新媒体传播背景下的话剧营销

发布时间：2018-04-30 16:05

本文选题：新媒体 + 营销　；参考：《中国艺术研究院》2017年硕士论文

【摘要】：本文主要从新媒体传播角度出发,探究在新媒体这个新兴媒介领域里,对于话剧本身的制作以及营销能起到哪些作用。通过研究新媒体的特性,再对比话剧发展的历史,探索当代话剧商业发展的新模式,以及新媒体传播背景下话剧营销的未来走向。在具体研究思路上,本文从新媒体的定义入手,通过考察新媒体当下技术的发展以及对社会生活产生的影响,分析新媒体技术的优势和传播特点。再从国内话剧市场的发展历程出发,分析市场营销在国内市场的运用成效,包括文化体制改革对话剧市场营销的推进作用,以及当前话剧市场形成的多元化演出模式。讨论新媒体传播在话剧生产、制作、营销这一系列产业链所起的作用。最后结合“互联网+”的政策,展望新媒体背景下戏剧营销的未来走向,以及戏剧营销的前景。本文共分为四章。第一章主要论述新媒体的特点和发展过程,明确新媒体的含义界定,并对比新媒和传统媒体的不同,考察新媒体在传播特点和功能上的优势。为下面几章的论述做相关的理论铺垫和前提说明。第二章是本论文的重点,主要针对国内话剧市场发展的历史进程进行概括性论述,首先明确市场营销的主要概念和内容,继而论述文化体制改革对话剧市场的开放造成的影响,包括话剧市场多元化演出模式的出现以及多种市场营销模式的建立。第三章也是本论文的重点,主要探讨话剧市场同新媒体技术的结合,在话剧的创作、制作、营销三个方面所起到的作用。强调新媒体在话剧整个生产链中所占的比重。并且对比第二章话剧发展的历史,强调新媒体营销给话剧市场带来的改变,说明新媒体与话剧产业结合的紧迫性。最后阐述的是,不仅是话剧,在传统戏曲的营销上也需要新媒体的介入。第四章是展望部分,也是论文的结尾。主要结合政府当前对“互联网+”的大力提倡和相关政策制定,展望戏剧+互联网的未来走向,探寻戏剧能否顺应时代潮流,利用互联网思维对戏剧市场营销做出相应的改变。同时也指出新媒体传播在话剧营销方面存在的局限性。
[Abstract]:From the perspective of new media communication, this paper explores what role the new media can play in the production and marketing of drama itself in the field of new media. By studying the characteristics of new media and comparing the history of development of modern drama, this paper explores the new mode of commercial development of modern drama and the future trend of marketing of drama under the background of new media communication. In the specific research ideas, this paper starts with the definition of new media, analyzes the advantages and communication characteristics of new media technology by examining the development of new media technology and its impact on social life. Based on the development of the domestic drama market, this paper analyzes the application effect of marketing in the domestic market, including the promotion of cultural system reform to the marketing of drama, and the diversified performance mode formed in the present drama market. This paper discusses the role of new media communication in the production, production and marketing of drama. Finally, combined with the policy of "Internet", the future trend of drama marketing and the prospect of drama marketing under the background of new media are prospected. This paper is divided into four chapters. The first chapter mainly discusses the characteristics and development process of new media, defines the meaning of new media, compares the differences between new media and traditional media, and examines the advantages of new media in communication characteristics and functions. For the following chapters of the discussion to do the relevant theoretical cushion and the premise of the explanation. The second chapter is the focal point of this thesis, mainly focusing on the historical process of the development of domestic drama market. Firstly, it clarifies the main concepts and contents of marketing, and then discusses the impact of the cultural system reform on the opening up of the drama market. It includes the emergence of diversified performance mode in drama market and the establishment of various marketing models. The third chapter is also the focus of this paper, mainly discusses the combination of the drama market and new media technology, in the drama creation, production, marketing three aspects of the role. Emphasize the proportion of new media in the whole production chain of drama. Compared with the history of drama development in the second chapter, it emphasizes the change of new media marketing to the drama market, and explains the urgency of the combination of new media and drama industry. Finally, not only drama, but also the new media are needed in the marketing of traditional opera. The fourth chapter is the prospect part, also is the end of the paper. Combined with the government's current advocacy of "Internet" and relevant policy formulation, the author looks forward to the future trend of drama Internet, explores whether drama can conform to the trend of the times, and uses Internet thinking to make corresponding changes to drama marketing. At the same time, it also points out the limitations of new media communication in drama marketing.
【学位授予单位】：中国艺术研究院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：J824

【参考文献】