本文選題：網(wǎng)路自制劇　切入點(diǎn)：4C理論　出處：《江西財(cái)經(jīng)大學(xué)》2015年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：隨著《紙牌屋》、《\L絲男士》等網(wǎng)絡(luò)自制劇的熱映,網(wǎng)絡(luò)自制劇作為一種新的影視藝術(shù)形式開(kāi)始出現(xiàn)在大眾網(wǎng)民的眼前,并且被廣為接受。面對(duì)電視劇市場(chǎng)高昂的版權(quán)費(fèi)以及激烈競(jìng)爭(zhēng),網(wǎng)絡(luò)自制劇作為電視劇應(yīng)對(duì)市場(chǎng)激烈競(jìng)爭(zhēng)的新型制作與營(yíng)銷(xiāo)模式,在傳承傳統(tǒng)電視劇營(yíng)銷(xiāo)與制作模式的基礎(chǔ)上,精準(zhǔn)的抓住了大眾網(wǎng)民的需求,從劇本的創(chuàng)作初始到整部劇的拍攝完成,在極大程度上都迎合了大眾網(wǎng)民的心理。網(wǎng)絡(luò)自制劇作為一個(gè)正在發(fā)展且相對(duì)不成熟的新興影視藝術(shù),本文在總結(jié)之前的研究者對(duì)網(wǎng)絡(luò)自制劇給出的定義之后,也對(duì)相關(guān)概念進(jìn)行了界定,同時(shí)為網(wǎng)絡(luò)自制劇的發(fā)展作了一定的梳理,將網(wǎng)絡(luò)劇依據(jù)不同的時(shí)期歸納為“網(wǎng)上電視劇”、“網(wǎng)絡(luò)互動(dòng)劇”和“網(wǎng)絡(luò)自制劇”三個(gè)發(fā)展階段。文中基于4C營(yíng)銷(xiāo)理論的視角,以消費(fèi)者、成本、便利和溝通等四個(gè)角度對(duì)網(wǎng)絡(luò)自制劇的營(yíng)銷(xiāo)做了深入的探析,認(rèn)為網(wǎng)絡(luò)自制劇本身定位緊緊抓住了當(dāng)下大眾網(wǎng)民的需求,無(wú)金錢(qián)成本和廣告信息的主動(dòng)接受降低了網(wǎng)民的收視成本,網(wǎng)絡(luò)自制劇的時(shí)長(zhǎng)和多媒介終端為受眾提供了最大的收視便利,貫穿制作始末的網(wǎng)民溝通與互動(dòng)增加了受眾粘性。同時(shí)結(jié)合時(shí)下熱映的網(wǎng)絡(luò)自制劇《萬(wàn)萬(wàn)沒(méi)想到》進(jìn)行了案例分析。在對(duì)其營(yíng)銷(xiāo)策略的分析過(guò)程中,筆者也總結(jié)出4C營(yíng)銷(xiāo)策略運(yùn)用在網(wǎng)絡(luò)自制劇營(yíng)銷(xiāo)中的缺陷。認(rèn)為網(wǎng)絡(luò)自制劇制作者在商業(yè)利益與文化價(jià)值的協(xié)調(diào)中有些失衡,過(guò)于注重商業(yè)利益,因此無(wú)限度的迎合網(wǎng)民的一些低俗需求。文中也基于大眾文化語(yǔ)境對(duì)這一現(xiàn)象進(jìn)行了分析,認(rèn)為網(wǎng)絡(luò)自制劇制作者應(yīng)間接引導(dǎo)網(wǎng)民受眾的文化價(jià)值觀,將網(wǎng)絡(luò)自制劇打造成一個(gè)承載娛樂(lè)性、文化傳承性以及藝術(shù)性,而又符合互聯(lián)網(wǎng)傳播特點(diǎn)的新興影視藝術(shù)形式。而不是讓收看網(wǎng)絡(luò)自制劇僅僅成為一種觀賞行為,甚至是一種可以省略思考的純粹的娛樂(lè)行為。
[Abstract]:With the popularity of "House of Cards", "<\ L Silk Men" and so on, as a new form of film and television art, network self-production has begun to appear in front of the masses of Internet users. And it is widely accepted. In the face of the high royalty and fierce competition in the TV drama market, as a new production and marketing model for TV dramas to cope with the fierce competition in the market, network self-production plays are based on inheriting the traditional TV series marketing and production models. Accurately grasping the needs of the masses of netizens, from the beginning of the script creation to the completion of the shooting of the whole play, to a great extent, it caters to the psychology of the mass netizens. As a newly emerging film and television art that is developing and relatively immature, network self-production plays, After summing up the definition given by the researchers before, this paper also defines the related concepts, and at the same time makes a certain combing for the development of the network self-production. According to different periods, the network drama is divided into three stages: "online TV series", "network interactive drama" and "network self-production". From the four angles of convenience and communication, this paper makes a deep analysis of the marketing of self-production on the network, and thinks that the orientation of the self-production of the network has tightly grasped the needs of the Internet users at present. The lack of money and the active acceptance of advertising information reduce the viewing cost of Internet users. The length of time of self-production on the network and the multi-media terminal provide the audience with the greatest viewing convenience. The communication and interaction of Internet users through the beginning and end of production increased the audience stickiness. At the same time, the case study was carried out in connection with the network self-production drama "No one thought", which is now popular. In the process of analyzing its marketing strategy, The author also sums up the defects of 4C marketing strategy in the marketing of self-production on the network. The author thinks that the self-producer of the network has some imbalance in the coordination of commercial interests and cultural values, and pays too much attention to commercial interests. This paper also analyzes this phenomenon based on the mass cultural context, and thinks that the network self-producer should indirectly guide the audience's cultural values. To create a network of self-production into a bearing entertainment, cultural heritage and art, but also in line with the characteristics of the Internet dissemination of the new art of film and television, rather than watching the network of self-production as a mere viewing behavior, Even a pure form of entertainment that can omit thought.
【學(xué)位授予單位】：江西財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：G229.2-F

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1 魯昌輝;基于4C理論視角下的網(wǎng)絡(luò)自制劇研究[D];江西財(cái)經(jīng)大學(xué);2015年

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本文編號(hào)：1636326