本文選題：網(wǎng)絡視頻媒體 + 產(chǎn)業(yè)整合戰(zhàn)略�。� 參考：《重慶工商大學》2013年碩士論文

【摘要】：大視頻的時代背景使我國網(wǎng)絡視頻媒體產(chǎn)業(yè)的發(fā)展同時伴隨著機會與風險,垂直類視頻網(wǎng)站逐步加快拓展的步伐和競爭的力度，傳統(tǒng)門戶網(wǎng)站與廣電系網(wǎng)站的身影也開始頻頻出現(xiàn)在網(wǎng)絡視頻媒體產(chǎn)業(yè)領域內(nèi)。激烈的市場環(huán)境下，如今的網(wǎng)絡視頻媒體產(chǎn)業(yè)在行業(yè)競爭、版權(quán)內(nèi)容、盈利模式等方面的問題越來越突出，隨著互聯(lián)網(wǎng)多元技術和寬帶技術的逐漸成熟以及跨媒介資源的支持，我國網(wǎng)絡視頻媒體的競爭已經(jīng)開始向整合并存的態(tài)勢發(fā)展。隨著產(chǎn)業(yè)的整體成熟，我國網(wǎng)絡視頻媒體產(chǎn)業(yè)的整合戰(zhàn)略究竟會從哪些方面展開？會以怎樣的模式進行整合？筆者以此展開文章的研究與寫作。 本文在傳播學學科背景下，結(jié)合傳播學與傳媒經(jīng)濟學及傳媒產(chǎn)業(yè)整合理論等專業(yè)知識，運用文獻研究法、內(nèi)容分析法等研究方法從我國網(wǎng)絡視頻媒體產(chǎn)業(yè)的發(fā)展現(xiàn)狀入手，結(jié)合傳媒產(chǎn)業(yè)整合理論，從橫向整合戰(zhàn)略、縱向整合戰(zhàn)略以及混合整合戰(zhàn)略的層面對我國網(wǎng)絡視頻媒體產(chǎn)業(yè)的資本、組織、內(nèi)容、技術及渠道五個維度進行整合模式的分析，其中也涉及到一些案例的分析，并提出整合背景下網(wǎng)絡視頻媒體強化競爭力的對策：一是加強自制內(nèi)容建設，二是提升技術創(chuàng)新能力，三是深化垂直搜索功能。最后總結(jié)出我國網(wǎng)絡視頻媒體產(chǎn)業(yè)整合的價值與意義。 本文基于傳媒產(chǎn)業(yè)整合的大背景對網(wǎng)絡視頻媒體產(chǎn)業(yè)的整合戰(zhàn)略模式進行研究，，落腳點在于網(wǎng)絡視頻媒體產(chǎn)業(yè)重視并理清整合發(fā)展戰(zhàn)略模式的同時，也要通過多方面的提升改善來強化自身競爭力，更要關注并有效發(fā)揮產(chǎn)業(yè)整合所帶來的價值與意義，以促進網(wǎng)絡視頻媒體產(chǎn)業(yè)的健康長遠發(fā)展。
[Abstract]:The background of large video era makes the development of network video media industry in our country accompanied by opportunities and risks, vertical video websites gradually accelerate the pace of expansion and competition. Traditional portal websites and broadcast and television websites also began to appear frequently in the field of network video media industry. In the fierce market environment, the current network video media industry in the industry competition, copyright content, profit model and other issues more and more prominent, with the Internet multi-technology and broadband technology gradually mature and cross-media resources support, The competition of network video media in our country has begun to develop towards integration. With the overall maturity of the industry, China's network video media industry integration strategy will be launched from what aspects? What model will be integrated? Under the background of communication science, combining the professional knowledge of communication with media economics and media industry integration theory, this paper applies the literature research method. Content analysis and other research methods, starting with the current situation of the development of China's network video media industry, combining with the media industry integration theory, from the horizontal integration strategy, The vertical integration strategy and the mixed integration strategy analyze the capital, organization, content, technology and channel of China's network video media industry, including the analysis of some cases. The countermeasures to strengthen the competitiveness of network video media under the background of integration are as follows: first, to strengthen the construction of self-made content, second, to enhance the ability of technological innovation, and third, to deepen the function of vertical search. Finally, it summarizes the value and significance of the integration of China's network video media industry. Based on the background of the media industry integration, this paper studies the integration strategy model of the network video media industry. The foothold lies in the network video media industry pay attention to and clear the integration development strategy model, but also through the improvement of various aspects to strengthen their competitiveness, but also to pay attention to and effectively play to the value and significance of industrial integration. In order to promote the long-term development of the network video media industry.
【學位授予單位】：重慶工商大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：G206-F

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本文編號：1987688