本文選題：新媒體 + 營銷��； 參考：《中國藝術(shù)研究院》2017年碩士論文

【摘要】：本文主要從新媒體傳播角度出發(fā),探究在新媒體這個新興媒介領(lǐng)域里,對于話劇本身的制作以及營銷能起到哪些作用。通過研究新媒體的特性,再對比話劇發(fā)展的歷史,探索當(dāng)代話劇商業(yè)發(fā)展的新模式,以及新媒體傳播背景下話劇營銷的未來走向。在具體研究思路上,本文從新媒體的定義入手,通過考察新媒體當(dāng)下技術(shù)的發(fā)展以及對社會生活產(chǎn)生的影響,分析新媒體技術(shù)的優(yōu)勢和傳播特點(diǎn)。再從國內(nèi)話劇市場的發(fā)展歷程出發(fā),分析市場營銷在國內(nèi)市場的運(yùn)用成效,包括文化體制改革對話劇市場營銷的推進(jìn)作用,以及當(dāng)前話劇市場形成的多元化演出模式。討論新媒體傳播在話劇生產(chǎn)、制作、營銷這一系列產(chǎn)業(yè)鏈所起的作用。最后結(jié)合“互聯(lián)網(wǎng)+”的政策,展望新媒體背景下戲劇營銷的未來走向,以及戲劇營銷的前景。本文共分為四章。第一章主要論述新媒體的特點(diǎn)和發(fā)展過程,明確新媒體的含義界定,并對比新媒和傳統(tǒng)媒體的不同,考察新媒體在傳播特點(diǎn)和功能上的優(yōu)勢。為下面幾章的論述做相關(guān)的理論鋪墊和前提說明。第二章是本論文的重點(diǎn),主要針對國內(nèi)話劇市場發(fā)展的歷史進(jìn)程進(jìn)行概括性論述,首先明確市場營銷的主要概念和內(nèi)容,繼而論述文化體制改革對話劇市場的開放造成的影響,包括話劇市場多元化演出模式的出現(xiàn)以及多種市場營銷模式的建立。第三章也是本論文的重點(diǎn),主要探討話劇市場同新媒體技術(shù)的結(jié)合,在話劇的創(chuàng)作、制作、營銷三個方面所起到的作用。強(qiáng)調(diào)新媒體在話劇整個生產(chǎn)鏈中所占的比重。并且對比第二章話劇發(fā)展的歷史,強(qiáng)調(diào)新媒體營銷給話劇市場帶來的改變,說明新媒體與話劇產(chǎn)業(yè)結(jié)合的緊迫性。最后闡述的是,不僅是話劇,在傳統(tǒng)戲曲的營銷上也需要新媒體的介入。第四章是展望部分,也是論文的結(jié)尾。主要結(jié)合政府當(dāng)前對“互聯(lián)網(wǎng)+”的大力提倡和相關(guān)政策制定,展望戲劇+互聯(lián)網(wǎng)的未來走向,探尋戲劇能否順應(yīng)時代潮流,利用互聯(lián)網(wǎng)思維對戲劇市場營銷做出相應(yīng)的改變。同時也指出新媒體傳播在話劇營銷方面存在的局限性。
[Abstract]:From the perspective of new media communication, this paper explores what role the new media can play in the production and marketing of drama itself in the field of new media. By studying the characteristics of new media and comparing the history of development of modern drama, this paper explores the new mode of commercial development of modern drama and the future trend of marketing of drama under the background of new media communication. In the specific research ideas, this paper starts with the definition of new media, analyzes the advantages and communication characteristics of new media technology by examining the development of new media technology and its impact on social life. Based on the development of the domestic drama market, this paper analyzes the application effect of marketing in the domestic market, including the promotion of cultural system reform to the marketing of drama, and the diversified performance mode formed in the present drama market. This paper discusses the role of new media communication in the production, production and marketing of drama. Finally, combined with the policy of "Internet", the future trend of drama marketing and the prospect of drama marketing under the background of new media are prospected. This paper is divided into four chapters. The first chapter mainly discusses the characteristics and development process of new media, defines the meaning of new media, compares the differences between new media and traditional media, and examines the advantages of new media in communication characteristics and functions. For the following chapters of the discussion to do the relevant theoretical cushion and the premise of the explanation. The second chapter is the focal point of this thesis, mainly focusing on the historical process of the development of domestic drama market. Firstly, it clarifies the main concepts and contents of marketing, and then discusses the impact of the cultural system reform on the opening up of the drama market. It includes the emergence of diversified performance mode in drama market and the establishment of various marketing models. The third chapter is also the focus of this paper, mainly discusses the combination of the drama market and new media technology, in the drama creation, production, marketing three aspects of the role. Emphasize the proportion of new media in the whole production chain of drama. Compared with the history of drama development in the second chapter, it emphasizes the change of new media marketing to the drama market, and explains the urgency of the combination of new media and drama industry. Finally, not only drama, but also the new media are needed in the marketing of traditional opera. The fourth chapter is the prospect part, also is the end of the paper. Combined with the government's current advocacy of "Internet" and relevant policy formulation, the author looks forward to the future trend of drama Internet, explores whether drama can conform to the trend of the times, and uses Internet thinking to make corresponding changes to drama marketing. At the same time, it also points out the limitations of new media communication in drama marketing.
【學(xué)位授予單位】：中國藝術(shù)研究院
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：J824

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