本文關(guān)鍵詞： 微電影 傳播特征 盈利方式 衍生產(chǎn)品　出處：《中國(guó)青年政治學(xué)院》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：微電影作為一種獨(dú)立的文化形態(tài)，具有其獨(dú)一無二的傳播特征。微電影的發(fā)展，既要強(qiáng)調(diào)它“強(qiáng)內(nèi)容、重傳播”的過程，又要充分開掘其商業(yè)價(jià)值。微電影要盈利，不僅要靠前置性消費(fèi)來支撐，更要強(qiáng)調(diào)衍生產(chǎn)品的“吸金”能力，因?yàn)楹笳呔哂懈鼜?qiáng)的持續(xù)性。電影衍生產(chǎn)品是電影產(chǎn)業(yè)鏈上極其重要的一環(huán)，好萊塢等國(guó)際電影工業(yè)對(duì)這一環(huán)節(jié)的開發(fā)已經(jīng)非常成熟，而我國(guó)才剛剛起步，仍然處在前產(chǎn)業(yè)化階段。很多人說，在我國(guó)傳統(tǒng)電影還沒有充分發(fā)掘市場(chǎng)潛力的前提下談?wù)撐㈦娪暗难苌a(chǎn)品有點(diǎn)為時(shí)過早，但在全球化背景下，隨著我國(guó)微電影產(chǎn)業(yè)的發(fā)展，，微電影衍生產(chǎn)品市場(chǎng)的發(fā)展勢(shì)在必行，這也符合微電影與生俱來的商業(yè)性質(zhì)。 本文共分為四章，第一章介紹了研究背景及文獻(xiàn)綜述，然后提出問題并解釋所使用的研究方法。第二章通過對(duì)比微電影與傳統(tǒng)電影和廣告的區(qū)別，重新界定了微電影的概念，并闡述了我國(guó)微電影的特征及發(fā)展現(xiàn)狀。第三章運(yùn)用“5W”模式分析微電影的傳播特征，得出微電影可以在傳統(tǒng)電影和廣告之外開發(fā)一片市場(chǎng)“藍(lán)海”，為下一章有針對(duì)性地提出解決之道做鋪墊。第四章主張注重微電影的產(chǎn)業(yè)化發(fā)展，完善其商業(yè)模式。本文主要運(yùn)用長(zhǎng)尾理論，通過分析現(xiàn)有的盈利模式，從產(chǎn)業(yè)鏈的角度得出應(yīng)該加強(qiáng)微電影衍生產(chǎn)品開發(fā)的結(jié)論，提出政府、視頻網(wǎng)站、從業(yè)者、網(wǎng)民四方聯(lián)動(dòng)，共同營(yíng)造良好的微電影市場(chǎng)環(huán)境。
[Abstract]:Microfilm, as an independent cultural form, has its unique characteristics of communication. The development of micro-film should emphasize its process of "strong content, re-spread" and fully exploit its commercial value. We should not only rely on leading consumption to support it, but also emphasize the ability of derivative products to "absorb money", because the latter has stronger sustainability. Film derivatives are an extremely important link in the film industry chain. The international film industry, such as Hollywood, has been very mature in the development of this link, but China has just started and is still in the pre-industrialization stage. Many people say, It is a little too early to talk about derivative products of micro-film under the premise that Chinese traditional film has not fully exploited the market potential, but in the context of globalization, with the development of micro-film industry in China, The development of micro-film derivative market is imperative, which is also in line with the commercial nature of micro-film. This paper is divided into four chapters. The first chapter introduces the research background and literature review, then puts forward the questions and explains the research methods used. The second chapter redefines the concept of micro-film by comparing the difference between micro-film and traditional film and advertisement. The third chapter analyzes the communication characteristics of microfilm by using "5W" mode. It is concluded that micro-film can develop a market "blue sea" in addition to traditional films and advertisements, paving the way for the next chapter to put forward solutions. Chapter 4th advocates to pay attention to the industrialization development of micro-films. Improve its business model. This article mainly uses the long tail theory, through the analysis of the existing profit model, draws the conclusion from the angle of the industry chain that we should strengthen the microfilm derivative product development, and proposes the government, the video website, the practitioner, Netizens four-party linkage, together to create a good micro-film market environment.
【學(xué)位授予單位】：中國(guó)青年政治學(xué)院
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：J905;G206

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