影视新媒体的商业模式研究

发布时间：2018-05-23 08:27

本文选题：影视产业 + 新媒体　；参考：《山东师范大学》2013年硕士论文

【摘要】：随着数字技术和互联网技术的变革,影视产业的发展轨迹悄然发生了改变,新媒体打破了影视产业一直被电视台、电影院等传统媒体垄断的局面,给影视产业的多元化发展注入了新鲜活力。对于影视产业来说,这既是机遇也是挑战。但面对新媒体带来的巨大潜在市场,影视产业在这一新兴媒体平台上的发展却陷入了怪圈,一味的追赶模仿竞争对手导致的内容同质化、用户忠诚度低、盈利模式单一等问题成为影视产业在新媒体平台发展的阻力。在经过几年的快速发展后,影视新媒体产业正处在发展的十字路口,简单的扩大规模和市场份额已经无法帮助企业获得长久的发展,如何在众多竞争对手中提高价值创造能力,拓展生存空间成为竞争的主题。本文尝试在理论研究的基础上,探索出适应影视新媒体产业特点的商业模式创新策略,从而为影视新媒体提高市场竞争能力,拓展未来发展空间提供理论和实践的参考。商业模式是企业利用稀有资源、组织利益相关者提供产品或服务,使企业保持竞争优势,并对企业将来的发展具有指导作用的体系。影视新媒体产业在新媒体时代有其自身的发展特点,包括低参与门槛激发观众的参与性、创造性；多元化的传播渠道打破媒介霸权的格局；“去中心化”的传播模式增强互动性并满足个性化需求；“内容为王”成为行业共识。影视产业在互联网媒体、手机媒体和数字电视媒体等新兴媒体平台的发展情况和存在的问题主要是价值主张不明确,缺乏行业特点；目标客户区分度低,缺乏差异竞争力；业务模式单一,难以满足多变的市场需求；资源配置模式不合理,影响产业的健康发展；缺乏有效的盈利模式,盈利水平过低。因此,影视新媒体企业商业模式的创新应该从细分目标市场,引领客户潜在需求；创新接触管理,拓展用户接触渠道；加强跨媒体合作,打造高效产业价值链；创新盈利模式,提高盈利水平四大路径进行。
[Abstract]:With the transformation of digital technology and Internet technology, the development track of the film and television industry has quietly changed. The new media has broken the situation in which the film and television industry has been monopolized by traditional media, such as television stations, cinemas and other traditional media. The diversified development of the film and television industry has injected fresh vitality. For the film and television industry, this is both an opportunity and a challenge. However, in the face of the huge potential market brought by new media, the development of film and television industry on this new media platform has fallen into a strange circle, blindly chasing and imitating the content homogenization caused by competitors, and low user loyalty. The single profit model has become the resistance to the development of the film and television industry in the new media platform. After several years of rapid development, the film and television new media industry is at the crossroads of development, simple expansion of the scale and market share can no longer help enterprises to obtain long-term development, how to improve the value creation ability among many competitors. Expanding the living space has become the theme of competition. On the basis of theoretical research, this paper attempts to explore the innovative strategy of business model adapting to the characteristics of new media industry in film and television, so as to provide a theoretical and practical reference for new media to improve its market competitiveness and expand its future development space. Business model is a system in which enterprises make use of scarce resources, organize stakeholders to provide products or services, enable enterprises to maintain their competitive advantages, and play a guiding role in the future development of enterprises. The film and television new media industry has its own development characteristics in the new media era, including the low threshold of participation to stimulate audience participation, creativity, diversification of communication channels to break the pattern of media hegemony; The communication mode of "decentralization" enhances the interaction and meets the individualized demand, and "content is king" becomes the consensus of the industry. The development and problems of film and television industry in Internet media, mobile phone media and digital TV media are mainly due to the lack of specific value proposition, lack of industry characteristics, low differentiation of target customers, lack of differential competitiveness, and the following problems: (1) the development of new media platforms, such as Internet media, mobile phone media and digital TV media, etc. The single business model is difficult to meet the changing market demand; the resource allocation model is unreasonable, which affects the healthy development of the industry; the lack of effective profit model, the profit level is too low. Therefore, the innovation of the business model of the new media enterprises in film and television should be based on subdividing the target market, leading the customers' potential demand, innovating the contact management, expanding the user's contact channels, strengthening cross-media cooperation, building the efficient industrial value chain, and innovating the profit model. Raise profit level to carry on four major paths.
【学位授予单位】：山东师范大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

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