我国微电影的传播特征与盈利方式探析

发布时间：2018-02-22 01:04

本文关键词： 微电影传播特征盈利方式衍生产品　出处：《中国青年政治学院》2013年硕士论文　论文类型：学位论文

【摘要】：微电影作为一种独立的文化形态，具有其独一无二的传播特征。微电影的发展，既要强调它“强内容、重传播”的过程，又要充分开掘其商业价值。微电影要盈利，不仅要靠前置性消费来支撑，更要强调衍生产品的“吸金”能力，因为后者具有更强的持续性。电影衍生产品是电影产业链上极其重要的一环，好莱坞等国际电影工业对这一环节的开发已经非常成熟，而我国才刚刚起步，仍然处在前产业化阶段。很多人说，在我国传统电影还没有充分发掘市场潜力的前提下谈论微电影的衍生产品有点为时过早，但在全球化背景下，随着我国微电影产业的发展，，微电影衍生产品市场的发展势在必行，这也符合微电影与生俱来的商业性质。本文共分为四章，第一章介绍了研究背景及文献综述，然后提出问题并解释所使用的研究方法。第二章通过对比微电影与传统电影和广告的区别，重新界定了微电影的概念，并阐述了我国微电影的特征及发展现状。第三章运用“5W”模式分析微电影的传播特征，得出微电影可以在传统电影和广告之外开发一片市场“蓝海”，为下一章有针对性地提出解决之道做铺垫。第四章主张注重微电影的产业化发展，完善其商业模式。本文主要运用长尾理论，通过分析现有的盈利模式，从产业链的角度得出应该加强微电影衍生产品开发的结论，提出政府、视频网站、从业者、网民四方联动，共同营造良好的微电影市场环境。
[Abstract]:Microfilm, as an independent cultural form, has its unique characteristics of communication. The development of micro-film should emphasize its process of "strong content, re-spread" and fully exploit its commercial value. We should not only rely on leading consumption to support it, but also emphasize the ability of derivative products to "absorb money", because the latter has stronger sustainability. Film derivatives are an extremely important link in the film industry chain. The international film industry, such as Hollywood, has been very mature in the development of this link, but China has just started and is still in the pre-industrialization stage. Many people say, It is a little too early to talk about derivative products of micro-film under the premise that Chinese traditional film has not fully exploited the market potential, but in the context of globalization, with the development of micro-film industry in China, The development of micro-film derivative market is imperative, which is also in line with the commercial nature of micro-film. This paper is divided into four chapters. The first chapter introduces the research background and literature review, then puts forward the questions and explains the research methods used. The second chapter redefines the concept of micro-film by comparing the difference between micro-film and traditional film and advertisement. The third chapter analyzes the communication characteristics of microfilm by using "5W" mode. It is concluded that micro-film can develop a market "blue sea" in addition to traditional films and advertisements, paving the way for the next chapter to put forward solutions. Chapter 4th advocates to pay attention to the industrialization development of micro-films. Improve its business model. This article mainly uses the long tail theory, through the analysis of the existing profit model, draws the conclusion from the angle of the industry chain that we should strengthen the microfilm derivative product development, and proposes the government, the video website, the practitioner, Netizens four-party linkage, together to create a good micro-film market environment.
【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】：2013
【分类号】：J905;G206

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