發(fā)布時間：2018-05-23 08:27

  本文選題：影視產(chǎn)業(yè) + 新媒體　； 參考：《山東師范大學》2013年碩士論文

【摘要】：隨著數(shù)字技術(shù)和互聯(lián)網(wǎng)技術(shù)的變革,影視產(chǎn)業(yè)的發(fā)展軌跡悄然發(fā)生了改變,新媒體打破了影視產(chǎn)業(yè)一直被電視臺、電影院等傳統(tǒng)媒體壟斷的局面,給影視產(chǎn)業(yè)的多元化發(fā)展注入了新鮮活力。對于影視產(chǎn)業(yè)來說,這既是機遇也是挑戰(zhàn)。但面對新媒體帶來的巨大潛在市場,影視產(chǎn)業(yè)在這一新興媒體平臺上的發(fā)展卻陷入了怪圈,一味的追趕模仿競爭對手導(dǎo)致的內(nèi)容同質(zhì)化、用戶忠誠度低、盈利模式單一等問題成為影視產(chǎn)業(yè)在新媒體平臺發(fā)展的阻力。在經(jīng)過幾年的快速發(fā)展后,影視新媒體產(chǎn)業(yè)正處在發(fā)展的十字路口,簡單的擴大規(guī)模和市場份額已經(jīng)無法幫助企業(yè)獲得長久的發(fā)展,如何在眾多競爭對手中提高價值創(chuàng)造能力,拓展生存空間成為競爭的主題。本文嘗試在理論研究的基礎(chǔ)上,探索出適應(yīng)影視新媒體產(chǎn)業(yè)特點的商業(yè)模式創(chuàng)新策略,從而為影視新媒體提高市場競爭能力,拓展未來發(fā)展空間提供理論和實踐的參考。 商業(yè)模式是企業(yè)利用稀有資源、組織利益相關(guān)者提供產(chǎn)品或服務(wù),使企業(yè)保持競爭優(yōu)勢,并對企業(yè)將來的發(fā)展具有指導(dǎo)作用的體系。影視新媒體產(chǎn)業(yè)在新媒體時代有其自身的發(fā)展特點,包括低參與門檻激發(fā)觀眾的參與性、創(chuàng)造性；多元化的傳播渠道打破媒介霸權(quán)的格局；“去中心化”的傳播模式增強互動性并滿足個性化需求；“內(nèi)容為王”成為行業(yè)共識。影視產(chǎn)業(yè)在互聯(lián)網(wǎng)媒體、手機媒體和數(shù)字電視媒體等新興媒體平臺的發(fā)展情況和存在的問題主要是價值主張不明確,缺乏行業(yè)特點；目標客戶區(qū)分度低,缺乏差異競爭力；業(yè)務(wù)模式單一,難以滿足多變的市場需求；資源配置模式不合理,影響產(chǎn)業(yè)的健康發(fā)展；缺乏有效的盈利模式,盈利水平過低。因此,影視新媒體企業(yè)商業(yè)模式的創(chuàng)新應(yīng)該從細分目標市場,引領(lǐng)客戶潛在需求；創(chuàng)新接觸管理,拓展用戶接觸渠道；加強跨媒體合作,打造高效產(chǎn)業(yè)價值鏈；創(chuàng)新盈利模式,提高盈利水平四大路徑進行。
[Abstract]:With the transformation of digital technology and Internet technology, the development track of the film and television industry has quietly changed. The new media has broken the situation in which the film and television industry has been monopolized by traditional media, such as television stations, cinemas and other traditional media. The diversified development of the film and television industry has injected fresh vitality. For the film and television industry, this is both an opportunity and a challenge. However, in the face of the huge potential market brought by new media, the development of film and television industry on this new media platform has fallen into a strange circle, blindly chasing and imitating the content homogenization caused by competitors, and low user loyalty. The single profit model has become the resistance to the development of the film and television industry in the new media platform. After several years of rapid development, the film and television new media industry is at the crossroads of development, simple expansion of the scale and market share can no longer help enterprises to obtain long-term development, how to improve the value creation ability among many competitors. Expanding the living space has become the theme of competition. On the basis of theoretical research, this paper attempts to explore the innovative strategy of business model adapting to the characteristics of new media industry in film and television, so as to provide a theoretical and practical reference for new media to improve its market competitiveness and expand its future development space. Business model is a system in which enterprises make use of scarce resources, organize stakeholders to provide products or services, enable enterprises to maintain their competitive advantages, and play a guiding role in the future development of enterprises. The film and television new media industry has its own development characteristics in the new media era, including the low threshold of participation to stimulate audience participation, creativity, diversification of communication channels to break the pattern of media hegemony; The communication mode of "decentralization" enhances the interaction and meets the individualized demand, and "content is king" becomes the consensus of the industry. The development and problems of film and television industry in Internet media, mobile phone media and digital TV media are mainly due to the lack of specific value proposition, lack of industry characteristics, low differentiation of target customers, lack of differential competitiveness, and the following problems: (1) the development of new media platforms, such as Internet media, mobile phone media and digital TV media, etc. The single business model is difficult to meet the changing market demand; the resource allocation model is unreasonable, which affects the healthy development of the industry; the lack of effective profit model, the profit level is too low. Therefore, the innovation of the business model of the new media enterprises in film and television should be based on subdividing the target market, leading the customers' potential demand, innovating the contact management, expanding the user's contact channels, strengthening cross-media cooperation, building the efficient industrial value chain, and innovating the profit model. Raise profit level to carry on four major paths.
【學位授予單位】：山東師范大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：J943

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本文編號：1924000