本文關(guān)鍵詞： 國(guó)產(chǎn)劇 市場(chǎng)化 新傳播方式 營(yíng)銷手段　出處：《吉林大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

【摘要】：電視劇作為國(guó)家文化象征的組成部分,承載著越來(lái)越重要的文化傳播職能。自中國(guó)政府開(kāi)始重視文化產(chǎn)業(yè)發(fā)展以來(lái),國(guó)產(chǎn)劇在中國(guó)影視行業(yè)市場(chǎng)上不斷崛起,結(jié)合各類營(yíng)銷方式,以及運(yùn)用新傳播方式,促進(jìn)了國(guó)產(chǎn)劇的快速發(fā)展。本文分為五章,第一章闡述了國(guó)產(chǎn)劇在“引進(jìn)”時(shí)期的現(xiàn)狀與發(fā)展。上世紀(jì)后期,中國(guó)打開(kāi)國(guó)門,開(kāi)始了電視劇的引進(jìn)時(shí)期。西方電視劇,港臺(tái)劇,日韓劇都曾占領(lǐng)過(guò)中國(guó)市場(chǎng),影響這一代人。第二章,國(guó)產(chǎn)劇的崛起現(xiàn)狀,以及對(duì)韓劇成功發(fā)展模式的借鑒。韓國(guó)電視劇的成功營(yíng)銷,韓國(guó)文化的成功傳播引起了國(guó)內(nèi)學(xué)者的重視,關(guān)于其文化傳播的研究論文蔚為大觀。韓劇的成功營(yíng)銷和傳播,引起了中國(guó)政府和文化產(chǎn)業(yè)的重視,中國(guó)也開(kāi)始大力扶持本國(guó)文化產(chǎn)業(yè),中國(guó)國(guó)產(chǎn)劇開(kāi)始崛起。第三章則主要分析了國(guó)產(chǎn)劇崛起的原因,影視產(chǎn)業(yè)開(kāi)始運(yùn)用精準(zhǔn)營(yíng)銷,口碑營(yíng)銷,受眾營(yíng)銷等營(yíng)銷手段,使國(guó)產(chǎn)電視劇重新占領(lǐng)本國(guó)影視產(chǎn)業(yè)市場(chǎng)。國(guó)產(chǎn)劇的傳播方式也不斷更新,社會(huì)化媒體——微博,論壇貼吧,“移動(dòng)”廣告的投放等傳播手段的應(yīng)用,使國(guó)產(chǎn)劇得到了更好的傳播效果。國(guó)產(chǎn)電視劇不論是在營(yíng)銷手段,新傳播方式的運(yùn)用,以及文化層面的改良都使得國(guó)產(chǎn)劇的質(zhì)量顯著提高,國(guó)產(chǎn)劇成為中國(guó)影視市場(chǎng)的主力軍。第四章從國(guó)產(chǎn)劇的市場(chǎng)傳播特點(diǎn)出發(fā),闡述了國(guó)產(chǎn)劇發(fā)展上的創(chuàng)新,與改良。本文通過(guò)四章研究了了國(guó)產(chǎn)劇從引進(jìn)到崛起的原因,分析了市場(chǎng)化傳播,營(yíng)銷手段,新傳播方式的應(yīng)用對(duì)國(guó)產(chǎn)劇快速發(fā)展的推動(dòng)作用。國(guó)產(chǎn)劇的迅猛發(fā)展重新奪回了中國(guó)影視產(chǎn)業(yè)中的大部分市場(chǎng)份額。
[Abstract]:As a part of national cultural symbol, TV dramas are carrying more and more important cultural communication function. Since the Chinese government began to attach importance to the development of cultural industry, domestic drama has been rising in the Chinese film and television industry market. Combined with all kinds of marketing methods, as well as the use of new means of communication to promote the rapid development of domestic drama. This paper is divided into five chapters, the first chapter describes the current situation and development of domestic drama in the period of "introduction". In 0th century, the late period. China opened the door to the country, began the period of the introduction of TV dramas. Western TV dramas, Hong Kong and Taiwan dramas, Japanese and South Korean dramas have occupied the Chinese market, affecting this generation. Chapter two, the rise of domestic drama status. The successful marketing of Korean TV series and the successful dissemination of Korean culture have attracted the attention of domestic scholars. The successful marketing and dissemination of Korean dramas has aroused the attention of the Chinese government and the cultural industry, and China has also begun to vigorously support its cultural industry. The third chapter mainly analyzes the reasons for the rise of domestic drama, the film and television industry began to use precision marketing, word of mouth marketing, audience marketing and other marketing means. Domestic TV series re-occupy the domestic film and television industry market. The dissemination of domestic drama is also constantly updated, social media-Weibo, forum posts, "mobile" advertising and other means of communication applications. Domestic TV series, whether in the marketing means, the use of new means of communication, as well as the improvement of the cultural level, make the quality of domestic drama significantly improved. Domestic drama has become the main force of Chinese film and television market. Chapter 4th sets out the innovation in the development of domestic drama from the characteristics of the market communication of domestic drama. Through four chapters, this paper studies the causes of the rise of domestic drama from the introduction to the analysis of market-oriented communication, marketing means. The application of the new mode of communication has promoted the rapid development of domestic drama, which has retaken most of the market share of Chinese film and television industry.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：G229.2

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