third and fourth chapters are the key chapters of this paper. The third chapter discusses the problems existing in the whole network IP drama market.At present, network IP drama is still in its infancy, and there are many problems in its development, such as serious homogeneity, lack of creative values, lack of excellent manufacturing team, imperfect industrial chain, and lack of effective integration of the promotion platform.These factors are restricting the development of network IP drama.The fourth chapter provides the strategic reference for the future development direction of network IP drama.By drawing on the excellent cases at home and abroad, this paper analyzes the upper, middle and downstream links of the network IP drama industry chain from the whole industry chain.The upstream link to creative development and IP screening, the middle link to film production, promotion, profitability, downstream links to the value of deep digging, derivatives development.This paper analyzes the problems existing in the current industrial development mode of network IP drama and the causes of the problems, and provides some suggestions for the future industrial development.Put forward the idea of constructing super IPs and creating industrial ecological closed loop.If the network IP drama wants to obtain the best development, it must take the content as the core competitive power, establish the brand image, master the propaganda channel, realize the integration marketing, and on this basis expand the profit channel, continuously perfect the value chain system.To create more value and profit.
【学位授予单位】：曲阜师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206;G124

【参考文献】