本文選題：網(wǎng)絡(luò)自制劇 + 視頻網(wǎng)站��； 參考：《遼寧大學(xué)》2013年碩士論文

【摘要】：隨著國內(nèi)各視頻網(wǎng)站不斷發(fā)展壯大，各視頻網(wǎng)站之間的競爭也愈漸激烈，而各網(wǎng)站之間同質(zhì)化問題卻愈發(fā)嚴重，加之電視劇高昂的版權(quán)購買費，都使得各視頻網(wǎng)站紛紛尋求新的出路。于是，網(wǎng)絡(luò)自制劇走入觀眾的視線。這無疑為中國的影視行業(yè)注入了新鮮的血液。在中國網(wǎng)絡(luò)劇蓬勃發(fā)展過程中，也同時存在著一些問題，如自制劇占視頻網(wǎng)站播出視頻的份額較低；出品劇集大多粗制濫造，劇情俗套單一；宣傳與推廣方式不當(dāng)；植入式廣告泛濫等。 與傳統(tǒng)電視劇行業(yè)相比，國內(nèi)的網(wǎng)絡(luò)自制劇還處在起步階段，整個網(wǎng)絡(luò)自制劇行業(yè)的產(chǎn)業(yè)鏈發(fā)展還不夠完善：視頻網(wǎng)站自身缺少優(yōu)秀的制作團隊。推廣人群定位還不夠明確，推廣平臺沒有形成多媒體有效的整合。而在自制劇播放的過程中又沒有做到與受眾的及時互動，沒有充分利用網(wǎng)絡(luò)快速的反應(yīng)機制。 本文則針對目前國內(nèi)網(wǎng)絡(luò)自制劇存在的問題及問題產(chǎn)生的原因，為未來國內(nèi)網(wǎng)絡(luò)自制劇的發(fā)展提出一些建議。如考慮到網(wǎng)絡(luò)媒介自身的傳播優(yōu)勢，提出要充分增強自制方與受眾的互動，，讓受眾真正參與到劇情的創(chuàng)造與效果的反饋中來，從而達到最好的傳播效果；用“品牌自制劇”與“商業(yè)定制劇”的形式，來合理調(diào)整植入式廣告與資金不足的問題；明確視頻網(wǎng)站及受眾的定位，做到精準(zhǔn)傳播的有效應(yīng)用；還從宣傳平臺有效整合及運用，版權(quán)的海外推廣等方面，為網(wǎng)絡(luò)自制劇的發(fā)展，提供更好的宣傳推廣方式。還提出了國內(nèi)網(wǎng)絡(luò)自制劇線下衍生品的發(fā)展問題，以期能填補目前國內(nèi)網(wǎng)絡(luò)自制劇線下衍生品發(fā)展的空白，在解決資金問題的同時擴大網(wǎng)絡(luò)自制劇的品牌影響力，為國內(nèi)視頻網(wǎng)站自制劇的發(fā)展提供更好的平臺與空間。
[Abstract]:With the continuous development of domestic video websites, the competition among video websites is becoming more and more fierce, while the homogeneity problem between the websites is becoming more and more serious, in addition to the high copyright purchase cost of TV dramas. All make each video website seek new outlet one after another. As a result, the network from the production into the audience's eyes. This undoubtedly for China's film and television industry injected fresh blood. In the process of the vigorous development of Chinese network drama, there are also some problems, such as the low share of self-produced plays in the video broadcast on video websites; the majority of the production series are shoddy, the plot is simple, the propaganda and promotion methods are improper; The implantation type advertisement overflows and so on. Compared with the traditional TV series industry, the domestic network self-production is still in its infancy, the development of the industry chain of the whole network self-production industry is not perfect enough: the video website itself lacks the excellent production team. Popularizing crowd positioning is not clear enough, extension platform has not formed multimedia effective integration. However, in the process of self-production, there is no timely interaction with the audience, and the rapid response mechanism of the network is not fully utilized. According to the existing problems and the causes of the problems, this paper puts forward some suggestions for the future development of the domestic network self-production. For example, considering the communication advantages of the network media, it is proposed that the interaction between the self-made media and the audience should be fully strengthened, so that the audience can truly participate in the feedback of the plot creation and effect, so as to achieve the best communication effect; In the form of "brand self-production" and "commercial custom drama", we can reasonably adjust the problem of placement advertisement and insufficient funds, define the position of video website and audience, and make the effective application of accurate communication. From the aspects of effective integration and application of propaganda platform, overseas promotion of copyright and so on, it provides a better way of propaganda and promotion for the development of network self-production. In order to fill the gap in the development of domestic self-production online derivatives, and to solve the problem of funds and expand the brand influence of online self-production, this paper also puts forward the development of domestic self-production online derivatives. To provide a better platform and space for the development of domestic video website self-production.
【學(xué)位授予單位】：遼寧大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J905;G206

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本文編號：1856869