斗鱼电子竞技直播频道的运营困境与突围路径研究

发布时间：2018-03-05 23:18

本文选题：电子竞技　切入点：视频直播　出处：《武汉体育学院》2017年硕士论文　论文类型：学位论文

【摘要】：自2014年以来,我国电子竞技直播频道快速发展,同时也滋生出不少行业问题。高价签约主播选手、版权问题、涉黄、恶性炒作等一系列负面事件的发生,使得电子竞技直播频道引起了社会和业界的广泛关注。本文以传播学、整合营销等理论为指导,以斗鱼电子竞技频道为主要调查对象,基于对电子竞技的历史发展与电竞频道的现状梳理,深入考察斗鱼电子竞技频道的现状、运行基础、运营结构与盈利模式,分析其繁荣背后存在的同质化严重、潜在的版权纠纷、虚假资本不足等问题,探析问题产生的频道内运营成本高,过度依赖投资、用户言论自由,媒介“把关人”角色受冲击、游戏著作权概念模糊,缺乏制度上的认定等原因,在此基础上提出跨界立体经营、开展电子商务合作、完善VIP业务提供优质服务、加大公关宣传、促进品牌营销等改进策略,以期为我国电子竞技频道的健康可持续发展提供参考借鉴。电子竞技直播频道是随着电竞产业的发展孕育而生的,它作为一种新的休闲娱乐方式广泛被观众接受。从不断突破的观众数量来看,电子竞技频道有着不可替代的存在价值。因此,研究频道的运营模式及存在的问题,分析找出对我国电子竞技频道有益的优化策略显得很有必要。这无论是对电子竞技频道自身的发展还是电子竞技产业的进步,还是新媒体在新时代下寻找新的创新点,都有着十分重要的意义,也是本研究的目的和意义所在。
[Abstract]:Since 2014, China's e-sports direct broadcast channel has developed rapidly, and at the same time has created a lot of industry problems. A series of negative events have taken place, such as the signing of high-priced anchorages, copyright issues, pornographic issues, vicious hype, and so on. This paper takes the theory of communication, integrated marketing and other theories as the guidance, taking Douyu e-sports channel as the main object of investigation. Based on the historical development of E-sports and the current situation of e-sports Channel, the paper makes a thorough investigation of the status quo, operation basis, operation structure and profit mode of the E-Athletic Channel, and analyzes the serious homogeneity behind its prosperity. Potential copyright disputes, insufficient false capital and so on. The problems caused by these problems are high operating cost in channels, excessive reliance on investment, freedom of speech of users, impact on the role of "gatekeeper" in the media, and vague concept of game copyright. On the basis of the lack of system identification and other reasons, the paper puts forward some improvement strategies, such as cross-border stereoscopic management, developing e-commerce cooperation, perfecting VIP business to provide high quality service, increasing public relations publicity, promoting brand marketing, etc. In order to provide reference for the healthy and sustainable development of e-sports channel in China, the e-sports direct broadcast channel was born with the development of e-sports industry. As a new way of leisure and entertainment, it is widely accepted by the audience. From the view of the number of the audience breakthrough, the e-sports channel has irreplaceable existence value. Therefore, the operating mode and existing problems of the channel are studied. It is necessary to analyze and find out the optimization strategy that is beneficial to our country's e-sports channel, whether it is the development of e-sports channel itself or the progress of e-sports industry, or the new media is looking for new innovation points in the new era. Are of great significance, and are also the purpose and significance of this study.
【学位授予单位】：武汉体育学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G899;G206

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