本文選題：網(wǎng)絡(luò)自制劇　切入點(diǎn)：營銷傳播　出處：《北京交通大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：“媒介即訊息”,新媒體的發(fā)展從社會、行為、思想等多個方面改變著時代的整體面貌,新的傳播模式、傳播范圍、規(guī)模應(yīng)運(yùn)而生,新媒體環(huán)境催生出新的受眾媒介接觸行為,進(jìn)而成為影響營銷傳播活動的首要因素。近年來,視頻網(wǎng)站兼并重組,紛紛涉足網(wǎng)絡(luò)自制劇行業(yè),大量資本注入,關(guān)注度不斷提升,其發(fā)展勢頭迅猛,但問題也逐漸突顯,目前國內(nèi)缺乏相關(guān)的深入探討,本研究以網(wǎng)絡(luò)平臺為首發(fā)的系列自制劇為研究對象,基于網(wǎng)絡(luò)傳播學(xué)的理論成果,運(yùn)用歸納總結(jié)的研究思路,結(jié)合業(yè)內(nèi)實(shí)踐經(jīng)驗(yàn),對網(wǎng)絡(luò)自制劇進(jìn)行營銷傳播的多維度解析,包括我國網(wǎng)絡(luò)自制劇的發(fā)展歷程、爆發(fā)式增長的原因、營銷傳播現(xiàn)狀三個層次的具體內(nèi)容,結(jié)合具體案例進(jìn)而探究網(wǎng)絡(luò)自制劇營銷傳播的發(fā)行渠道、營銷策略以及盈利模式,分析其在互聯(lián)網(wǎng)環(huán)境中,傳播發(fā)展的一般性規(guī)律以及未來的發(fā)展趨勢。開篇主要進(jìn)行研究背景介紹和研究現(xiàn)狀綜述;第二章簡述了我國網(wǎng)絡(luò)自制劇傳播發(fā)展的三個不同階段,并深入探究整個行業(yè)爆發(fā)式增長的必然原因;第三章作為本文的核心部分,結(jié)合優(yōu)秀案例,從發(fā)行渠道、傳播策略、盈利模式三個維度對網(wǎng)絡(luò)自制劇的營銷傳播活動進(jìn)行深入解析;第四章的兩個維度主要進(jìn)行營銷原則探析和趨勢預(yù)測,通過案例分析互動性、趣味性、個性化的營銷原則在實(shí)踐中的具體運(yùn)用,并對網(wǎng)絡(luò)自制劇的未來發(fā)展進(jìn)行趨勢預(yù)測。在結(jié)論部分,筆者認(rèn)為,網(wǎng)絡(luò)自制劇傳播發(fā)展必須依托于社會化媒體的營銷平臺,在提供優(yōu)質(zhì)內(nèi)容服務(wù)的同時,專業(yè)優(yōu)質(zhì)的營銷策略是其成功的保障,行業(yè)的發(fā)展機(jī)遇與風(fēng)險并存,要把握機(jī)遇,規(guī)避風(fēng)險,行業(yè)自律與嚴(yán)格監(jiān)管勢在必行。
[Abstract]:"Media is information". The development of new media changes the whole face of the times from many aspects, such as society, behavior, thought and so on. The new communication mode, scope and scale emerge as the times require, and the new media environment gives birth to new media contact behavior of the audience. In recent years, video websites have been involved in the network self-production industry, a large amount of capital injection, increasing attention, its development momentum is swift and violent, but the problem is also gradually highlighted. At present, the domestic lack of relevant in-depth discussion, this study takes the network platform as the first series of self-production drama as the research object, based on the theoretical results of network communication, using the summary of the research ideas, combined with the practical experience of the industry. The multi-dimensional analysis of the marketing communication of the network self-production drama, including the development course of our country's network self-production drama, the reason of explosive growth, the concrete content of the three levels of the current situation of the marketing communication, Combined with specific cases, this paper explores the distribution channels, marketing strategies and profit models of marketing communication of network self-production drama, and analyzes the distribution channels, marketing strategies and profit models in the Internet environment. The general law of communication development and the development trend in the future. The first part mainly introduces the research background and the current situation of the research. The second chapter briefly describes the three different stages of the development of network self-production communication in China. Chapter three, as the core part of this paper, combined with excellent cases, from the distribution channels, communication strategies, The three dimensions of profit mode deeply analyze the marketing and communication activities of the network self-production drama; the two dimensions of chapter 4th mainly analyze the marketing principles and the trend forecast, and analyze the interaction and interest through the case study. The concrete application of individualized marketing principle in practice, and the forecast of the future development of network self-production. In the conclusion part, the author thinks that the development of network self-production communication must depend on the marketing platform of social media. While providing high quality content service, professional and high quality marketing strategy is the guarantee of its success, the development opportunity and risk of the industry coexist. To grasp the opportunity and avoid the risk, it is imperative for the industry to self-discipline and strict supervision.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206

【參考文獻(xiàn)】

相關(guān)期刊論文 前10條

1 郭亞芳;;電視娛樂節(jié)目整合營銷傳播分析——以《中國好聲音》為例[J];新聞傳播;2016年01期

2 陳思怡;;網(wǎng)絡(luò)自制劇《絲男士》植入廣告的對比分析[J];現(xiàn)代營銷(下旬刊);2015年02期

3 韋瀏;;愛奇藝的掙扎與困惑:中國視頻網(wǎng)站運(yùn)營模式淺析[J];中國報業(yè);2014年04期

4 蔡小華;;網(wǎng)絡(luò)自制劇熱播的傳播學(xué)解讀[J];寧波廣播電視大學(xué)學(xué)報;2013年04期

5 張馨文;;網(wǎng)絡(luò)自制劇價值鏈研究[J];新聞世界;2013年11期

6 李翔;;視頻網(wǎng)站專業(yè)化內(nèi)容生產(chǎn)特色研究——以愛奇藝和鳳凰視頻為例[J];新聞界;2013年19期

7 顏梅;;從家長制到消費(fèi)者制:網(wǎng)絡(luò)視頻原創(chuàng)節(jié)目的媒介生產(chǎn)機(jī)制[J];國際新聞界;2013年05期

8 劉淵;;電視劇的網(wǎng)絡(luò)整合營銷策略研究[J];新聞界;2013年06期

9 胡翌霖;;技術(shù)的“自然選擇”——萊文森媒介進(jìn)化論批評[J];國際新聞界;2013年02期

10 張麗敏;;網(wǎng)絡(luò)自制視頻節(jié)目的傳播模式和發(fā)展趨勢研究——以《曉說》為例[J];文學(xué)界(理論版);2012年11期

，

本文編號：1607471