网络原创文学营销传播研究
发布时间：2019-03-25 10:53
【摘要】： 本文以网络原创文学为研究对象。通过对其相关概念——网络文学、网络出版的研究与比较,总结出网络原创文学的定义及内涵,指出其应该是综合了两者的特性,并突出网络原创性的事物。在此基础上,比较分析了日韩、欧美及中国的网络原创文学发展现状,指出了中国网络原创文学相比较其他国家,产业化发展更为迅猛,产业延伸更为深远的特点。但是产业发展至今,众多的矛盾与弱点益发明显,针对网络原创文学产业的专业营销机构也处于萌芽阶段。 现阶段,盛大、完美时空等企业对于产业的投入成为产业整合营销实践的重要支持和保障。抓住网络原创文学消费者特点、文学文本特点,增加产业与消费者的接触点,加大接触点管理力度,突破整合营销桎梏问题,建立一条新的系统性、专业性的产业链成为营销的关键。
[Abstract]:In this paper, the original literature of the network is the research object. Through the research and comparison of its related concepts, network literature and network publishing, the definition and connotation of the original literature of the network are summarized, and it is pointed out that it should be the characteristic of the two, and to highlight the original things of the network. On the basis of this, the present situation of the development of the network original literature in Japan, Korea, Europe and America and China is compared and analyzed, and it is pointed out that the original literature of the Chinese network is more rapid and the industry extends far-reaching characteristics compared with other countries. However, since the development of the industry, many contradictions and weaknesses have become obvious, and the professional marketing organization aiming at the original literary industry of the network is also in the bud stage. At present, the big and perfect time-space and other enterprises' investment in the industry is an important support of the industry integration marketing practice And to establish a new system and professional industry chain as the marketing.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G206-F;I0-05
本文编号：2446902
[Abstract]:In this paper, the original literature of the network is the research object. Through the research and comparison of its related concepts, network literature and network publishing, the definition and connotation of the original literature of the network are summarized, and it is pointed out that it should be the characteristic of the two, and to highlight the original things of the network. On the basis of this, the present situation of the development of the network original literature in Japan, Korea, Europe and America and China is compared and analyzed, and it is pointed out that the original literature of the Chinese network is more rapid and the industry extends far-reaching characteristics compared with other countries. However, since the development of the industry, many contradictions and weaknesses have become obvious, and the professional marketing organization aiming at the original literary industry of the network is also in the bud stage. At present, the big and perfect time-space and other enterprises' investment in the industry is an important support of the industry integration marketing practice And to establish a new system and professional industry chain as the marketing.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2010
【分类号】：G206-F;I0-05
【引证文献】
相关硕士学位论文 前1条
1 吕融融;原创文学网站多元化经营的SWOT分析[D];华中师范大学;2012年
，本文编号：2446902
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