本文選題：視頻網站 + 自制綜藝節(jié)目��； 參考：《上海師范大學》2017年碩士論文

【摘要】：如果說Web1.0時代,互聯網將人們聯系在了一起,Web2.0時代人們實現了在互聯網上的互動與傳播,那么在如今這個信息化、移動化、數字化的社會,互聯網將迎來它的Web3.0時代,網絡將真正走進人類生活,從日常生活的各個方面滿足用戶需求,成為無處不在的全民化生活空間。根據中國互聯網絡信息中心(CNNIC)在京發(fā)布第39次《中國互聯網絡發(fā)展狀況統計報告》顯示我國網絡視頻用戶規(guī)模達5.45億,較2015年底增加4064萬人;手機網絡視頻用戶規(guī)模接近5億,與2015年底相比增長了9479萬人,增長率為23.4%。由此可見,我國網民數量呈上升趨勢,利用互聯網觀看視頻的用戶也逐年增加,且正在向移動端轉移。這無疑為視頻網站的進一步發(fā)展奠定了穩(wěn)定的用戶基礎。近年來,隨著視頻行業(yè)的日益強大,長期依賴于傳統電視媒體版權的視頻網站為進一步拓展經營渠道、滿足用戶需求,開始自制內容,其中包括自制微電影、自制綜藝節(jié)目、自制劇和自制紀錄片等。自制綜藝節(jié)目憑借其大膽創(chuàng)新的節(jié)目內容、靈活互動的節(jié)目形式受到了年輕觀眾的熱烈追捧,在視頻行業(yè)占據著重要位置,成為了視頻網站發(fā)展的創(chuàng)新推動力。對于視頻網站而言,如何利用好自制綜藝節(jié)目實現收益,關鍵在于自制綜藝節(jié)目的營銷策略。本文首先將對我國視頻網站自制綜藝節(jié)目營銷的現狀進行分析,并指出目前自制綜藝節(jié)目營銷存在的主要問題,其中包括對“營銷”的認識誤區(qū)、品牌意識的薄弱、節(jié)目存在同質化的趨向以及盈利方式較為單一等。其次,基于對“營銷”概念的正確理解,研究我國視頻網站為了達成一次性投入、連續(xù)收益的營銷效果,在自制綜藝節(jié)目的內容生產、組織架構、廣告銷售、播放渠道、品牌推廣和價值延伸五個方面運用的創(chuàng)新營銷策略與手段,并提出了視頻網站自制綜藝節(jié)目混合型價值延伸模式,為我國視頻網站自制綜藝節(jié)目的發(fā)展提供一定的啟示與建議,同時也為自制綜藝節(jié)目營銷理論的進一步研究提供可能。
[Abstract]:If the Web1.0 era, the Internet will connect people together in the Web 2.0 era, people have realized the interaction and communication on the Internet, then in this information, mobile, digital society, the Internet will usher in its Web3.0 era. The network will truly enter human life, meet the needs of users from every aspect of daily life, and become a universal living space. According to the 39th China Internet Network Development Statistics report released by China Internet Information Center in Beijing, the number of Internet video users in China has reached 545 million, an increase of 40.64 million over the end of 2015, and the number of mobile phone network video users is close to 500 million. Compared with the end of 2015, the increase of 94.79 million people, the growth rate is 23.4b. It can be seen that the number of Internet users is on the rise, and the number of users watching video on the Internet is increasing year by year, and is moving to the mobile end. This undoubtedly for the further development of video sites to establish a stable user base. In recent years, with the growing strength of the video industry, video websites, which have long relied on the copyright of traditional television media to further expand their business channels to meet the needs of users, began to make their own content, including homemade micro-movies, home-made variety shows, Self-produced and homemade documentaries, etc. Self-made variety show with its bold and innovative program content, flexible interactive program form has been warmly sought after by young viewers, in the video industry occupies an important position, has become the innovative driving force of the development of video websites. For video websites, how to make good use of homemade variety shows to achieve revenue, the key lies in the marketing strategy of homemade variety shows. This paper first analyzes the current situation of the marketing of homemade variety programs on Chinese video websites, and points out the main problems existing in the marketing of homemade variety shows at present, including the misunderstanding of "marketing" and the weakness of brand awareness. The program has the trend of homogenization and the relatively single way of profit. Secondly, based on the correct understanding of the concept of "marketing", this paper studies the content production, organizational structure, advertising sales, broadcast channels of self-made variety shows in China's video websites in order to achieve a one-off investment and continuous revenue marketing effect. The innovative marketing strategies and means used in five aspects of brand promotion and value extension are put forward, and the mixed value extension model of homemade variety shows on video websites is put forward, which provides some enlightenment and suggestions for the development of home-made variety shows on video websites in China. At the same time, it also provides the possibility for the further study of the marketing theory of self-made variety show.
【學位授予單位】：上海師范大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：G222-F

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本文編號：1825198