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  本文選題：視頻網(wǎng)站　切入點：自制劇　出處：《南京師范大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：由于國家嚴(yán)厲打擊盜版視頻,視頻網(wǎng)站不得不購買正版版權(quán),而版權(quán)價格不斷攀升,網(wǎng)站運營成本也隨之上漲。鑒于自身發(fā)展的需要以及網(wǎng)絡(luò)用戶個性化的需求,視頻網(wǎng)站逐漸從單一的平臺提供商轉(zhuǎn)變?yōu)椤皟?nèi)容制造方+平臺提供商”。2010年國內(nèi)主流視頻網(wǎng)站開始進行內(nèi)容自制,隨著2013年美國Netflix網(wǎng)絡(luò)自制劇《紙牌屋》的成功,讓國內(nèi)視頻網(wǎng)站看到大數(shù)據(jù)技術(shù)在挖掘受眾喜好和宣傳營銷方面的成功實踐,紛紛在2014年加大了自制劇的投入。網(wǎng)絡(luò)自制劇以其超強互動性和依靠數(shù)據(jù)技術(shù)吸納用戶參與內(nèi)容生產(chǎn),與傳統(tǒng)影視劇相區(qū)別。作為一個戰(zhàn)略化的發(fā)展部署,網(wǎng)絡(luò)自制劇是視頻網(wǎng)站擺脫同質(zhì)化競爭,走向差異化發(fā)展的基礎(chǔ),有利于網(wǎng)站樹立自已的品牌節(jié)目,實現(xiàn)新的盈利增長點。然而作為新生的事物,網(wǎng)絡(luò)自制劇本身發(fā)展有創(chuàng)新的地方,也存在各種各樣的問題。本文以國外網(wǎng)絡(luò)自制劇的大數(shù)據(jù)應(yīng)用為由頭,分析美國《紙牌屋》數(shù)據(jù)挖掘技術(shù)的成功經(jīng)驗,以期對國內(nèi)網(wǎng)絡(luò)自制劇的發(fā)展提供借鑒,并重點對國內(nèi)網(wǎng)絡(luò)自制劇的內(nèi)容生產(chǎn)和營銷模式進行研究和論述,發(fā)現(xiàn)其中的創(chuàng)新點和存在的問題,最后試圖提出自已的意見和建議。視頻網(wǎng)站的自制劇要想獲得長遠(yuǎn)發(fā)展,除了依托數(shù)據(jù)挖掘技術(shù)掌握受眾喜好,還需要加強創(chuàng)作團隊的藝術(shù)創(chuàng)作能力,與傳統(tǒng)影視劇從業(yè)人員進行業(yè)務(wù)交流；增強自制劇內(nèi)容的藝術(shù)性、題材的豐富性；樹立品牌形象,掌握宣傳渠道,實現(xiàn)整合營銷,并在此基礎(chǔ)上拓展盈利渠道,不斷完善產(chǎn)業(yè)的價值鏈,以創(chuàng)造更多的價值與利潤。
[Abstract]:Because of the state's crackdown on pirated videos, video websites have had to buy genuine copyrights, and the price of copyright has been rising, and the operating costs of the sites have risen, given the needs of their own development and the individualized needs of Internet users. In 2010, the main domestic video websites began to make their own content. With the success of the Netflix self-production play House of Cards in 2013 in the United States, video websites gradually changed from a single platform provider to a "content manufacturer platform provider." Let domestic video websites see the successful practice of big data technology in excavating audience preferences and promoting marketing, In 2014, one after another, the investment of self-production was increased. As a strategic development, network self-production, with its super interactivity and relying on data technology to attract users to participate in content production, is different from traditional movies and TV dramas. Network self-production is the basis for video websites to get rid of homogeneity competition and develop into differentiation, which is helpful for websites to set up their own brand programs and realize new profit growth. However, as a new thing, In this paper, the successful experience of data mining technology in the United States "House of Cards" is analyzed, based on the application of big data in foreign network self-production. In order to provide reference for the development of domestic network self-production, and focus on the domestic network self-production of content production and marketing model for research and discussion, find out the innovative points and existing problems, Finally, the author tries to put forward his own opinions and suggestions. In order to obtain long-term development of the video website, in addition to relying on the data mining technology to master audience preferences, it is also necessary to strengthen the artistic creative ability of the creative team. To communicate with the traditional film and TV drama practitioners; to enhance the artistry of the content and the richness of the subject matter; to establish the brand image, to grasp the propaganda channels, to realize integrated marketing, and to expand the profit channels on this basis, Constantly improve the industrial value chain to create more value and profit.
【學(xué)位授予單位】：南京師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G206-F

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相關(guān)期刊論文 前1條

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本文編號：1567501