發(fā)布時(shí)間：2018-03-07 17:45

  本文選題：網(wǎng)絡(luò)自制劇　切入點(diǎn)：視頻網(wǎng)站　出處：《內(nèi)蒙古大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：隨著互聯(lián)網(wǎng)時(shí)代科技的快速發(fā)展,媒介融合的步伐推動(dòng)了影視劇藝術(shù)形態(tài)的多樣化變革,基于互聯(lián)網(wǎng)平臺(tái)成長起來的網(wǎng)絡(luò)自制劇,擁有了網(wǎng)絡(luò)時(shí)代開放、包容的特點(diǎn)。從2008年誕生發(fā)展至今,快速發(fā)展的網(wǎng)絡(luò)自制劇成為了互聯(lián)網(wǎng)空間里最流行最受歡迎的藝術(shù)形態(tài)之一,尤其是自2014年至今,隨著制作規(guī)模的逐漸擴(kuò)大,網(wǎng)絡(luò)自制劇已經(jīng)從小眾文化藝術(shù)形態(tài)上升為了大眾文化藝術(shù)形態(tài),在受眾群體中擁有了主流的影響力,以超高點(diǎn)擊量的發(fā)展態(tài)勢引起了受眾的熱議和業(yè)內(nèi)的高度關(guān)注,逐漸成為了國內(nèi)各大視頻網(wǎng)站在差異化發(fā)展轉(zhuǎn)型過程中的重要力量。本文以2015年和2016年的網(wǎng)絡(luò)自制劇為研究對象,共分五個(gè)部分進(jìn)行研究,從發(fā)展脈絡(luò)、內(nèi)容生產(chǎn)、營銷模式以及未來的產(chǎn)業(yè)化發(fā)展幾方面進(jìn)行分析和闡述,結(jié)合典型個(gè)案的分析研究,對這一發(fā)展時(shí)期網(wǎng)絡(luò)自制劇在內(nèi)容生產(chǎn)和營銷模式方面的新變化和新特征進(jìn)行了歸納和分析。近幾年,網(wǎng)絡(luò)技術(shù)和帶寬發(fā)展迅速,網(wǎng)絡(luò)自制劇發(fā)展逐漸成熟,UGC模式與PGC模式的結(jié)合程度進(jìn)一步加深,共同為網(wǎng)絡(luò)自制劇的內(nèi)容生產(chǎn)提供了助力。除了與傳統(tǒng)影視劇一樣,具備連貫的故事線之外,大數(shù)據(jù)的運(yùn)用使得網(wǎng)絡(luò)自制劇在前期籌備過程中能夠緊緊抓住用戶的關(guān)注熱點(diǎn),選擇制作題材與內(nèi)容,使用戶參與的程度加深,在網(wǎng)絡(luò)自制劇的制作過程中,則充分體現(xiàn)了 PGC的生產(chǎn)模式,傳統(tǒng)的和新興的專業(yè)影視制作公司的加入,使網(wǎng)絡(luò)自制劇的質(zhì)量得到保證,同時(shí)近幾年的網(wǎng)絡(luò)自制劇在投資規(guī)模、受眾群體、劇集時(shí)長和演員陣容等方面也取得了巨大的進(jìn)步,使得網(wǎng)絡(luò)自制劇朝主流化的發(fā)展前景更進(jìn)一步。作為視頻網(wǎng)站戰(zhàn)略部署的重要內(nèi)容,除了擁有優(yōu)質(zhì)內(nèi)容,營銷環(huán)節(jié)同樣重要。近幾年,網(wǎng)絡(luò)自制劇的商業(yè)廣告植入方式越來越新穎與多樣,網(wǎng)劇反輸電視臺(tái)的模式越來越成熟,網(wǎng)絡(luò)自制劇利用社交化的互動(dòng)媒體平臺(tái),開展全方位的營銷與多屏聯(lián)動(dòng)模式,同時(shí)推進(jìn)對網(wǎng)劇衍生品的開發(fā),從而進(jìn)一步推動(dòng)視頻網(wǎng)站的品牌化建設(shè)步伐,實(shí)現(xiàn)視頻網(wǎng)站新的盈利模式。網(wǎng)絡(luò)自制劇的未來發(fā)展,要重視大數(shù)據(jù)技術(shù)的應(yīng)用,加強(qiáng)制作團(tuán)隊(duì)的藝術(shù)創(chuàng)作能力,豐富題材內(nèi)容的選擇;拓展宣傳渠道,開發(fā)網(wǎng)劇衍生品,推進(jìn)網(wǎng)劇的全產(chǎn)業(yè)鏈?zhǔn)桨l(fā)展,進(jìn)行整合營銷,推進(jìn)視頻網(wǎng)站品牌化建設(shè)。
[Abstract]:With the rapid development of science and technology in the Internet era, the pace of media convergence has promoted the diversification of the art form of film and television drama. Since its birth in 2008, the rapid development of online self-production has become one of the most popular and popular art forms in Internet space, especially since 2014, with the gradual expansion of the scale of production. The network self-production has risen from the minority culture and art form to the popular culture and art form, has the mainstream influence in the audience group, has aroused the audience hot discussion and the industry high attention with the super click quantity development situation. It has gradually become an important force in the process of the development and transformation of the major video websites in China. This paper takes the self-production of the network on 2015 and 2016 as the research object, which is divided into five parts, from the development context, content production, The marketing model and the development of industrialization in the future are analyzed and elaborated, combined with the analysis of typical cases. This paper sums up and analyzes the new changes and new features in content production and marketing mode of network self-production during this development period. In recent years, network technology and bandwidth have developed rapidly. The development of network self-production has gradually matured and the combination of UGC mode and PGC mode has been further deepened, which together provides a power for the content production of network self-production. In addition to the traditional film and television drama, it has a coherent story line. Big data's application makes the network self-production in the early preparation process can grasp the user's attention hot spot tightly, selects the production subject matter and the content, causes the user to participate the degree deepening, in the network self-production production process, It fully reflects the production mode of PGC, the participation of traditional and emerging professional film and television production companies, which ensures the quality of network self-production, and at the same time, the scale of investment and audience groups of the network self-production in recent years. Great progress has also been made in terms of the length of the series and the cast, which has further promoted the development of self-directed online dramas towards the mainstream. As an important part of the strategic deployment of video websites, besides having high-quality content, The marketing link is equally important. In recent years, the commercial advertising implantation methods of online self-production have become more and more novel and diverse, the mode of anti-transmission of network drama has become more and more mature, and the network self-production takes advantage of social interactive media platform. Carry out a comprehensive marketing and multi-screen linkage mode, at the same time promote the development of online drama derivatives, so as to further promote the brand construction of video websites, and realize the new profit model of video websites. We should attach importance to the application of big data's technology, strengthen the artistic creation ability of the production team, enrich the choice of the subject matter, expand the propaganda channels, develop the network drama derivatives, promote the whole industry chain development of the network drama, and carry on the integrated marketing. Promote brand construction of video website.
【學(xué)位授予單位】：內(nèi)蒙古大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G229.2

【參考文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前10條

1 王一博;我國網(wǎng)絡(luò)自制劇的營銷策略研究[D];天津師范大學(xué);2016年

2 張冬艷;“5W模式”下我國網(wǎng)絡(luò)自制劇傳播特征研究[D];天津師范大學(xué);2015年

3 藺方博;網(wǎng)絡(luò)自制劇發(fā)展研究[D];四川師范大學(xué);2015年

4 章文宜;網(wǎng)絡(luò)自制劇的內(nèi)容生產(chǎn)與營銷模式研究[D];南京師范大學(xué);2015年

5 白文康;網(wǎng)絡(luò)自制劇研究[D];蘭州大學(xué);2015年

6 張靜;自媒體環(huán)境下的中國網(wǎng)絡(luò)自制劇的傳播研究[D];北京郵電大學(xué);2015年

7 劉冰;中國網(wǎng)絡(luò)劇的現(xiàn)狀研究[D];河北大學(xué);2013年

8 于希;中國網(wǎng)絡(luò)劇的內(nèi)容生產(chǎn)與傳播機(jī)制研究[D];山東大學(xué);2013年

9 王亞男;我國自制劇傳播模式與營銷策略研究[D];蘭州大學(xué);2013年

10 柳穎;中國視頻分享網(wǎng)站盈利模式分析[D];山東大學(xué);2012年

，

本文編號(hào)：1580306