【摘要】：我國視頻行業(yè)自2005年起發(fā)展至今已有近10年,在經(jīng)過數(shù)輪洗牌后,我國視頻網(wǎng)站形成了穩(wěn)定的行業(yè)格局。然而,高昂的視頻內(nèi)容版權(quán)費用和同質(zhì)化的節(jié)目內(nèi)容始終阻礙著視頻行業(yè)的發(fā)展。為了在激烈的市場競爭中脫穎而出,視頻網(wǎng)站將內(nèi)容自制作為突出重圍的戰(zhàn)略。隨著視頻網(wǎng)站的不斷探索,網(wǎng)絡(luò)視頻自制節(jié)目逐漸從最初的試水階段走向成熟期,與早期的網(wǎng)絡(luò)視頻自制內(nèi)容相比,目前我國視頻網(wǎng)站的視頻自制內(nèi)容呈現(xiàn)出新的特點,不再是低成本、低門檻的“DIY”作品,而是逐步走向?qū)I(yè)化、規(guī)�；�,同時,自制內(nèi)容的版權(quán)優(yōu)勢逐步凸顯,盈利模式走向多元化。視頻網(wǎng)站參與到視頻內(nèi)容生產(chǎn),逐漸由過去單一的視頻供應(yīng)商轉(zhuǎn)向了內(nèi)容生產(chǎn)、供應(yīng)和營銷的全產(chǎn)業(yè)鏈,實現(xiàn)了從平臺向媒體的轉(zhuǎn)變。在當(dāng)前的媒介環(huán)境下,我國視頻自制節(jié)目的發(fā)展利大于弊,機(jī)遇大于挑戰(zhàn),然而,網(wǎng)絡(luò)視頻自制內(nèi)容在發(fā)展的過程中仍存在著很多問題,需要通過不斷地探索和反思,才能使網(wǎng)絡(luò)視頻自制節(jié)目走上良性發(fā)展的道路。本文在對現(xiàn)有的國內(nèi)外文獻(xiàn)資料進(jìn)行整理后,結(jié)合筆者自身在視頻網(wǎng)站的工作經(jīng)驗,對網(wǎng)絡(luò)視頻自制節(jié)目的內(nèi)容制作創(chuàng)新和推廣營銷策略進(jìn)行研究和分析。本研究主要以視頻產(chǎn)業(yè)鏈中的內(nèi)容生產(chǎn)制作、傳播平臺和內(nèi)容營銷為宏觀視角,同時對具體的節(jié)目制作特點、營銷策略和商業(yè)模式等微觀角度進(jìn)行具體研究。本研究主要通過文獻(xiàn)分析法對已有的國內(nèi)外文獻(xiàn)進(jìn)行梳理和分析,形成本研究的基礎(chǔ);使用內(nèi)容分析法對目前主流視頻網(wǎng)站的自制內(nèi)容進(jìn)行分析,以把握目前我國網(wǎng)絡(luò)視頻自制節(jié)目的總體發(fā)展情況;另外,本文使用個案分析法,對網(wǎng)絡(luò)視頻自制節(jié)目《大牌駕到》的內(nèi)容創(chuàng)新及推廣營銷策略進(jìn)行個案研究,為視頻自制節(jié)目的發(fā)展策略提供實例參考。目前我國網(wǎng)絡(luò)視頻自制仍處于發(fā)展階段,技術(shù)的發(fā)展和媒介的發(fā)展使其有著日新月異的變化,及時把握網(wǎng)絡(luò)視頻自制內(nèi)容的新特點和視頻行業(yè)的發(fā)展趨勢,能使網(wǎng)絡(luò)視頻行業(yè)獲得持續(xù)的競爭優(yōu)勢,也能為我國視頻行業(yè)的未來發(fā)展提供完善路徑。
[Abstract]:China's video industry has been developed since 2005 for nearly 10 years. After several rounds of shuffling, video websites in China have formed a stable pattern of the industry. However, the development of video industry has been hindered by the high cost of copyright and homogeneous content. In order to stand out from the fierce market competition, video site self-control content as a prominent strategy. With the continuous exploration of the video website, the self-made programs of network video gradually move from the initial water test stage to the mature stage. Compared with the early self-made content of the network video, the self-made video content of the video websites in our country presents new characteristics at present. It is no longer a low-cost, low-threshold "DIY" work, but gradually towards specialization and scale. At the same time, the copyright advantage of self-made content is gradually highlighted, and the profit model is becoming diversified. Video websites are involved in the production of video content, gradually from a single video supplier in the past to the whole industry chain of content production, supply and marketing, realizing the transformation from platform to media. In the current media environment, the development of home-made video programs in our country has more advantages than disadvantages and more opportunities than challenges. However, there are still many problems in the development of self-made content of network video, which need to be explored and reconsidered continuously. Can make the network video self-made program on the road of benign development. In this paper, after sorting out the existing domestic and foreign literature and combining with the author's own work experience in the video website, the research and analysis of the network video home-made program content production innovation and promotion marketing strategy are carried out. This research mainly focuses on the content production, dissemination platform and content marketing in the video industry chain. At the same time, the specific program production characteristics, marketing strategy and business model are studied in detail. This study mainly through the literature analysis of the existing domestic and foreign literature to sort out and analysis, forming the basis of this study; The content analysis method is used to analyze the home-made content of the current mainstream video websites in order to grasp the overall development of the domestic network video home-made programs. In addition, using the case analysis method, this paper makes a case study on the content innovation and promotion marketing strategy of the self-made network video program, which provides an example reference for the development strategy of the self-made video program. At present, our country network video self-made is still in the development stage, the technology development and the media development make it have the rapid change with each passing day, timely grasps the network video self-made content new characteristic and the video industry development trend, Can make the network video industry obtain the sustained competitive advantage, also can provide the consummation path for the future development of our country video industry.
【學(xué)位授予單位】：中國青年政治學(xué)院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G222

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本文編號：2471491