主流媒体网络视听节目发展的市场分析

发布时间：2018-08-18 13:43

【摘要】：随着互联网的普及和发展,网络视频日益改变着人们的网络生活形态,成为最受欢迎的网络服务之一。网络视频市场首先形成于商业视频网站,经历六年的生存与淘汰、整合与洗牌之后,格局初定。2009年,国家广电总局率众传统主流媒体进驻网络视频市场,大力发展网络视听节目,如今已过三年,它们身处怎样的行业环境?具备何种竞争力?如何运营和发展?这都是本文研究的重点。本文引言部分对文章的关键概念进行了定义,对网络视频市场的发展特征做了详细的阐述,并指出本文研究的主要内容及意义所在。第一章运用迈克尔·波特的五力分析模型,对网络视频的行业环境做出分析,由于行业门槛较高,外部竞争压力相对较小,而由于用户粘性低、盗版横行等问题,行业内部竞争格外激烈。第二章从内容、品牌、资本及政策方面对主流媒体发展网络视听节目的优势和劣势进行了分析。由于内容定位的不同,主流媒体的网络视听节目凭借在新闻资讯以及正版独家内容方面的优势,与商业视频网站进行差异化经营战略。得益于“台网绑定”的模式,主流媒体网络视听节目的发展在品牌、资本和政策上都有得天独厚的优势,正所谓“背靠大树好乘凉”。第三章从“攻”“防”两端对主流媒体网络视听节目的市场营销策略进行分析,发现受制度限制,主流媒体在营销方面不如商业媒体积极活跃,缺乏创新和危机意识,这也是为什么主流媒体的网络视听节目在发展了三年之后,仍然游离于受众视线以外,缺少品牌认知度的原因之一。第四章从广告收入、用户付费及内容授权三个方面对主流媒体网络视听节目发展的盈利模式进行了探析。目前,商业视频网站均报亏损,基本没有实现盈利,文中采用三种通行的模式进行分析,认为内容授权模式是主流媒体应大力尝试的路线。第五章对主流媒体网络视听节目发展的市场前景进行了展望,认为合作是当前视频网站发展的主流,积极尝试与同行合作、与他行合作,实现资源的优化配置,提高自身竞争力。
[Abstract]:With the popularization and development of the Internet, the network video is changing people's network life form day by day and becoming one of the most popular network services. The network video market was first formed in commercial video websites. After six years of survival and elimination, integration and reshuffle, the pattern was initially decided. In 2009, the State Administration of Radio, Film and Television led a large number of traditional mainstream media to enter the network video market. Develop network audiovisual program energetically, now have passed 3 years, what kind of industry environment are they in? What kind of competitiveness is there? How to operate and develop? This is the focus of this paper. The introduction defines the key concepts of the article, describes the characteristics of the development of the network video market in detail, and points out the main content and significance of this paper. The first chapter uses Michael Porter's five-force analysis model to analyze the industry environment of network video. Because of the higher industry threshold, the relatively small external competition pressure, but due to low user stickiness, piracy and other problems. Competition within the industry is particularly fierce. The second chapter analyzes the advantages and disadvantages of the mainstream media in the development of network audiovisual programs from the aspects of content, brand, capital and policy. Because of the difference of content orientation, the mainstream media network audio-visual programs are different from commercial video websites by virtue of their advantages in news information and authentic exclusive content. Thanks to the "network binding" model, the development of mainstream media network audiovisual programs has unique advantages in brand, capital and policy. The third chapter analyzes the marketing strategy of the mainstream media network audio-visual programs from both ends of "attack" and "defense", and finds that the mainstream media is less active in marketing than commercial media, lacking in innovation and crisis consciousness. This is one of the reasons why the mainstream media network audiovisual programs, after three years of development, are still out of sight of the audience and lack brand recognition. Chapter four analyzes the profit model of the development of mainstream media network audio-visual programs from three aspects: advertising revenue, user payment and content authorization. At present, commercial video websites all report losses, basically have not realized profit, this article adopts three kinds of prevailing mode to carry on the analysis, thinks that the content authorization mode is the mainstream media should try hard the route. The fifth chapter looks forward to the market prospect of the development of the mainstream media network audio-visual programs, thinks that the cooperation is the mainstream of the current video website development, actively tries to cooperate with peers, cooperate with other banks to achieve the optimal allocation of resources. Improve one's own competitiveness.
【学位授予单位】：华中师范大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：G206

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