网络直播平台运营方式及优化策略研究
发布时间：2018-12-25 16:47
【摘要】：互联网发展初期,信息大多通过文字、图片来表达,但这二者都是浅度的信息交互。到了信息大爆炸时代,碎片化的文字和图片已经无法解决深度社交的问题。伴随着社交媒体、智能手机、4G网络的发展,网络视频直播由此应运而生。网络直播是一种新兴的高互动性视频娱乐,如今的直播平台已经进入了“随走、随看、随播”的3.0移动视频直播时代,越来越多的人愿意参与其中,直播并分享自己的生活,全民直播渐成趋势。2016年被誉为“中国网络直播元年”,直播平台超过200家,用户人数达3亿,市场规模超过150亿元,网络直播作为新兴的社交方式正引发一场新的媒介革命,直播平台也成为新一轮互联网巨头和创业者们争夺的主战场,网络直播进入全面爆发的阶段。由此,对网络直播课题的研究被提上日程,如何把直播这一新服务平台利用好、发展好成为大家共同讨论的话题。本文立足于网络直播这个主题,对其运营方式及优化策略进行探讨和分析。安排结构为五章,第一章阐述了网络直播的概念、分类和发展历程。第二章分析了网络直播盛行的原因。从网络直播盛行的必然性和自身优势、环境优势进行分析,自身优势列举了网络直播具有真实性、体验性、互动性、信息承载性和实时性的特点;环境优势从资本的强力注入、直播市场出现空缺、技术呈现跨越式发展和网络对直播内容的包容性进行分析。第三章研究了网络直播平台的运营方式,主要从直播平台的运行和经营两个方面进行探讨。网络直播的运行主要从直播平台、周边产业、内容生产者和内容消费者四个方面分析了其产业链结构,网络直播的经营方面主要探讨了其盈利方式,具体从礼物机制、广告收入、游戏产业链和“直播+”新型盈利方式进行探讨。第四章列举了网络直播平台的运营瓶颈,综合分析来看,限制网络直播行业发展的瓶颈主要有二,其一是运行中低质视频充斥直播屏幕以致造成社会不良影响,具体包括行业准入门槛低、商业逻辑与文化逻辑存在冲突、直播平台监管落后三个问题。其二是经营中经济压力大导致平台发展困难,具体包括直播内容同质化严重、社交不足导致消费转化率有限、资本涌入和宽带成本过高三个问题。第五章针对第四章提出的运行和经营层面的问题具体提出了在今后的直播过程中要提高主播行业准入门槛、优化相关政策法规、完善平台监管机制、推进直播平台的垂直化和泛平台化、激活直播平台的交互性和加快行业整合六个优化策略和整改意见。相信在社会各界的共同努力下,网络直播行业会越来越壮大,我们的视野也会越来越宽阔。
[Abstract]:At the beginning of the development of the Internet, most of the information was expressed by text and pictures, but both of them were shallow information interaction. In the age of the Big Bang Theory, fragmented text and pictures have failed to solve the problem of deep social interaction. With the development of social media, smart phone, 4G network, live video on the network came into being. Webcast is a new kind of interactive video entertainment. Today's live broadcasting platform has entered the "go with go, watch, watch with broadcast" mobile video broadcasting era, more and more people are willing to participate in it. Live broadcast and share their own lives, popular live broadcast is becoming a trend. 2016 is known as "the first year of online live broadcasting in China." there are more than 200 live broadcast platforms with 300 million users and a market scale of more than 15 billion yuan. As a new social way, webcast is leading to a new media revolution, and the live broadcast platform has become the main battleground for the new round of Internet giants and entrepreneurs, and it has entered the stage of full-scale explosion. As a result, the research on webcast has been put on the agenda, how to make good use of the new service platform of live broadcasting, and how to develop it has become a common topic of discussion. Based on the theme of webcast, this paper discusses and analyzes its operation mode and optimization strategy. The first chapter describes the concept, classification and development of webcast. The second chapter analyzes the reasons for the prevalence of webcast. Based on the analysis of the inevitability of the prevalence of webcasting and its own advantages and environmental advantages, this paper enumerates the characteristics of its authenticity, experience, interactivity, information carrying capacity and real time. Environmental advantage from the strong injection of capital, live broadcast market vacancies, technological leapfrogging development and network analysis of the inclusion of live broadcast content. The third chapter studies the operation mode of the webcast platform, mainly from two aspects: the operation and management of the platform. The operation of webcast mainly analyzes the structure of its industrial chain from four aspects: live broadcast platform, peripheral industry, content producer and content consumer. The management aspect of webcast mainly discusses its profit mode, specifically from the gift mechanism. Advertising revenue, game industry chain and "live" new profit way to discuss. The fourth chapter enumerates the operation bottleneck of the webcast platform. According to the comprehensive analysis, there are two main bottlenecks restricting the development of the webcast industry. One is that the running low quality video is flooded with the live broadcast screen, resulting in adverse social impact. It includes three problems: low entry threshold, conflict between commercial logic and cultural logic, and backward supervision of live broadcast platform. The other is that the development of platform is difficult due to economic pressure, including serious homogeneity of live broadcast content, limited conversion rate of consumption due to social insufficiency, capital influx and high cost of broadband. In the fifth chapter, in view of the problems in operation and management raised in chapter 4, the author puts forward that in the process of direct broadcast in the future, we should raise the entrance threshold of the anchorages industry, optimize the relevant policies and regulations, and improve the supervision mechanism of the platform. Promote the vertical and pan-platform of the platform, activate the interaction of the platform and accelerate the industry integration of six optimization strategies and corrective opinions. I believe that under the joint efforts of all sectors of society, webcast industry will grow stronger, our vision will be wider and wider.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
本文编号：2391376
[Abstract]:At the beginning of the development of the Internet, most of the information was expressed by text and pictures, but both of them were shallow information interaction. In the age of the Big Bang Theory, fragmented text and pictures have failed to solve the problem of deep social interaction. With the development of social media, smart phone, 4G network, live video on the network came into being. Webcast is a new kind of interactive video entertainment. Today's live broadcasting platform has entered the "go with go, watch, watch with broadcast" mobile video broadcasting era, more and more people are willing to participate in it. Live broadcast and share their own lives, popular live broadcast is becoming a trend. 2016 is known as "the first year of online live broadcasting in China." there are more than 200 live broadcast platforms with 300 million users and a market scale of more than 15 billion yuan. As a new social way, webcast is leading to a new media revolution, and the live broadcast platform has become the main battleground for the new round of Internet giants and entrepreneurs, and it has entered the stage of full-scale explosion. As a result, the research on webcast has been put on the agenda, how to make good use of the new service platform of live broadcasting, and how to develop it has become a common topic of discussion. Based on the theme of webcast, this paper discusses and analyzes its operation mode and optimization strategy. The first chapter describes the concept, classification and development of webcast. The second chapter analyzes the reasons for the prevalence of webcast. Based on the analysis of the inevitability of the prevalence of webcasting and its own advantages and environmental advantages, this paper enumerates the characteristics of its authenticity, experience, interactivity, information carrying capacity and real time. Environmental advantage from the strong injection of capital, live broadcast market vacancies, technological leapfrogging development and network analysis of the inclusion of live broadcast content. The third chapter studies the operation mode of the webcast platform, mainly from two aspects: the operation and management of the platform. The operation of webcast mainly analyzes the structure of its industrial chain from four aspects: live broadcast platform, peripheral industry, content producer and content consumer. The management aspect of webcast mainly discusses its profit mode, specifically from the gift mechanism. Advertising revenue, game industry chain and "live" new profit way to discuss. The fourth chapter enumerates the operation bottleneck of the webcast platform. According to the comprehensive analysis, there are two main bottlenecks restricting the development of the webcast industry. One is that the running low quality video is flooded with the live broadcast screen, resulting in adverse social impact. It includes three problems: low entry threshold, conflict between commercial logic and cultural logic, and backward supervision of live broadcast platform. The other is that the development of platform is difficult due to economic pressure, including serious homogeneity of live broadcast content, limited conversion rate of consumption due to social insufficiency, capital influx and high cost of broadband. In the fifth chapter, in view of the problems in operation and management raised in chapter 4, the author puts forward that in the process of direct broadcast in the future, we should raise the entrance threshold of the anchorages industry, optimize the relevant policies and regulations, and improve the supervision mechanism of the platform. Promote the vertical and pan-platform of the platform, activate the interaction of the platform and accelerate the industry integration of six optimization strategies and corrective opinions. I believe that under the joint efforts of all sectors of society, webcast industry will grow stronger, our vision will be wider and wider.
【学位授予单位】：河北大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206
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