近三年中国纯网综艺节目研究（2014-2016）

发布时间：2018-11-08 08:11

【摘要】：伴随着视频应用网站的蓬勃发展,综艺节目的形式上出现了一种全新的节目模式,即纯网综艺节目。所谓纯网综艺,是指完全依据互联网生态特性研发、制作和播出的综艺节目。纯网综艺来源于互联网文化,根据网络受众的喜爱的节目形态安排节目类型、节目主题、主持人和嘉宾以及包装风格等,以期在视频网站激烈的竞争中获得较高点击率和关注度。相较于传统的电视综艺节目,纯网综艺节目更加具备互联网的文化基因,是新媒体时代网络文化的成长容器与表现平台。2014年至2016年,是中国纯网综艺节目快速发展的三年,各大视频网站为了在新媒体产业竞争中脱颖而出,纷纷加大精力投入到纯网综艺节目的制作中。面对内容同质化、人才稀缺、资金不足等问题,视频网站不得不强化生产模式,选择具有品牌特色的纯网综艺制作方向,积极寻求差异化竞争策略,借以应对资源同质化带来的发展瓶颈。纯网综艺节目与传统电视综艺节目在内容上有着明显不同,纯网综艺突破了传统媒体的思维惯性和规则束缚去制作节目内容,更迎合当下网络受众需求。在主题的选择上更加大胆、更加开放,结合当下流行的网络元素,吸引更多年轻受众的关注。同时,纯网综艺节目的类型相比电视综艺更加丰富、更加细化。另外,主持人和嘉宾的突破性效果,包装风格所呈现的网络化视听效果,都是它备受关注的原因。相较于传统的电视综艺节目,纯网综艺在营销推广上积极运用互联网营销思维。随着互联网技术的高速发展,社会已进入大数据时代,纯网综艺节目利用大数据进行分析,根据不同类型的收视群体制定不同的营销策略,从而开展精确化的营销。并借助弹幕与社交平台进行互动宣传,同时,纯网综艺创新独特的广告植入手段等营销策略的运用也让观众在接受广告时,提升了体验感。
[Abstract]:With the vigorous development of the video application website, a new program mode has appeared in the form of variety show, that is, pure network variety show. The so-called net variety arts, refers to the research and development, production and broadcast of variety programs according to the ecological characteristics of the Internet. Pure net variety art originates from the Internet culture, according to the network audience's favorite program form arrangement program type, the program theme, the host and the guest, as well as the packing style and so on, In order to get a high click rate and attention in the fierce competition of video websites. Compared with traditional TV variety shows, pure web variety shows have the cultural genes of the Internet and are the growth container and expression platform of network culture in the new media era. From 2014 to 2016, it was three years of rapid development of China's pure network variety shows. In order to stand out in the competition of the new media industry, the video websites have increased their efforts in the production of pure network variety shows. Faced with the problems of homogenization of content, scarcity of talents and lack of funds, video websites have to strengthen their production mode, choose the production direction of pure web variety arts with brand characteristics, and actively seek the competitive strategy of differentiation. In order to deal with the development bottleneck caused by the homogenization of resources. Pure network variety show is obviously different from traditional TV variety show in content. Pure network variety arts break through the traditional media thinking inertia and rules to produce program content, and meet the needs of the current network audience. In the choice of themes more bold, more open, combined with the current popular elements of the network to attract more young audience attention. At the same time, the types of pure network variety show than TV variety more rich, more detailed. In addition, the host and guest breakthrough effect, packaging style presented by the network audio-visual effect, it is the cause of concern. Compared with the traditional TV variety show, net variety arts actively use Internet marketing thinking in marketing promotion. With the rapid development of Internet technology, the society has entered the era of big data. The pure network variety show is analyzed by big data, and different marketing strategies are formulated according to different types of audience groups, so as to carry out accurate marketing. And with the help of screen and social platform for interactive propaganda, at the same time, pure web variety art innovation unique advertising placement means and other marketing strategies, let the audience in the acceptance of advertising, enhance the sense of experience.
【学位授予单位】：湖南科技大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G222

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