微电影盈利模式研究

发布时间：2018-05-20 05:44

本文选题：微电影 + 盈利模式　；参考：《昆明理工大学》2014年硕士论文

【摘要】：随着新媒体技术和数字媒介传播模式的发展,新媒体形式不断地大量涌现,数字化的传播形式改变了原有信息的储存、接收、处理以及传播形式,改变了人们的传统生活方式和消费习惯,正是在这种技术背景下出现了微电影。微电影的传播速度快、门槛低、草根性强等特性改变了当今受众对传统电影、电视剧以及对传统广告姿态认同,微电影也因此步入了一个平民化、自由化和互动化的崭新时代。各界人士都纷纷进入微电影界,想要在这一领域分得一杯羹,而广告主更愿意选择这种新兴的媒体形式作为传播媒介,这种新的媒体形式不仅带来了社会价值,也为企业广告主带来了不可小觑的商业价值。而实际上,微电影产业尚属于新兴产物的状态,各方面的发展还未完善,由为重要的是微电影盈利模式并不健全。微电影当前具有高涨的人气,也不能将其转化为巨额的利润,虽然可以为微电影盈利模式构建“价值网络关系”,但也很难找到“关系”背后巨大的商业价值。因此,为微电影寻求适合它的盈利模式,实现一个最为完善的盈利模式网络,是成为我国微电影产业长久发展的当务之急。首先,本文对微电影的基本概念,包括微电影概念的界定、产生的背景、发展的历程和发展趋势等进行解析,总结微电影本身.所具备的优势,以及正在逐渐形成独特的产业链。其次,本文对微电影盈利模式的基本理论和盈利模式基本要素的概念进行了界定研究,同时对微电影产业链与现有的盈利模式进行分析和阐述。并明确地对微电影盈利模式的研究现状和当今微电影市场格局进行了较为全面分析,总结了阻碍微电影产业发展的最大障碍之一就是微电影盈利模式模糊,部分微电影盈利要素不完整,现有的盈利模式不足以支撑整个微电影产业的持续发展。最重要的是,借用斯莱沃斯基盈利模式理论为分析工具,在利润点、利润源、利润杠杆和利润屏障等四个方面详细地分析了目前我国微电影的盈利模式,并总结各个要素相互联系与交叉的盈利模式特点最后,根据前文的分析和总结,我国微电影盈利模式的特点与缺陷的研究,提出了微电影盈利模式运营的对策思考。不过,微电影产业不断发展中,还需要根据当下不同的具体情况做出相应的调整和创新,以实现真正的盈利。本文对微电影盈利模式进行了梳理并提出了相对较为合理的发展方向,希望能够对我国微电影产业的发展具有积极的作用。
[Abstract]:With the development of new media technology and digital media communication mode, new media forms are emerging in large numbers. The digital communication forms have changed the original information storage, reception, processing and dissemination. Changed people's traditional way of life and consumption habits, it is in this technical background appeared micro-film. The characteristics of micro-film, such as fast spread, low threshold and strong grassroots, have changed the audience's recognition of traditional movies, TV dramas and traditional advertising postures. Therefore, micro-films have entered a new era of populace, liberalization and interaction. People from all walks of life have entered the micro-film industry in order to get a piece of the pie in this field, and advertisers are more willing to choose this new form of media as the medium of communication. This new form of media has not only brought social value. Also for the enterprise advertisers to bring the commercial value can not be underestimated. In fact, the micro-film industry is still a state of emerging products, the development of all aspects is not perfect, the important thing is that the profit model of micro-film is not perfect. Microfilm has high popularity at present, and it can not be transformed into huge profits. Although it can build "value network relationship" for micro-movie profit model, it is difficult to find the huge commercial value behind "relationship". Therefore, it is an urgent task for China's micro-film industry to seek a profit model suitable for it and to realize the most perfect profit model network. First of all, this paper analyzes the basic concepts of micro-film, including the definition of micro-film concept, the background, the development process and the development trend, and summarizes the micro-film itself. With the advantages, and is gradually forming a unique industrial chain. Secondly, this paper defines the basic theory of micro-film profit model and the concept of the basic elements of profit model. At the same time, it analyzes and expounds the micro-film industry chain and the existing profit model. Finally, the paper makes a comprehensive analysis of the current situation of the profit model of micro film and the market pattern of micro film, and summarizes that one of the biggest obstacles to the development of micro film industry is the fuzzy profit model of micro film. Some micro-film profit factors are not complete, the existing profit model is not enough to support the sustainable development of the whole micro-film industry. The most important thing is to use Slewowski's profit model theory as an analytical tool to analyze in detail the profit model of microfilm in China in four aspects: profit point, profit source, profit lever and profit barrier. And sum up the characteristics of the profit model which each factor is related to and intersects with each other. Finally, according to the above analysis and summary, the characteristics and defects of the profit mode of micro-film in China are studied, and the countermeasures for the operation of the profit mode of micro-film are put forward. However, with the development of micro-film industry, it is necessary to adjust and innovate according to different circumstances in order to realize real profit. This paper combs the profit mode of micro film and puts forward a relatively reasonable direction of development, hoping to play a positive role in the development of micro film industry in China.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：J943

【参考文献】