市场化背景下国产电视剧的传播研究

发布时间：2018-01-25 18:16

本文关键词： 国产剧市场化新传播方式营销手段　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：电视剧作为国家文化象征的组成部分,承载着越来越重要的文化传播职能。自中国政府开始重视文化产业发展以来,国产剧在中国影视行业市场上不断崛起,结合各类营销方式,以及运用新传播方式,促进了国产剧的快速发展。本文分为五章,第一章阐述了国产剧在“引进”时期的现状与发展。上世纪后期,中国打开国门,开始了电视剧的引进时期。西方电视剧,港台剧,日韩剧都曾占领过中国市场,影响这一代人。第二章,国产剧的崛起现状,以及对韩剧成功发展模式的借鉴。韩国电视剧的成功营销,韩国文化的成功传播引起了国内学者的重视,关于其文化传播的研究论文蔚为大观。韩剧的成功营销和传播,引起了中国政府和文化产业的重视,中国也开始大力扶持本国文化产业,中国国产剧开始崛起。第三章则主要分析了国产剧崛起的原因,影视产业开始运用精准营销,口碑营销,受众营销等营销手段,使国产电视剧重新占领本国影视产业市场。国产剧的传播方式也不断更新,社会化媒体——微博,论坛贴吧,“移动”广告的投放等传播手段的应用,使国产剧得到了更好的传播效果。国产电视剧不论是在营销手段,新传播方式的运用,以及文化层面的改良都使得国产剧的质量显著提高,国产剧成为中国影视市场的主力军。第四章从国产剧的市场传播特点出发,阐述了国产剧发展上的创新,与改良。本文通过四章研究了了国产剧从引进到崛起的原因,分析了市场化传播,营销手段,新传播方式的应用对国产剧快速发展的推动作用。国产剧的迅猛发展重新夺回了中国影视产业中的大部分市场份额。
[Abstract]:As a part of national cultural symbol, TV dramas are carrying more and more important cultural communication function. Since the Chinese government began to attach importance to the development of cultural industry, domestic drama has been rising in the Chinese film and television industry market. Combined with all kinds of marketing methods, as well as the use of new means of communication to promote the rapid development of domestic drama. This paper is divided into five chapters, the first chapter describes the current situation and development of domestic drama in the period of "introduction". In 0th century, the late period. China opened the door to the country, began the period of the introduction of TV dramas. Western TV dramas, Hong Kong and Taiwan dramas, Japanese and South Korean dramas have occupied the Chinese market, affecting this generation. Chapter two, the rise of domestic drama status. The successful marketing of Korean TV series and the successful dissemination of Korean culture have attracted the attention of domestic scholars. The successful marketing and dissemination of Korean dramas has aroused the attention of the Chinese government and the cultural industry, and China has also begun to vigorously support its cultural industry. The third chapter mainly analyzes the reasons for the rise of domestic drama, the film and television industry began to use precision marketing, word of mouth marketing, audience marketing and other marketing means. Domestic TV series re-occupy the domestic film and television industry market. The dissemination of domestic drama is also constantly updated, social media-Weibo, forum posts, "mobile" advertising and other means of communication applications. Domestic TV series, whether in the marketing means, the use of new means of communication, as well as the improvement of the cultural level, make the quality of domestic drama significantly improved. Domestic drama has become the main force of Chinese film and television market. Chapter 4th sets out the innovation in the development of domestic drama from the characteristics of the market communication of domestic drama. Through four chapters, this paper studies the causes of the rise of domestic drama from the introduction to the analysis of market-oriented communication, marketing means. The application of the new mode of communication has promoted the rapid development of domestic drama, which has retaken most of the market share of Chinese film and television industry.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G229.2

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