本文關鍵詞：基于網(wǎng)絡狀產(chǎn)業(yè)鏈的真人秀節(jié)目運行機制研究　出處：《江西財經(jīng)大學》2015年碩士論文　論文類型：學位論文

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【摘要】：21世紀的前十年是電視真人秀在全球范圍內(nèi)快速發(fā)展的階段。2005年隨著《超級女聲》的出現(xiàn),真人秀節(jié)目呈現(xiàn)出井噴式地增長,真人秀節(jié)目的影響力也跨入了一個新的臺階。這一節(jié)目徹底改變了中國電視娛樂節(jié)目的格局。尤其2013年《爸爸去哪兒》的出現(xiàn),不僅再次刷新了真人秀節(jié)目的商業(yè)價值,并且也具備了較強的社會價值。然而伴隨著新技術的發(fā)展,新媒體在電視內(nèi)容的傳播和營銷中占據(jù)越來越重要的地位,移動終端大范圍的使用也改變了傳統(tǒng)媒體的傳播方式和接收方式。新的媒介環(huán)境發(fā)生變化,受眾的需求以及接收信息習慣的變化,導致電視節(jié)目傳統(tǒng)產(chǎn)業(yè)鏈也發(fā)生了很大的變化,這種變化體現(xiàn)為產(chǎn)業(yè)鏈的線性結構逐步擴散,形成了新的網(wǎng)絡架構。產(chǎn)業(yè)鏈的網(wǎng)絡狀結構能夠合理利用系統(tǒng)內(nèi)所有資源,表現(xiàn)出了附加價值最大化和全面營銷的特點。網(wǎng)絡狀產(chǎn)業(yè)鏈對真人秀節(jié)目產(chǎn)業(yè)發(fā)展有良好的推動作用,但也出現(xiàn)了新的問題,其中的主要問題有:由于分工不合理出現(xiàn)的創(chuàng)新機制不健全和缺少長期品牌建設問題,衍生品市場開發(fā)帶來的合作與競爭中出現(xiàn)了信任問題以及產(chǎn)業(yè)鏈發(fā)展不均衡引起的利益分配不均問題等。從產(chǎn)業(yè)鏈視角來看待這些問題,我們需要完善真人秀節(jié)目的產(chǎn)業(yè)鏈構架,保障運行機制良好運作,即需要創(chuàng)新價值生成機制,強化信任機制,重建利益分配機制。價值生成機制即提升真人秀節(jié)目產(chǎn)業(yè)鏈的系統(tǒng)價值,解決品牌建設和創(chuàng)新能力的問題,其核心在于深化模塊化分工。在電視產(chǎn)業(yè)需通過“制播分離”的方式,分解產(chǎn)業(yè)鏈核心模塊以及不斷開發(fā)新模塊來達成。信任機制是產(chǎn)業(yè)鏈網(wǎng)狀結構中各模塊通過合作和競爭形成的共識,它是產(chǎn)業(yè)鏈穩(wěn)定運行的基礎。而模塊間的合作和競爭需要產(chǎn)業(yè)鏈具備一定規(guī)模,在真人秀節(jié)目產(chǎn)業(yè)中體現(xiàn)為各模塊的合作策略和競爭策略。合作策略需要通過擴大產(chǎn)業(yè)鏈網(wǎng)絡結構的規(guī)模,不斷延伸產(chǎn)業(yè)鏈;競爭策略則是通過市場優(yōu)勝劣汰,促進優(yōu)勢模塊的發(fā)展。利益分配機制是產(chǎn)業(yè)鏈運行的保障,確保產(chǎn)業(yè)鏈順利運行。在網(wǎng)絡狀產(chǎn)業(yè)鏈中,價值貢獻度、談判力、價值網(wǎng)絡環(huán)境都決定著利益的分配,但價值貢獻度起主導作用。在真人秀節(jié)目產(chǎn)業(yè)鏈中甚至在文化產(chǎn)業(yè)中,內(nèi)容都是其核心的價值,也就是說,價值貢獻度最高的是內(nèi)容,其外在形式的體現(xiàn)即節(jié)目版權。利益分配機制主要是通過版權收益的合理分配來實現(xiàn)的。結合國外版權產(chǎn)業(yè)的經(jīng)驗,我國的版權制度需要在協(xié)同制作的基礎上,通過政府和市場的雙重作用來決定利益的歸屬。作者對真人秀節(jié)目運行機制進行了分析,僅就核心問題展開論述,必然存在問題闡述不全面、宏觀性不足的缺憾。未來將會繼續(xù)關注真人秀節(jié)目的發(fā)展,思考產(chǎn)業(yè)化進程中問題,通過實踐或研究進一步關注。
[Abstract]:The first decade of 21th century was a period of rapid global growth for reality TV. In 2005, with the emergence of Super Girl, reality TV showed an explosion of growth. The influence of reality shows has also entered a new stage. This program has completely changed the pattern of Chinese TV entertainment programs, especially the appearance of where to Dad in 2013. It not only refreshes the commercial value of reality TV, but also has strong social value. However, with the development of new technology, new media plays an increasingly important role in the dissemination and marketing of TV content. The wide use of mobile terminals has also changed the traditional media transmission and reception methods. The new media environment has changed, the needs of the audience and the change of the habits of receiving information. As a result, the traditional industrial chain of TV programs has also undergone great changes, which is reflected in the gradual diffusion of the linear structure of the industrial chain. A new network structure has been formed. The network structure of the industry chain can make use of all the resources in the system reasonably. It shows the characteristics of maximization of added value and overall marketing. The network industry chain has a good role in promoting the development of reality show industry, but there are also new problems. Among them the main problems are: because of the unreasonable division of labor innovation mechanism is not perfect and lack of long-term brand building problem. There are trust problems in the cooperation and competition brought about by the development of derivatives market and the uneven distribution of benefits caused by the unbalanced development of the industrial chain, etc. These problems are viewed from the perspective of the industrial chain. We need to improve the reality show industry chain framework to ensure the good operation of the mechanism, that is, we need to innovate the value generation mechanism, strengthen the trust mechanism. Reconstruction of benefit distribution mechanism. Value generation mechanism is to enhance the system value of reality show industry chain, to solve the problem of brand building and innovation ability. Its core is to deepen the modular division of labor. In the television industry, it is necessary to separate the production and broadcasting. Decomposition of the core modules of the industrial chain and the continuous development of new modules to achieve. Trust mechanism is the industry chain network structure through cooperation and competition of each module formed a consensus. It is the foundation of the steady operation of the industrial chain, and the cooperation and competition among modules need a certain scale of the industrial chain. In reality show industry, the cooperation strategy and competition strategy of each module are embodied. The cooperation strategy needs to extend the industry chain by expanding the scale of the network structure of the industry chain; The competitive strategy is to promote the development of the advantage module through the market survival of the fittest. The benefit distribution mechanism is the guarantee of the operation of the industrial chain to ensure the smooth operation of the industrial chain. In the network industrial chain, the contribution of value, negotiation power. Value network environment determines the distribution of benefits, but the value contribution plays a leading role. In the reality show industry chain, even in the cultural industry, the content is its core value, that is to say. The highest value contribution is the content, whose external form is the program copyright. The benefit distribution mechanism is mainly realized through the rational distribution of copyright income. Combined with the experience of foreign copyright industry. The copyright system of our country needs to decide the ownership of interests through the dual role of the government and the market on the basis of co-production. The author analyzes the running mechanism of reality TV programs and only discusses the core issues. In the future, we will continue to pay attention to the development of reality TV programs, think about the problems in the process of industrialization, and pay further attention to them through practice or research.
【學位授予單位】：江西財經(jīng)大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：G222-F

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