本文選題：網(wǎng)絡(luò)自制節(jié)目 + 品牌傳播��； 參考：《重慶大學(xué)》2015年碩士論文

【摘要】：隨著網(wǎng)絡(luò)技術(shù)的快速發(fā)展和互聯(lián)網(wǎng)服務(wù)內(nèi)容的不斷豐富,網(wǎng)絡(luò)視頻己經(jīng)成為互聯(lián)網(wǎng)行業(yè)中不容忽視的重要服務(wù)內(nèi)容之一,也是人們?nèi)粘Ｉ钪胁豢扇鄙俚囊徊糠帧＞W(wǎng)絡(luò)自制節(jié)目的興起也是順應(yīng)了受眾市場(chǎng)分化的結(jié)果,但是,由于互聯(lián)網(wǎng)相關(guān)制度的不健全導(dǎo)致節(jié)目質(zhì)量?jī)蓸O分化嚴(yán)重,一些節(jié)目制造粗糙、內(nèi)容低俗,為了吸引眼球而品味低下、缺乏藝術(shù)價(jià)值的現(xiàn)象屢見不鮮。再加上傳統(tǒng)媒體在節(jié)目制作方面紛紛發(fā)力,求突破求創(chuàng)新,網(wǎng)民需求也在迅速變化,這些內(nèi)外部環(huán)境因素的影響給網(wǎng)絡(luò)自制節(jié)目的進(jìn)一步發(fā)展帶來了巨大的壓力。然而,互聯(lián)網(wǎng)行業(yè)也面臨著日益激烈的市場(chǎng)競(jìng)爭(zhēng),網(wǎng)絡(luò)自制節(jié)目要想在競(jìng)爭(zhēng)中站穩(wěn)腳跟,則必須打造品牌,走品牌化發(fā)展的道路�；谝陨犀F(xiàn)狀,論文試著站在如何對(duì)網(wǎng)絡(luò)自制節(jié)目進(jìn)行品牌傳播的角度,以新聞學(xué)、傳播學(xué)、品牌學(xué)、市場(chǎng)營(yíng)銷學(xué)等理論為依據(jù),概述我國(guó)網(wǎng)絡(luò)自制節(jié)目的發(fā)展,分析我國(guó)網(wǎng)絡(luò)自制節(jié)目品牌傳播的實(shí)踐問題,為當(dāng)下網(wǎng)絡(luò)自制節(jié)目的品牌傳播提供一些積極有效的策略。論文分為五個(gè)部分,第一部分提出論文選題的動(dòng)因和創(chuàng)新點(diǎn),并對(duì)網(wǎng)絡(luò)自制節(jié)目文獻(xiàn)進(jìn)行綜述,提出論文的研究方法;第二部分梳理介紹我國(guó)網(wǎng)絡(luò)自制節(jié)目含義的界定、興起原因、特征及存在的問題;第三部分梳理并總結(jié)網(wǎng)絡(luò)自制節(jié)目品牌傳播的研究成果及相關(guān)理論知識(shí);第四部分以品牌傳播理論為依據(jù),分別從品牌傳播主體、品牌傳播對(duì)象、品牌傳播內(nèi)容、品牌傳播渠道四個(gè)方面詳細(xì)的分析國(guó)內(nèi)兩檔典型的網(wǎng)絡(luò)自制節(jié)目的傳播要素,分別總結(jié)它們的優(yōu)勢(shì)和不足;第五部分根據(jù)前一章的詳細(xì)分析,提出網(wǎng)絡(luò)自制節(jié)目進(jìn)行品牌傳播的策略,認(rèn)為品牌傳播應(yīng)該把握三個(gè)大的方向,即以一體化定位樹立品牌整體意識(shí)、以分眾化定位實(shí)現(xiàn)社群化傳播、以多元化傳播渠道完善全產(chǎn)業(yè)鏈模式。
[Abstract]:With the rapid development of network technology and the continuous enrichment of Internet service content, network video has become one of the most important services in the Internet industry, and it is also an indispensable part of people's daily life. The rise of self-made programs on the Internet is also the result of the market differentiation of the audience. However, due to the imperfect system related to the Internet, the quality of the programs is seriously polarized, some programs are made rough, and the content is vulgar. In order to attract eyeballs and taste low, lack of artistic value phenomenon is common. In addition, the traditional media in the production of programs have made efforts to break through and seek innovation, Internet users' demand is also rapidly changing, these internal and external environmental factors for the further development of home-made programs on the network has brought great pressure. However, the Internet industry is also facing increasingly fierce market competition. If the network home-made programs want to stand firm in the competition, they must build brands and take the road of brand development. Based on the above situation, the thesis tries to summarize the development of our country's network home-made programs based on the theories of journalism, communication, branding, marketing and so on, from the angle of how to carry out brand communication to the network home-made programs, and based on the theories of journalism, communication, branding, marketing and so on. This paper analyzes the practical problems of brand communication of network homemade programs in our country, and provides some positive and effective strategies for brand communication of network homemade programs. The thesis is divided into five parts. In the first part, the motivation and innovation of the topic selection are put forward, and the literature of the network homemade program is summarized, and the research method is put forward. The second part introduces the definition of the meaning of the network homemade program in our country. The reason, characteristics and existing problems; the third part combs and summarizes the research results and related theoretical knowledge of brand communication of self-made online programs; the fourth part is based on the theory of brand communication, respectively from the brand communication subject, Brand communication object, brand communication content, brand communication channel four aspects of the detailed analysis of domestic two typical network home-made program communication elements, respectively, summed up their advantages and disadvantages; the fifth part according to the previous chapter of the detailed analysis, This paper puts forward the strategy of brand communication of network self-made programs, and thinks that brand communication should grasp three major directions, that is, to establish brand consciousness by integrated positioning, and to realize community-oriented communication by focusing on diversity. Improve the mode of the whole industry chain with diversified communication channels.
【學(xué)位授予單位】：重慶大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：G206-F

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