本文選題：國(guó)產(chǎn)電視劇 + 新媒體營(yíng)銷(xiāo)��； 參考：《南昌大學(xué)》2015年碩士論文

【摘要】：伴隨著以媒體融合為特征的多屏傳播時(shí)代的到來(lái),受眾接收信息的渠道呈現(xiàn)多樣化特點(diǎn),電視媒體面臨前所未有的競(jìng)爭(zhēng)。新媒體技術(shù)使得各種媒介加緊融合,受眾不再局限于與單一媒體進(jìn)行互動(dòng)接觸,而是使用多種媒體接觸信息。電視劇想要贏得更多的關(guān)注和收視,必須更新?tīng)I(yíng)銷(xiāo)理念,通過(guò)使用諸如移動(dòng)終端、SNS、網(wǎng)絡(luò)平臺(tái)等渠道進(jìn)行新媒體營(yíng)銷(xiāo),加強(qiáng)與受眾之間的互動(dòng)溝通。本研究以近五年的國(guó)產(chǎn)電視劇作為研究的樣本,在研究中運(yùn)用內(nèi)容分析法和案例比較法,從整體上把握新媒體時(shí)代下電視劇傳播面臨的新態(tài)勢(shì)。文章從國(guó)產(chǎn)電視劇新媒體營(yíng)銷(xiāo)的兩大渠道為起點(diǎn),重點(diǎn)研究國(guó)產(chǎn)電視劇當(dāng)下的新媒體營(yíng)銷(xiāo)現(xiàn)狀,主要是以促進(jìn)互動(dòng)、加強(qiáng)社交媒體營(yíng)銷(xiāo)、充實(shí)新媒體營(yíng)銷(xiāo)人才等為考慮因素,從而分析國(guó)產(chǎn)電視劇新媒體營(yíng)銷(xiāo)的策略,剖析國(guó)產(chǎn)電視劇新媒體營(yíng)銷(xiāo)存在的問(wèn)題,最后得出在當(dāng)前環(huán)境下如何使得電視劇的營(yíng)銷(xiāo)更加成功的建議,實(shí)現(xiàn)更為有效的新媒體營(yíng)銷(xiāo)。
[Abstract]:With the arrival of the multi-screen communication era characterized by media convergence, the channels of receiving information by the audience are diversified, and the television media is facing unprecedented competition. New media technology makes all kinds of media become more integrated, and the audience is no longer limited to interacting with a single media, but using a variety of media to access information. In order to win more attention and viewing, the TV series must renew its marketing concept and strengthen the interactive communication with the audience through the use of new media marketing channels such as mobile terminal SNS, network platform and so on. This research takes the domestic TV series of nearly five years as the research sample, in the research uses the content analysis method and the case comparison method, from the whole grasps the new situation which the teleplay dissemination faces under the new media age. Starting from the two major channels of new media marketing in domestic TV series, this paper focuses on the current situation of new media marketing in domestic TV dramas, mainly considering factors such as promoting interaction, strengthening social media marketing, enriching new media marketing talents, and so on. Then it analyzes the strategy of new media marketing of domestic TV series, analyzes the problems existing in the new media marketing of domestic TV series, and finally comes to the suggestion of how to make the marketing of TV series more successful under the current environment, so as to realize more effective new media marketing.
【學(xué)位授予單位】：南昌大學(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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本文編號(hào)：1988407