同业竞争视野下我国视频网站自制节目发展研究

发布时间：2018-01-28 08:30

本文关键词： 视频网站自制节目发展现状发展建议　出处：《重庆工商大学》2016年硕士论文　论文类型：学位论文

【摘要】：随着网络发展对受众影响的不断加深,受众的观看习惯渐渐从传统媒体电视向不受时间和地点限制的新媒体平台上转移。受众不再是被动的接受者,他们开始主动去搜索自己感兴趣的节目,这给视频网站发展带来了契机。但随着视频网站的不断发展,出现了愈发严重的同质化竞争以及网络版权价格不断上涨的问题,同时,受众需求越来越多,广告商寻求更精准的广告投放方式,这一系列问题都迫使视频网站打破现有发展模式,扩展业务,寻找一条更健康的发展之路。这时,在新媒体发展的冲击和相关政策的刺激下,我国视频网站的自制节目应运而生。视频网站自制节目具有节目形式娱乐化程度高、节目互动性强等特点,拥有成本低廉、多样盈利的优势,各大视频网站如何利用自身平台优势,走差异化道路,在同业竞争中占得一席之地,在视频网站市场分得一杯羹,是目前面临的最大挑战。视频网站自制节目要借助网络的大数据平台,利用符合网民碎片化习惯、内容形式多样化等优势,打造更多精品节目,提高对受众的站粘性,塑造品牌。本文试图从同业竞争的视野,结合国内外学者的研究,探讨视频网站自制节目的定义、现状及发展,分析自制节目特征和优势,找出发展过程中存在的问题,提出发展策略。
[Abstract]:With the increasing influence of the network development on the audience, the viewing habits of the audience gradually shift from the traditional media television to the new media platform, which is not limited by time and place. The audience is no longer a passive receiver. They started to search for programs they were interested in, which brought opportunities for the development of video sites, but with the continuous development of video sites. More and more serious homogeneity competition and rising network copyright prices, at the same time, more and more demand from the audience, advertisers seek more accurate way of advertising. This series of problems force video websites to break the existing development model, expand business, and find a more healthy way of development. At this time, under the impact of the development of new media and related policies. The homemade programs of Chinese video websites come into being. The home-made programs of video websites have the advantages of low cost and various profits because of their high entertainment level and strong interactivity. The major video sites how to use their own platform advantages, take the road of differentiation, in the competition in the same industry to occupy a place, in the video site market to get a piece of the soup. It is the biggest challenge that the video website faces at present. The self-made program of video website should use the big data platform of the network, make use of the advantage of meeting the netizen's fragmentation habit, the content form is diversified, and so on, to create more high-quality programs. This paper attempts to explore the definition, status quo and development of home-made programs in video websites from the perspective of peer competition and the research of domestic and foreign scholars. This paper analyzes the features and advantages of self-made programs, finds out the problems existing in the process of development, and puts forward the development strategies.
【学位授予单位】：重庆工商大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：G222

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