本文關(guān)鍵詞： 互聯(lián)網(wǎng) 網(wǎng)絡(luò)自制劇 傳播 發(fā)展策略　出處：《曲阜師范大學(xué)》2016年碩士論文　論文類型：學(xué)位論文

【摘要】：在這個社會飛速發(fā)展的新時代,網(wǎng)絡(luò)新媒體與傳統(tǒng)的媒體呈現(xiàn)出了一種相互融合,和諧發(fā)展的新局面。在這樣的一種多媒體共同發(fā)展的傳播環(huán)境下,網(wǎng)絡(luò)自制劇作為一種新的影視藝術(shù)的表現(xiàn)形式應(yīng)運而生。盡管整體環(huán)境下各種媒體之間相處融洽,但各大視頻網(wǎng)站之間也不乏激烈的競爭,優(yōu)勝劣汰的生存法則,使得視頻網(wǎng)站的運營商們也開動腦經(jīng),為了在激烈的競爭中扎穩(wěn)腳跟,開始著手發(fā)展戰(zhàn)略的思考與制定,尋求視頻網(wǎng)站的長遠發(fā)展。在視頻網(wǎng)站運營商制定的眾多戰(zhàn)略里,差異化的發(fā)展戰(zhàn)略成為了重中之重,在這個戰(zhàn)略的基礎(chǔ)上,網(wǎng)絡(luò)自制劇的創(chuàng)作成為了視頻網(wǎng)站的不二選擇,網(wǎng)站運營商開始在自制領(lǐng)域大伸拳腳。長春的幾個大學(xué)生在二零零零年拍攝了自編自導(dǎo)的短片《原色》,這個短視頻由此成為了我國網(wǎng)絡(luò)自制劇發(fā)展的先河,網(wǎng)絡(luò)自制劇發(fā)展至今呈現(xiàn)出井噴狀態(tài),經(jīng)過十幾年的發(fā)展,網(wǎng)絡(luò)自制劇的制作質(zhì)量、整體水平雖然良莠不齊,口碑有好有壞,但網(wǎng)絡(luò)自制劇在視頻行業(yè)乃至互聯(lián)網(wǎng)行業(yè)的影響力不容小覷。如今,電視劇產(chǎn)業(yè)中影視內(nèi)容、形式同質(zhì)化現(xiàn)象嚴重,缺乏創(chuàng)新意識和創(chuàng)新能力。網(wǎng)絡(luò)自制劇選材新穎,進行了大膽創(chuàng)新實踐,在繼承了傳統(tǒng)電視劇傳播營銷等各個方面的成功經(jīng)驗的同時,也加入了時效性和創(chuàng)新性,使網(wǎng)絡(luò)自制劇不斷有優(yōu)質(zhì)作品推出。但處在發(fā)展關(guān)鍵時期,網(wǎng)絡(luò)自制劇也存在著諸多亟待解決的問題和發(fā)展瓶頸,這也就需要網(wǎng)絡(luò)視頻運營商和創(chuàng)作者不斷的進行探索嘗試,找到切實可行的解決問題的良好辦法,開拓出一條屬于自己的能夠持續(xù)穩(wěn)定發(fā)展的光明大道。本文首先對于網(wǎng)絡(luò)自制劇的概念做了一個簡單傳統(tǒng)的概括分析,對網(wǎng)絡(luò)自制劇的發(fā)展歷程進行了梳理介紹。2009年至2013年,我國的網(wǎng)絡(luò)自制劇形成一定規(guī)模并逐漸發(fā)展壯大,越來越多的作品紛紛上線,以其獨特的風(fēng)格特點吸引了眾多觀眾的眼球。2014年至今,網(wǎng)絡(luò)自制劇呈現(xiàn)出了井噴爆發(fā)的趨勢,網(wǎng)絡(luò)自制劇在播放量和影響力上實現(xiàn)了新的突破。網(wǎng)絡(luò)自制劇成為視頻網(wǎng)站打造內(nèi)容差異化的重要領(lǐng)域,網(wǎng)站運營商紛紛投入重金重兵,建設(shè)2016年的市場布局。第二章,首先分析了網(wǎng)絡(luò)自制劇傳播主體。在網(wǎng)絡(luò)自制劇的眾多的傳播主體中尤以純商業(yè)視頻網(wǎng)站、傳統(tǒng)媒體開辦的網(wǎng)絡(luò)電視和門戶網(wǎng)的視頻服務(wù)平臺等為代表。文章接著從版權(quán)運營壓力、差異化發(fā)展需求、用戶需求驅(qū)動三個方面闡釋了傳播主體進行傳播的原因。最后一個章節(jié)分析了傳播主體商業(yè)性特點等為代表的特征。第三章的前半部分對于網(wǎng)絡(luò)自制劇受眾特征進行了簡單分析,后一部分主要是對受眾關(guān)注下的女性形象的構(gòu)建塑造進行了探究。在網(wǎng)絡(luò)自制劇的不斷發(fā)展中,受眾對網(wǎng)絡(luò)自制劇的編排、制作、傳播等各個方面發(fā)揮重要的決定作用。受眾通過網(wǎng)絡(luò)平臺提供的多種互動方式和反饋渠道也變成了網(wǎng)絡(luò)自制劇的主動傳播者,甚至參與到了自制劇的制作層面,實現(xiàn)了與劇中角色的充分融合。網(wǎng)絡(luò)自制劇的受眾集傳播者與受眾雙重身份為一身,有著與其他傳播形式不同的高度復(fù)雜性。也是在受眾這個特殊身份的關(guān)注下,女性形象的塑造成為了網(wǎng)絡(luò)自制劇傳作者們進行創(chuàng)作的重點。第四章用傳播渠道策略、受眾需求策略、內(nèi)容生產(chǎn)策略和市場營銷策略四個方面構(gòu)建了網(wǎng)絡(luò)自制劇的傳播策略框架進行分析。通常情況下,是由視頻網(wǎng)站平臺和網(wǎng)站的運營商生產(chǎn)制作網(wǎng)絡(luò)自制劇,在其自己的平臺進行播放。在網(wǎng)絡(luò)自制劇內(nèi)容生產(chǎn)上應(yīng)把握多元化和接地氣的題、顛覆性和感性化的風(fēng)格和碎片化和簡單化的敘事。網(wǎng)絡(luò)自制劇的傳播渠道一般包括視頻網(wǎng)站、傳統(tǒng)媒體、移動終端以及線下活動。在受眾需求策略上,主要分析了早期的逃避式感性滿足和當(dāng)下的對抗式現(xiàn)實指導(dǎo)。最后一個章節(jié)著重分析了網(wǎng)絡(luò)自制劇的市場營銷策略,從深挖大數(shù)據(jù)、為廣告主量身打造網(wǎng)絡(luò)自制劇、滿足受眾需求生產(chǎn)內(nèi)容和臺網(wǎng)聯(lián)動反輸播出四個方面來闡述分析。論文的最后一個部分,探究了網(wǎng)絡(luò)自制劇在整個傳播環(huán)境中所遇到的、以及自身出現(xiàn)的各種問題,比如網(wǎng)絡(luò)自制劇的制作團隊原始創(chuàng)作能力比較低,劇集的內(nèi)容同質(zhì)化現(xiàn)象嚴重、劇作粗制濫造,質(zhì)量不高以及廣告制作粗糙,植入泛濫、監(jiān)管審查機制不健全等。根據(jù)存在的這些問題,提出了相應(yīng)的創(chuàng)新路徑,即注重原創(chuàng),提高作品質(zhì)量,加強團隊建設(shè);科學(xué)且合理的安排廣告的植入與播放,不以廣告植入這一條渠道作為唯一的盈利渠道;加強網(wǎng)絡(luò)環(huán)境的監(jiān)管力度和監(jiān)管范圍,健全并不斷完善升級視頻行業(yè)及整個市場的競爭機制等。網(wǎng)絡(luò)與電視劇的關(guān)聯(lián)度越來越高,傳統(tǒng)影視劇也開始把視頻網(wǎng)站播放平臺當(dāng)做新戰(zhàn)場,而且熱門題材網(wǎng)絡(luò)自制劇的熱播和網(wǎng)站會員、付費制度的推行,使網(wǎng)絡(luò)自制劇開拓出了新的發(fā)展渠道和發(fā)展空間,在盈利方面,也讓視頻網(wǎng)站的運營商大大受益。網(wǎng)絡(luò)視頻運營商和創(chuàng)作者們應(yīng)不斷探索嘗試,創(chuàng)新突破,使網(wǎng)絡(luò)自制劇讓受眾受益,讓行業(yè)受益,成為一個健康持續(xù)發(fā)展的大眾文化產(chǎn)業(yè)。
[Abstract]:In this new era of rapid development of society, the new media and traditional media network presents a fusion of new situation of harmonious development. In a common development of the multimedia communication environment, the network made drama as a manifestation of the new film art came into being. Although the overall environment between the various media get along on, but there is fierce competition between the major video sites, law of survival of the fittest, the video site operators also use your head, to stand firmly in the fierce competition, and started a development strategy formulated on hand, seek long-term development in many strategic video sites. Video website operators to develop, the development strategy of differentiation has become a priority among priorities, based on this strategy, network drama creation become the video site choice, website Operators began to stretch the fist in homemade fields. Some college students Changchun in 2000 film directed a short film called "color, this short video became China's network drama development precedent, the network made drama development has showing a blowout state, after ten years of development, the quality of network homemade drama production overall, although the level of uneven in quality, reputation is good or bad, but the network made drama influence in the video industry and Internet industry should not be underestimated. Nowadays, television TV content industry in the form of homogenization phenomenon is serious, lack of innovation consciousness and innovation ability. The network made drama novel material, made a bold innovation in practice, inherited the successful experience of traditional TV marketing etc. at the same time, also joined the timeliness and innovation, the network made drama have been launched. But in high quality works The key period of development, the network made drama also exist many problems to be solved and the bottleneck of development, which will require network operators and video creators continue to try, a good way to find a solution to the problem of feasible, develop one of their own can be sustained and stable development. Firstly, the concept of a bright road for the network drama made a simple analysis of the traditional generalization, the course of development of network drama reviews introduced.2009 to 2013, China's network drama formed a certain scale and gradually expanding, more and more works have been on the line, with its unique style attracted the attention of many viewers.2014 has made network drama showing blowout outbreak trend, drama has a new breakthrough in play and influence on network homemade homemade play video network. Site build important areas of content differentiation, web site operators have invested heavily in the construction of the layout of the market heavily, 2016. In the second chapter, firstly analyzes the main network homemade drama spread. The spread of the main drama homemade network many especially YISHION commercial video website, the traditional media launched Internet TV and video service portal as the representative of the platform. Then from the copyright operation pressure, the differences of development demand, three reasons to explain the spread of the main transmission drive user demand. The last chapter analyzes the propagation characteristics of main commercial characteristics as the representative. In the third chapter, the first part of the network characteristics of the self-made drama audience simple analysis, after a part is to build the image of women to explore the audience. The continuous development of the network made the play, the audience on the network made drama The layout, production, play a decisive role in the spread of important aspects. Various interactive ways of the audience through the network platform for the channel has become active communication network homemade drama, and even participate in the level of home-made drama production, to achieve full integration with the characters. The network made drama audience in communication and the audience double identity, with a high degree of complexity is different from other forms of communication. Also in the special status of the audience attention, shaping the image of women has become the focus of the creation of the network made drama pass. In the fourth chapter, the authors use the communication channel strategy, audience demand strategy, the four aspects of production strategy marketing strategy and constructs the framework on the communication strategy of network drama. Typically, is produced by the network homemade video website platform and website operators production Play, play on its own platform. In the network homemade drama content production should grasp the diversification and the down to earth, subversive and emotional style and fragmentation and simple narration. Network drama channels generally include video website, traditional media, mobile terminals and offline activities. The audience needs strategy, mainly analyzes the realistic guiding early escapism emotional satisfaction and the adversary. The last chapter focuses on the analysis of the marketing strategy of network self-made drama, from the deep big data for advertisers, tailored to meet the needs of the audience of network drama, production and broadcast network linkage output four aspects of the analysis. The last part of the thesis, explores the network self-made drama encountered in the whole communication environment, and various problems arise, such as network drama production team The original creation ability is relatively low, the content of a series of serious homogenization phenomenon, the quality is not high and crudely made plays, advertising into rough, flooding, regulatory review mechanism is not perfect. According to these problems, put forward the corresponding innovation path, namely on originality, improve the quality of the work, strengthen the team construction; scientific and reasonable arrange the ad placement and play, not to the advertising channel as the only profitable channels; strengthen the network environment supervision and supervision, improve and constantly improve the competition mechanism to upgrade the video industry and the whole market. Network and TV association degree more and more high, the traditional TV drama began to video website broadcast platform as a new battlefield, but also a hot topic network homemade dramas and members of the site, pay the implementation of the system, the network made drama to open up new channels of development As well as the development space and profit, the operators of video websites will benefit greatly. The operators and creators of the video network should continue to explore and try to create breakthroughs, so that the network homemade drama will benefit the audiences and benefit the industry, and become a healthy and sustainable development of the mass culture industry.

【學(xué)位授予單位】：曲阜師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2016
【分類號】：J905

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