【摘要】：自2009年第一部在線視頻自制劇上線播放,在線視頻網(wǎng)站歷經(jīng)五年沉淀后,蓄勢待發(fā),推出高品質(zhì)的自制劇,根據(jù)互聯(lián)網(wǎng)的用戶思維從PC端逐漸滲透到移動端,從免費觀看模式逐漸發(fā)展成會員制和海外發(fā)行,自制劇是在線視頻網(wǎng)站轉(zhuǎn)型后主要支撐視頻內(nèi)容之一。作為成熟的市場化競爭機(jī)制背景下產(chǎn)生的自制劇,其產(chǎn)生的原因、商品本質(zhì)及未來發(fā)展趨勢是本文的主要研究內(nèi)容。基于在線視頻網(wǎng)站自制劇的商品屬性,本文從市場營銷學(xué)的角度,并借鑒國內(nèi)外學(xué)者相關(guān)研究,對中國在線視頻網(wǎng)站自制劇進(jìn)行解讀,借助市場營銷學(xué)的4P理論,將在線視頻網(wǎng)站自制劇作為一個獨立產(chǎn)品分析其市場價值,系統(tǒng)梳理和總結(jié)在線視頻網(wǎng)站自制劇的產(chǎn)品本質(zhì)和商業(yè)模式,并從中探索未來的發(fā)展方向。圍繞在線視頻網(wǎng)站自制劇的市場營銷學(xué)研究,本文主要通過調(diào)查法追蹤近四年(2012-2015)各大在線視頻網(wǎng)站自制劇的發(fā)展情況,從中進(jìn)行深度分析,并采訪從事在線視頻網(wǎng)站自制劇的相關(guān)人物,獲取一手資料,進(jìn)行客觀研究；通過個案研究的方法,解讀真實案例。本文總共七個章節(jié)：第一章為緒論部分,闡明選題背景和意義、梳理國內(nèi)外相關(guān)研究、說明本文研究框架；第二章至第六章是本文的核心篇章,從市場營銷學(xué)的4P理論分別剖析在線視頻網(wǎng)站自制劇的產(chǎn)品、利潤、渠道、推廣策略,探究它的商品本質(zhì)；第七章,筆者憑借自身對互聯(lián)網(wǎng)的認(rèn)知及根據(jù)前面的理論研究,預(yù)測在線視頻網(wǎng)站自制劇營銷趨勢。通過對在線視頻網(wǎng)站自制劇的研究,筆者認(rèn)為在市場化發(fā)展不斷成熟的背景下,在線視頻網(wǎng)站必將全產(chǎn)業(yè)鏈發(fā)展,以追求更大利潤為目的而不斷完善直至形成成熟的商業(yè)模式。而自制劇在自我完善的過程中,必將成為在線視頻網(wǎng)站的核心優(yōu)勢,吸引忠實用戶,以視頻播放和商品售賣的形式成為在線視頻網(wǎng)站的核心收入來源之一。
[Abstract]:Since the first online video screenplay in 2009, the online video site after five years of precipitation, ready to launch high-quality self-production, according to the Internet user thinking from the PC end gradually infiltrated to the mobile side, From a free viewing model to membership and overseas distribution, self-production is one of the main support video content after the transformation of online video sites. As a mature market-oriented competition mechanism under the background of self-production, the causes of its production, commodity nature and future development trend is the main research content of this paper. Based on the commodity attribute of online video website self-production, this paper, from the angle of marketing and drawing lessons from domestic and foreign scholars, interprets the self-production of Chinese online video website, and makes use of the 4P theory of marketing. This paper analyzes the market value of online video website self-production as an independent product, systematically combs and summarizes the product essence and business model of online video website self-production, and explores the future development direction. Focusing on the marketing research of online video website self-production, this paper mainly tracks the development of self-production of online video website in the past four years (2012-2015) through investigation method, and carries on the in-depth analysis from it. And interview the online video site self-production of characters, get first-hand information, objective research; Through the method of case study, the interpretation of real cases. There are seven chapters in this paper: the first chapter is the introduction part, which clarifies the background and significance of the topic, combs the relevant research at home and abroad, and explains the research framework of this paper; The second to sixth chapters are the core chapters of this paper, from the 4p theory of marketing to analyze the products, profits, channels, promotion strategies of online video websites, and explore its commodity nature; In the seventh chapter, the author predicts the marketing trend of online video website based on his own understanding of the Internet and the previous theoretical research. Through the research of the online video website self-production, the author thinks that under the background of the market-oriented development, the online video website will develop the whole industry chain, and perfect and form a mature business model with the aim of pursuing more profits. In the process of self-improvement, self-production will become the core advantage of online video websites, attract loyal users, and become one of the core revenue sources of online video websites in the form of video play and merchandise sales.
【學(xué)位授予單位】：華中師范大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：G206-F

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本文編號：2312001