国内视频网站自制剧存在问题及解决办法

发布时间：2018-05-07 12:11

本文选题：网络自制剧 + 视频网站　；参考：《辽宁大学》2013年硕士论文

【摘要】：随着国内各视频网站不断发展壮大，各视频网站之间的竞争也愈渐激烈，而各网站之间同质化问题却愈发严重，加之电视剧高昂的版权购买费，都使得各视频网站纷纷寻求新的出路。于是，网络自制剧走入观众的视线。这无疑为中国的影视行业注入了新鲜的血液。在中国网络剧蓬勃发展过程中，也同时存在着一些问题，如自制剧占视频网站播出视频的份额较低；出品剧集大多粗制滥造，剧情俗套单一；宣传与推广方式不当；植入式广告泛滥等。与传统电视剧行业相比，国内的网络自制剧还处在起步阶段，整个网络自制剧行业的产业链发展还不够完善：视频网站自身缺少优秀的制作团队。推广人群定位还不够明确，推广平台没有形成多媒体有效的整合。而在自制剧播放的过程中又没有做到与受众的及时互动，没有充分利用网络快速的反应机制。本文则针对目前国内网络自制剧存在的问题及问题产生的原因，为未来国内网络自制剧的发展提出一些建议。如考虑到网络媒介自身的传播优势，提出要充分增强自制方与受众的互动，，让受众真正参与到剧情的创造与效果的反馈中来，从而达到最好的传播效果；用“品牌自制剧”与“商业定制剧”的形式，来合理调整植入式广告与资金不足的问题；明确视频网站及受众的定位，做到精准传播的有效应用；还从宣传平台有效整合及运用，版权的海外推广等方面，为网络自制剧的发展，提供更好的宣传推广方式。还提出了国内网络自制剧线下衍生品的发展问题，以期能填补目前国内网络自制剧线下衍生品发展的空白，在解决资金问题的同时扩大网络自制剧的品牌影响力，为国内视频网站自制剧的发展提供更好的平台与空间。
[Abstract]:With the continuous development of domestic video websites, the competition among video websites is becoming more and more fierce, while the homogeneity problem between the websites is becoming more and more serious, in addition to the high copyright purchase cost of TV dramas. All make each video website seek new outlet one after another. As a result, the network from the production into the audience's eyes. This undoubtedly for China's film and television industry injected fresh blood. In the process of the vigorous development of Chinese network drama, there are also some problems, such as the low share of self-produced plays in the video broadcast on video websites; the majority of the production series are shoddy, the plot is simple, the propaganda and promotion methods are improper; The implantation type advertisement overflows and so on. Compared with the traditional TV series industry, the domestic network self-production is still in its infancy, the development of the industry chain of the whole network self-production industry is not perfect enough: the video website itself lacks the excellent production team. Popularizing crowd positioning is not clear enough, extension platform has not formed multimedia effective integration. However, in the process of self-production, there is no timely interaction with the audience, and the rapid response mechanism of the network is not fully utilized. According to the existing problems and the causes of the problems, this paper puts forward some suggestions for the future development of the domestic network self-production. For example, considering the communication advantages of the network media, it is proposed that the interaction between the self-made media and the audience should be fully strengthened, so that the audience can truly participate in the feedback of the plot creation and effect, so as to achieve the best communication effect; In the form of "brand self-production" and "commercial custom drama", we can reasonably adjust the problem of placement advertisement and insufficient funds, define the position of video website and audience, and make the effective application of accurate communication. From the aspects of effective integration and application of propaganda platform, overseas promotion of copyright and so on, it provides a better way of propaganda and promotion for the development of network self-production. In order to fill the gap in the development of domestic self-production online derivatives, and to solve the problem of funds and expand the brand influence of online self-production, this paper also puts forward the development of domestic self-production online derivatives. To provide a better platform and space for the development of domestic video website self-production.
【学位授予单位】：辽宁大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J905;G206

【参考文献】