本文選題：網(wǎng)絡(luò)IP劇 + 產(chǎn)業(yè)發(fā)展�。� 參考：《曲阜師范大學(xué)》2017年碩士論文

【摘要】：當(dāng)前社會(huì),隨著資本積累的加速和信息技術(shù)的發(fā)展,影視行業(yè)正在發(fā)生著重大變化。移動(dòng)終端發(fā)展迅速、智能化時(shí)代來(lái)臨,網(wǎng)民規(guī)模急劇上漲,視頻網(wǎng)站數(shù)量不斷增多,網(wǎng)絡(luò)視頻平臺(tái)的出現(xiàn)改變了以往的觀影模式,網(wǎng)劇層出不窮,網(wǎng)絡(luò)影視行業(yè)的競(jìng)爭(zhēng)愈演愈烈。受制于目前影視行業(yè)編劇市場(chǎng)魚(yú)龍混雜、參差不齊的現(xiàn)狀,好的劇本資源缺乏、千金難求。于是對(duì)于強(qiáng)勢(shì)IP的搶占成了行業(yè)趨勢(shì),IP熱潮隨之來(lái)臨,網(wǎng)絡(luò)IP劇正是這一時(shí)代背景下的產(chǎn)物。本文分為四章對(duì)網(wǎng)絡(luò)IP劇的概念、現(xiàn)狀、問(wèn)題和發(fā)展策略進(jìn)行論述。第一章主要對(duì)網(wǎng)絡(luò)IP劇的概念加以概述,并根據(jù)目前市場(chǎng)上網(wǎng)絡(luò)IP劇的投放情況分析了網(wǎng)絡(luò)IP劇的特點(diǎn)并分類。第二章具體闡述網(wǎng)絡(luò)IP劇的發(fā)展現(xiàn)狀并分析了其產(chǎn)生和發(fā)展的背景,黨的十八屆三中全會(huì)之后,對(duì)于文化產(chǎn)業(yè)的扶持和改革政策為網(wǎng)絡(luò)IP劇的出現(xiàn)和發(fā)展創(chuàng)造了春天,經(jīng)濟(jì)技術(shù)和社會(huì)文化的進(jìn)步加速了網(wǎng)絡(luò)IP劇的發(fā)展進(jìn)程。本章重點(diǎn)分析了騰訊、優(yōu)酷、搜狐、愛(ài)奇藝、樂(lè)視五大具有代表性的主流網(wǎng)絡(luò)視頻平臺(tái)的IP改編之路。第三、四兩章為本文的重點(diǎn)章節(jié),第三章對(duì)于目前整個(gè)網(wǎng)絡(luò)IP劇市場(chǎng)存在的問(wèn)題進(jìn)行了討論。目前,網(wǎng)絡(luò)IP劇仍處在起步階段,在發(fā)展中存在很多問(wèn)題,同質(zhì)化現(xiàn)象嚴(yán)重,創(chuàng)作價(jià)值觀缺失,缺乏優(yōu)秀的制造團(tuán)隊(duì),產(chǎn)業(yè)鏈不夠完善,推廣平臺(tái)也沒(méi)有進(jìn)行有效的整合,這些因素都制約著網(wǎng)絡(luò)IP劇的發(fā)展。第四章對(duì)于網(wǎng)絡(luò)IP劇未來(lái)的產(chǎn)業(yè)發(fā)展方向提供了策略借鑒。通過(guò)借鑒國(guó)內(nèi)外的優(yōu)秀案例,從整個(gè)產(chǎn)業(yè)鏈著手分析網(wǎng)絡(luò)IP劇產(chǎn)業(yè)鏈的上、中、下游各個(gè)環(huán)節(jié)。上游環(huán)節(jié)以創(chuàng)意開(kāi)發(fā)和IP的篩選的為主,中游環(huán)節(jié)以影片制作、推廣、盈利為主,下游環(huán)節(jié)以價(jià)值深挖、衍生品的開(kāi)發(fā)為主。針對(duì)網(wǎng)絡(luò)IP劇目前產(chǎn)業(yè)發(fā)展模式存在的問(wèn)題和產(chǎn)生問(wèn)題的原因進(jìn)行分析,對(duì)未來(lái)產(chǎn)業(yè)發(fā)展提供策略上的建議。提出構(gòu)建超級(jí)IP,打造產(chǎn)業(yè)生態(tài)閉環(huán)的理念。網(wǎng)絡(luò)IP劇要想獲得最優(yōu)發(fā)展,就要以內(nèi)容為核心競(jìng)爭(zhēng)力,樹(shù)立品牌形象,掌握宣傳渠道,實(shí)現(xiàn)整合營(yíng)銷,并在此基礎(chǔ)上拓展盈利渠道,不斷完善價(jià)值鏈系統(tǒng),以創(chuàng)造更多的價(jià)值與利潤(rùn)。
[Abstract]:At present, with the acceleration of capital accumulation and the development of information technology, the film and television industry is undergoing great changes.With the rapid development of mobile terminals and the advent of intelligent era, the scale of Internet users has risen sharply, the number of video websites has been increasing, and the appearance of network video platforms has changed the past mode of watching films, and network plays have emerged in endlessly.The competition of network film and television industry is becoming more and more fierce.Constrained by the current film and television industry screenwriter market mixed, uneven status quo, lack of good script resources, difficult to obtain money.So the preemption of strong IP has become the trend of the industry and IP upsurge. Network IP drama is the product of this era.This paper is divided into four chapters to discuss the concept, current situation, problems and development strategies of network IP drama.In the first chapter, the concept of network IP drama is summarized, and the characteristics and classification of network IP drama are analyzed according to the current situation of network IP drama in the market.The second chapter elaborates the current situation of the development of network IP drama and analyzes the background of its emergence and development. After the third Plenary session of the 18th CPC Central Committee, the policy of supporting and reforming the cultural industry has created spring for the emergence and development of the network IP drama.The progress of economic technology and social culture accelerates the development of network IP drama.This chapter focuses on the IP adaptation of five representative mainstream network video platforms, Tencent, Youku, Sohu, iqiyi and Letv.The third and fourth chapters are the key chapters of this paper. The third chapter discusses the problems existing in the whole network IP drama market.At present, network IP drama is still in its infancy, and there are many problems in its development, such as serious homogeneity, lack of creative values, lack of excellent manufacturing team, imperfect industrial chain, and lack of effective integration of the promotion platform.These factors are restricting the development of network IP drama.The fourth chapter provides the strategic reference for the future development direction of network IP drama.By drawing on the excellent cases at home and abroad, this paper analyzes the upper, middle and downstream links of the network IP drama industry chain from the whole industry chain.The upstream link to creative development and IP screening, the middle link to film production, promotion, profitability, downstream links to the value of deep digging, derivatives development.This paper analyzes the problems existing in the current industrial development mode of network IP drama and the causes of the problems, and provides some suggestions for the future industrial development.Put forward the idea of constructing super IPs and creating industrial ecological closed loop.If the network IP drama wants to obtain the best development, it must take the content as the core competitive power, establish the brand image, master the propaganda channel, realize the integration marketing, and on this basis expand the profit channel, continuously perfect the value chain system.To create more value and profit.
【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G206;G124

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本文編號(hào)：1756198