本文選題：視頻網(wǎng)站 + 愛奇藝��； 參考：《新疆大學(xué)》2015年碩士論文

【摘要】：互聯(lián)網(wǎng)時(shí)代的來臨一步步地改寫著人們的收視習(xí)慣和觀念,比起做傳統(tǒng)媒體的被動(dòng)接受者和電視節(jié)目的“守望者”,人們更愿意主動(dòng)去找尋自己感興趣的節(jié)目?jī)?nèi)容。視頻網(wǎng)站自制節(jié)目以其收視時(shí)間、地點(diǎn)的隨意性和內(nèi)容、形式的多元性成為眾多網(wǎng)民的新寵。對(duì)于視頻網(wǎng)站而言,自制節(jié)目一方面緩解了天價(jià)購(gòu)劇的版權(quán)壓力,降低了過度依賴外來內(nèi)容的風(fēng)險(xiǎn);另一方面,幫助實(shí)現(xiàn)視頻網(wǎng)站的差異化競(jìng)爭(zhēng),打造自身的品牌符號(hào),是一座“可持續(xù)挖掘”的新金礦。2011年,愛奇藝搶先試水內(nèi)容自制,開始實(shí)施一周七日,每日一檔自制節(jié)目不間斷播出的“綜藝大日播”策略。在網(wǎng)絡(luò)自制節(jié)目的競(jìng)爭(zhēng)平臺(tái)上,愛奇藝在內(nèi)容自制戰(zhàn)略方面的積累和深耕優(yōu)勢(shì)凸顯:吸引了大批鐵桿粉擁躉和廣告客戶競(jìng)相投資,更是在2013年攬獲了充分證明其自制實(shí)力的“最佳原創(chuàng)視頻欄目出品方”的大獎(jiǎng)。本文以“愛奇藝自制節(jié)目”為研究對(duì)象,把研究重點(diǎn)聚焦在自制節(jié)目概念、愛奇藝自制內(nèi)容、自制節(jié)目?jī)?yōu)勢(shì)及營(yíng)銷策略等方面。通過對(duì)愛奇藝自制戰(zhàn)略和自制內(nèi)容現(xiàn)狀的分析、梳理,提煉其精華供網(wǎng)絡(luò)自制行業(yè)借鑒,發(fā)現(xiàn)其不足并提出相應(yīng)的改進(jìn)對(duì)策。鑒于當(dāng)下激烈的視頻網(wǎng)站競(jìng)爭(zhēng)格局,本論題的研究目的在于幫助完善愛奇藝自制內(nèi)容和營(yíng)銷策略已有的優(yōu)勢(shì),同時(shí)針對(duì)其發(fā)展過程中呈現(xiàn)出的軟肋和不足之處提出解決之策,對(duì)愛奇藝自制節(jié)目未來的發(fā)展進(jìn)行展望。
[Abstract]:With the advent of the Internet era, people are rewriting their viewing habits and concepts step by step. Instead of being passive receivers of traditional media and "watchmen" of TV programs, people are more willing to actively seek out the content of programs they are interested in. The video website homemade program has become the new favorite of many netizens for its random viewing time, place, content and form. For video websites, home-made shows on the one hand alleviates the copyright pressure on sky-high prices and reduces the risk of over-reliance on foreign content; on the other hand, it helps to achieve the differentiated competition of video sites and create their own brand symbols. It is a new gold mine of "sustainable excavation". In 2011, iqiyi preempted water content and began to implement the "Variety Big Day" strategy, which is broadcast continuously on a weekly, daily basis, seven days a week. On the competitive platform of online home-made programs, iqiyi's accumulation and deep ploughing advantage in content homemade strategy highlights: it has attracted a large number of hard-core fans and advertisers to compete for investment. It also won the best original video show in 2013. This paper focuses on the concept of homemade program, the content of homemade iqiyi, the advantages of homemade program and marketing strategies. Based on the analysis of the strategy and content of iqiyi self-made, this paper summarizes and extracts its essence for reference by the network self-made industry, finds out its deficiency and puts forward the corresponding improvement countermeasures. In view of the current fierce competition pattern of video websites, the purpose of this thesis is to help improve the advantages of iqiyi homemade content and marketing strategies, and at the same time, to put forward solutions to the weaknesses and shortcomings in the process of its development. The future development of iqiyi homemade program is prospected.
【學(xué)位授予單位】：新疆大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G222

【參考文獻(xiàn)】

相關(guān)期刊論文 前1條

1 中國(guó)視頻網(wǎng)站發(fā)展研究課題組;;中國(guó)視頻網(wǎng)站發(fā)展研究報(bào)告[J];傳媒;2014年06期

相關(guān)碩士學(xué)位論文 前1條

1 白瑩瑩;自制偶像劇植入式廣告研究[D];中南大學(xué);2011年

，

本文編號(hào)：1965787