【摘要】：互聯(lián)網(wǎng)發(fā)展初期,信息大多通過文字、圖片來表達,但這二者都是淺度的信息交互。到了信息大爆炸時代,碎片化的文字和圖片已經(jīng)無法解決深度社交的問題。伴隨著社交媒體、智能手機、4G網(wǎng)絡(luò)的發(fā)展,網(wǎng)絡(luò)視頻直播由此應(yīng)運而生。網(wǎng)絡(luò)直播是一種新興的高互動性視頻娛樂,如今的直播平臺已經(jīng)進入了“隨走、隨看、隨播”的3.0移動視頻直播時代,越來越多的人愿意參與其中,直播并分享自己的生活,全民直播漸成趨勢。2016年被譽為“中國網(wǎng)絡(luò)直播元年”,直播平臺超過200家,用戶人數(shù)達3億,市場規(guī)模超過150億元,網(wǎng)絡(luò)直播作為新興的社交方式正引發(fā)一場新的媒介革命,直播平臺也成為新一輪互聯(lián)網(wǎng)巨頭和創(chuàng)業(yè)者們爭奪的主戰(zhàn)場,網(wǎng)絡(luò)直播進入全面爆發(fā)的階段。由此,對網(wǎng)絡(luò)直播課題的研究被提上日程,如何把直播這一新服務(wù)平臺利用好、發(fā)展好成為大家共同討論的話題。本文立足于網(wǎng)絡(luò)直播這個主題,對其運營方式及優(yōu)化策略進行探討和分析。安排結(jié)構(gòu)為五章,第一章闡述了網(wǎng)絡(luò)直播的概念、分類和發(fā)展歷程。第二章分析了網(wǎng)絡(luò)直播盛行的原因。從網(wǎng)絡(luò)直播盛行的必然性和自身優(yōu)勢、環(huán)境優(yōu)勢進行分析,自身優(yōu)勢列舉了網(wǎng)絡(luò)直播具有真實性、體驗性、互動性、信息承載性和實時性的特點;環(huán)境優(yōu)勢從資本的強力注入、直播市場出現(xiàn)空缺、技術(shù)呈現(xiàn)跨越式發(fā)展和網(wǎng)絡(luò)對直播內(nèi)容的包容性進行分析。第三章研究了網(wǎng)絡(luò)直播平臺的運營方式,主要從直播平臺的運行和經(jīng)營兩個方面進行探討。網(wǎng)絡(luò)直播的運行主要從直播平臺、周邊產(chǎn)業(yè)、內(nèi)容生產(chǎn)者和內(nèi)容消費者四個方面分析了其產(chǎn)業(yè)鏈結(jié)構(gòu),網(wǎng)絡(luò)直播的經(jīng)營方面主要探討了其盈利方式,具體從禮物機制、廣告收入、游戲產(chǎn)業(yè)鏈和“直播+”新型盈利方式進行探討。第四章列舉了網(wǎng)絡(luò)直播平臺的運營瓶頸,綜合分析來看,限制網(wǎng)絡(luò)直播行業(yè)發(fā)展的瓶頸主要有二,其一是運行中低質(zhì)視頻充斥直播屏幕以致造成社會不良影響,具體包括行業(yè)準入門檻低、商業(yè)邏輯與文化邏輯存在沖突、直播平臺監(jiān)管落后三個問題。其二是經(jīng)營中經(jīng)濟壓力大導(dǎo)致平臺發(fā)展困難,具體包括直播內(nèi)容同質(zhì)化嚴重、社交不足導(dǎo)致消費轉(zhuǎn)化率有限、資本涌入和寬帶成本過高三個問題。第五章針對第四章提出的運行和經(jīng)營層面的問題具體提出了在今后的直播過程中要提高主播行業(yè)準入門檻、優(yōu)化相關(guān)政策法規(guī)、完善平臺監(jiān)管機制、推進直播平臺的垂直化和泛平臺化、激活直播平臺的交互性和加快行業(yè)整合六個優(yōu)化策略和整改意見。相信在社會各界的共同努力下,網(wǎng)絡(luò)直播行業(yè)會越來越壯大,我們的視野也會越來越寬闊。
[Abstract]:At the beginning of the development of the Internet, most of the information was expressed by text and pictures, but both of them were shallow information interaction. In the age of the Big Bang Theory, fragmented text and pictures have failed to solve the problem of deep social interaction. With the development of social media, smart phone, 4G network, live video on the network came into being. Webcast is a new kind of interactive video entertainment. Today's live broadcasting platform has entered the "go with go, watch, watch with broadcast" mobile video broadcasting era, more and more people are willing to participate in it. Live broadcast and share their own lives, popular live broadcast is becoming a trend. 2016 is known as "the first year of online live broadcasting in China." there are more than 200 live broadcast platforms with 300 million users and a market scale of more than 15 billion yuan. As a new social way, webcast is leading to a new media revolution, and the live broadcast platform has become the main battleground for the new round of Internet giants and entrepreneurs, and it has entered the stage of full-scale explosion. As a result, the research on webcast has been put on the agenda, how to make good use of the new service platform of live broadcasting, and how to develop it has become a common topic of discussion. Based on the theme of webcast, this paper discusses and analyzes its operation mode and optimization strategy. The first chapter describes the concept, classification and development of webcast. The second chapter analyzes the reasons for the prevalence of webcast. Based on the analysis of the inevitability of the prevalence of webcasting and its own advantages and environmental advantages, this paper enumerates the characteristics of its authenticity, experience, interactivity, information carrying capacity and real time. Environmental advantage from the strong injection of capital, live broadcast market vacancies, technological leapfrogging development and network analysis of the inclusion of live broadcast content. The third chapter studies the operation mode of the webcast platform, mainly from two aspects: the operation and management of the platform. The operation of webcast mainly analyzes the structure of its industrial chain from four aspects: live broadcast platform, peripheral industry, content producer and content consumer. The management aspect of webcast mainly discusses its profit mode, specifically from the gift mechanism. Advertising revenue, game industry chain and "live" new profit way to discuss. The fourth chapter enumerates the operation bottleneck of the webcast platform. According to the comprehensive analysis, there are two main bottlenecks restricting the development of the webcast industry. One is that the running low quality video is flooded with the live broadcast screen, resulting in adverse social impact. It includes three problems: low entry threshold, conflict between commercial logic and cultural logic, and backward supervision of live broadcast platform. The other is that the development of platform is difficult due to economic pressure, including serious homogeneity of live broadcast content, limited conversion rate of consumption due to social insufficiency, capital influx and high cost of broadband. In the fifth chapter, in view of the problems in operation and management raised in chapter 4, the author puts forward that in the process of direct broadcast in the future, we should raise the entrance threshold of the anchorages industry, optimize the relevant policies and regulations, and improve the supervision mechanism of the platform. Promote the vertical and pan-platform of the platform, activate the interaction of the platform and accelerate the industry integration of six optimization strategies and corrective opinions. I believe that under the joint efforts of all sectors of society, webcast industry will grow stronger, our vision will be wider and wider.
【學(xué)位授予單位】：河北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：G206

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