本文選題：視頻網(wǎng)站 + 自制內(nèi)容營銷　； 參考：《湖南大學(xué)》2015年碩士論文

【摘要】：隨著網(wǎng)絡(luò)視頻行業(yè)差異化競爭的不斷加劇,自制內(nèi)容開始成為視頻網(wǎng)站新的內(nèi)容來源,并呈現(xiàn)出高投入、精制作、多樣化等特點,是視頻網(wǎng)站未來發(fā)展的重要方向。為了實現(xiàn)視頻網(wǎng)站自制內(nèi)容成熟的市場化、全產(chǎn)業(yè)鏈運(yùn)作,如何吸引受眾和廣告主,如何提升自制內(nèi)容營銷效果已經(jīng)成為視頻行業(yè)必須面對的新課題。因此本文對視頻網(wǎng)站自制內(nèi)容的營銷環(huán)節(jié)進(jìn)行系統(tǒng)的梳理和研究,具有一定的創(chuàng)新性,對完善視頻網(wǎng)站自制內(nèi)容的營銷策略、提升視頻網(wǎng)站自制內(nèi)容的營銷效果具有重要指導(dǎo)意義。我國視頻網(wǎng)站自制內(nèi)容營銷呈現(xiàn)出互動式雙向傳播、定制化廣告植入、低成本內(nèi)容營銷的特性,根據(jù)目前主流視頻網(wǎng)站自制內(nèi)容營銷實踐,總結(jié)出四種營銷模式包括:品牌營銷、大數(shù)據(jù)營銷、跨屏營銷和閉環(huán)營銷。與傳統(tǒng)電視自制內(nèi)容營銷相比,視頻網(wǎng)站自制內(nèi)容具有營銷互動性更強(qiáng)、營銷性價比更高以及營銷目標(biāo)更精準(zhǔn)的優(yōu)勢;同時,與外購版權(quán)影視內(nèi)容相比,視頻網(wǎng)站自制內(nèi)容的廣告營銷形式多元化、差異化內(nèi)容凸顯品牌形象、營銷風(fēng)險可控性高的優(yōu)勢更為顯著。目前,我國視頻網(wǎng)站自制內(nèi)容營銷的產(chǎn)品凸顯精品化趨勢;營銷市場不斷擴(kuò)大;廣告營銷方式多元化發(fā)展;營銷主體競爭激烈化。但是,由于缺乏對自制內(nèi)容的質(zhì)量把關(guān),忽視營銷價值的挖掘以及缺乏成熟的營銷產(chǎn)業(yè)鏈導(dǎo)致視頻網(wǎng)站在自制內(nèi)容營銷中出現(xiàn)營銷內(nèi)容影響力有限、品牌營銷理念缺乏、營銷資源整合不夠、廣告生硬及數(shù)量偏多影響用戶體驗以及盈利模式單一的問題。因此,本文試圖通過增強(qiáng)視頻網(wǎng)站自制內(nèi)容的產(chǎn)品競爭力、優(yōu)化視頻網(wǎng)站自制內(nèi)容營銷的用戶服務(wù)力以及強(qiáng)化視頻網(wǎng)站自制內(nèi)容營銷的渠道掌控力,以完善視頻網(wǎng)站自制內(nèi)容營銷策略,進(jìn)而提升視頻網(wǎng)站自制內(nèi)容營銷效果。
[Abstract]:With the increasing competition of the network video industry, the self-made content has become a new content source of video website, and it has the characteristics of high input, fine production and diversification. It is an important direction for the future development of video website. In order to realize the market of video website homemade content, the whole industry chain operation, how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience and how to attract the audience. The advertiser, how to improve the effect of the self-made content marketing has become a new topic in the video industry. Therefore, this paper systematically combs and studies the marketing link of the self-made content of the video website. It has a certain innovation, improves the marketing strategy of the self-made content of the video website, and promotes the marketing effect of the self-made content of the video website. It has important guiding significance. The homemade content marketing of video website in China shows the characteristics of interactive two-way communication, customized advertising implantation and low cost content marketing. According to the current mainstream video website self-made content marketing practice, four marketing modes are summarized, including brand marketing, large data marketing, cross screen marketing and closed marketing. Compared with the homemade TV content marketing, the homemade content of video website has the advantages of stronger marketing interaction, higher marketing cost performance and more accurate marketing target. At the same time, compared with the content of foreign purchase copyright film and television, the advertising marketing form of the homemade content of video website is diversified, the dissimilated content highlights the brand image, and the marketing risk is controllable high At present, the products of the homemade content marketing in China's video website highlight the trend of fine quality, the marketing market is expanding, the advertising marketing mode is diversified and the competition of the marketing main body is fierce. However, because of the lack of quality control on the self-made content, the neglect of the mining value and the lack of mature marketing chain guide. In the homemade content marketing, video websites have limited marketing content, lack of brand marketing concept, lack of marketing resources integration, hard advertising and much more impact on user experience and single profit model. Therefore, this paper tries to optimize the video website by enhancing the competitiveness of the products of video website homemade content. In order to improve the content marketing strategy of the video website and improve the content marketing effect of the homemade content of the video website, the user service power of the content marketing and the control of the channel control of the homemade content marketing of the video website are strengthened.

【學(xué)位授予單位】：湖南大學(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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本文編號：1832663