本文選題：微電影 + 盈利模式��； 參考：《昆明理工大學(xué)》2014年碩士論文

【摘要】：隨著新媒體技術(shù)和數(shù)字媒介傳播模式的發(fā)展,新媒體形式不斷地大量涌現(xiàn),數(shù)字化的傳播形式改變了原有信息的儲(chǔ)存、接收、處理以及傳播形式,改變了人們的傳統(tǒng)生活方式和消費(fèi)習(xí)慣,正是在這種技術(shù)背景下出現(xiàn)了微電影。微電影的傳播速度快、門(mén)檻低、草根性強(qiáng)等特性改變了當(dāng)今受眾對(duì)傳統(tǒng)電影、電視劇以及對(duì)傳統(tǒng)廣告姿態(tài)認(rèn)同,微電影也因此步入了一個(gè)平民化、自由化和互動(dòng)化的嶄新時(shí)代。各界人士都紛紛進(jìn)入微電影界,想要在這一領(lǐng)域分得一杯羹,而廣告主更愿意選擇這種新興的媒體形式作為傳播媒介,這種新的媒體形式不僅帶來(lái)了社會(huì)價(jià)值,也為企業(yè)廣告主帶來(lái)了不可小覷的商業(yè)價(jià)值。 而實(shí)際上,微電影產(chǎn)業(yè)尚屬于新興產(chǎn)物的狀態(tài),各方面的發(fā)展還未完善,由為重要的是微電影盈利模式并不健全。微電影當(dāng)前具有高漲的人氣,也不能將其轉(zhuǎn)化為巨額的利潤(rùn),雖然可以為微電影盈利模式構(gòu)建“價(jià)值網(wǎng)絡(luò)關(guān)系”,但也很難找到“關(guān)系”背后巨大的商業(yè)價(jià)值。因此,為微電影尋求適合它的盈利模式,實(shí)現(xiàn)一個(gè)最為完善的盈利模式網(wǎng)絡(luò),是成為我國(guó)微電影產(chǎn)業(yè)長(zhǎng)久發(fā)展的當(dāng)務(wù)之急。 首先,本文對(duì)微電影的基本概念,包括微電影概念的界定、產(chǎn)生的背景、發(fā)展的歷程和發(fā)展趨勢(shì)等進(jìn)行解析,總結(jié)微電影本身.所具備的優(yōu)勢(shì),以及正在逐漸形成獨(dú)特的產(chǎn)業(yè)鏈。 其次,本文對(duì)微電影盈利模式的基本理論和盈利模式基本要素的概念進(jìn)行了界定研究,同時(shí)對(duì)微電影產(chǎn)業(yè)鏈與現(xiàn)有的盈利模式進(jìn)行分析和闡述。并明確地對(duì)微電影盈利模式的研究現(xiàn)狀和當(dāng)今微電影市場(chǎng)格局進(jìn)行了較為全面分析,總結(jié)了阻礙微電影產(chǎn)業(yè)發(fā)展的最大障礙之一就是微電影盈利模式模糊,部分微電影盈利要素不完整,現(xiàn)有的盈利模式不足以支撐整個(gè)微電影產(chǎn)業(yè)的持續(xù)發(fā)展。最重要的是,借用斯萊沃斯基盈利模式理論為分析工具,在利潤(rùn)點(diǎn)、利潤(rùn)源、利潤(rùn)杠桿和利潤(rùn)屏障等四個(gè)方面詳細(xì)地分析了目前我國(guó)微電影的盈利模式,并總結(jié)各個(gè)要素相互聯(lián)系與交叉的盈利模式特點(diǎn) 最后,根據(jù)前文的分析和總結(jié),我國(guó)微電影盈利模式的特點(diǎn)與缺陷的研究,提出了微電影盈利模式運(yùn)營(yíng)的對(duì)策思考。不過(guò),微電影產(chǎn)業(yè)不斷發(fā)展中,還需要根據(jù)當(dāng)下不同的具體情況做出相應(yīng)的調(diào)整和創(chuàng)新,以實(shí)現(xiàn)真正的盈利。本文對(duì)微電影盈利模式進(jìn)行了梳理并提出了相對(duì)較為合理的發(fā)展方向,希望能夠?qū)ξ覈?guó)微電影產(chǎn)業(yè)的發(fā)展具有積極的作用。
[Abstract]:With the development of new media technology and digital media communication mode, new media forms are emerging in large numbers. The digital communication forms have changed the original information storage, reception, processing and dissemination. Changed people's traditional way of life and consumption habits, it is in this technical background appeared micro-film. The characteristics of micro-film, such as fast spread, low threshold and strong grassroots, have changed the audience's recognition of traditional movies, TV dramas and traditional advertising postures. Therefore, micro-films have entered a new era of populace, liberalization and interaction. People from all walks of life have entered the micro-film industry in order to get a piece of the pie in this field, and advertisers are more willing to choose this new form of media as the medium of communication. This new form of media has not only brought social value. Also for the enterprise advertisers to bring the commercial value can not be underestimated. In fact, the micro-film industry is still a state of emerging products, the development of all aspects is not perfect, the important thing is that the profit model of micro-film is not perfect. Microfilm has high popularity at present, and it can not be transformed into huge profits. Although it can build "value network relationship" for micro-movie profit model, it is difficult to find the huge commercial value behind "relationship". Therefore, it is an urgent task for China's micro-film industry to seek a profit model suitable for it and to realize the most perfect profit model network. First of all, this paper analyzes the basic concepts of micro-film, including the definition of micro-film concept, the background, the development process and the development trend, and summarizes the micro-film itself. With the advantages, and is gradually forming a unique industrial chain. Secondly, this paper defines the basic theory of micro-film profit model and the concept of the basic elements of profit model. At the same time, it analyzes and expounds the micro-film industry chain and the existing profit model. Finally, the paper makes a comprehensive analysis of the current situation of the profit model of micro film and the market pattern of micro film, and summarizes that one of the biggest obstacles to the development of micro film industry is the fuzzy profit model of micro film. Some micro-film profit factors are not complete, the existing profit model is not enough to support the sustainable development of the whole micro-film industry. The most important thing is to use Slewowski's profit model theory as an analytical tool to analyze in detail the profit model of microfilm in China in four aspects: profit point, profit source, profit lever and profit barrier. And sum up the characteristics of the profit model which each factor is related to and intersects with each other. Finally, according to the above analysis and summary, the characteristics and defects of the profit mode of micro-film in China are studied, and the countermeasures for the operation of the profit mode of micro-film are put forward. However, with the development of micro-film industry, it is necessary to adjust and innovate according to different circumstances in order to realize real profit. This paper combs the profit mode of micro film and puts forward a relatively reasonable direction of development, hoping to play a positive role in the development of micro film industry in China.
【學(xué)位授予單位】：昆明理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：J943

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