供给侧改革视域下网络视频直播的发展策略研究

发布时间：2017-12-27 14:08

本文关键词：供给侧改革视域下网络视频直播的发展策略研究　出处：《浙江传媒学院》2017年硕士论文　论文类型：学位论文

【摘要】：作为一种全新的互联网文化形态,网络视频直播业在资本的热捧下出现了爆发式的增长,尽管盈利能力尚显薄弱,但行业内已涌现300多家直播平台。在激烈的市场抢夺中,直播平台的社会负效应也开始增多,政府相关部门陆续出台政策进行规制,但仍难扼制直播的乱象。本文首先对网络视频直播的发展概况进行梳理,对其概念、特点、区别进行界定,明确了网络视频直播的内涵;其次,对网络视频直播兴起的背景进行了探究,重点从技术、用户、网络经济层面分析了网络视频直播勃兴的缘起;然后基于行业生命周期理论,判定了我国网络视频直播行业发展所处的各个阶段:从2008年的出现直播网站开始进入了市场培育期,随着游戏直播平台的爆发在2014年进入了快速成长期,到了2017年,直播行业已从成长期过渡到成熟期;就现阶段出现的需求旺盛而供给错配的态势,文章基于供给侧管理的视角,从供给商、供给内容、供给服务、供给政策这四个部分剖析了直播业供方存在的问题;最后针对性的以供给侧改革理论为基础,从存量调整、全要素生产率提高和增量培育三个方面,具体提出了网络视频直播供给侧改革的方向和途径。
[Abstract]:As a new form of Internet culture, the online video live industry has seen explosive growth under the popularity of capital. Although the profitability is still weak, more than 300 live platforms have emerged in the industry. Rob in the fierce market, live the negative effects of social platform also began to increase, the relevant government departments have issued policy regulation, but still difficult to curb the chaos live. The development of network video broadcast firstly to sort out the definition of its concept, characteristic, difference, defines the connotation of network video broadcast; secondly, the network video broadcast the background of inquiry, focuses on the analysis of origin of network video broadcast from the development of technology, users, network economy and industry life; based on the theory of the cycle, China's network video broadcast in each stage of the development of the industry: from 2008 appear live sites began to enter the market, with the outbreak of the game broadcast platform in 2014 entered the stage of rapid growth, to 2017, broadcast industry has been growing to maturity stage; the demand supply mismatch situation, the supply side management based on the perspective from the supplier, supply, supply, supply policy service contents of these four parts This paper analyzes the problems existing in the direct seeding industry supplier, and finally, based on the supply side reform theory, from the three aspects of stock adjustment, total factor productivity improvement and incremental cultivation, specifically puts forward the direction and way of the reform of the supply side of the network video live broadcast.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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