新媒体环境下国内视频网站的整合营销传播研究-传播学专业论文.docx

硕士学位论文新媒体环境下国内视频网站的整合营销传播研究摘要自2004年国内第一家视频网站诞生至今已有十多年的发展历史，无论是从覆盖人 数还是市场规模上来说，在线视频行业都是当前国内发展势头最旺的行业之一，视频网 站成为备受关注的新媒体类型。然而，国内视频网站的发展并非一帆风顺，随着国内媒 介市场化程度的加深，传播环境的进一步复杂化以及以大数据为代表的信息技术的快速 发展，当前国内视频网站面临着若干发展困境。整合营销传播理论诞生于20世纪80年代末，长期以来，学者们依据时代发展不断 完善和丰富该理论，使得整合营销传播理论始终保持着一定的适用性。本研究通过将大 众传播学中的媒介分析法与整合营销传播相关研究方法相结合，采用实证研究的方法分 析当前国内视频网站的传播发展现状；从建立大数据库，整合各类平台，推动终端发展 三个方面来建立视频网站的受众策略；从打造具有差异性的自制内容，深化跨平台的内 容合作，进一步提升内容变现能力等方面来制订视频网站的内容策略；最终通过突出品 牌定位，加强品牌细化，力推品牌延伸等手段从宏观上建立视频网站的品牌战略。本研 究参考大量行业数据力求研究结果详实可靠，研究结论具有较强的可操作性。关键词：视频网站，整合营销传播，新媒体，发展战略，发展策略万方数据AbstractSince 2004 the first domestic video website was bom has been more than ten ve踟隅of development history,whether it is from the number or size of the market，t11e 011line video industry is one of the most popular domestic development momentum of the industry,the video site haS become a new media type of concern．However，the development of domestic video website is not plain sailing，with the deepening ofthe degree of domestic media market．the缸ther complexity of the environment and the rapid development of informafiontechnology represented by big data,the current domestic video sites are faced wim a nu】[I】ber of development difficulties．Integrated marketing communication theory Was born in the end of the 1 980s，a long time，scholars have been based on the development of the times to improve and endch thetheory,SO that the integrated marketing communication theory has always maintained acertain applicability．This study combines the mass media analysis and integrated marketing communication research methods to analyze the current situation ofthe spread ofdomesfic video sites，from the establishment of a large database，to promote the development of three aspects to establish a video site audience strategy；from making a difference in content， deepen cross platform content cooperation，further enhance the content of the re2Llization of the video website content strategy．This study is a reference to a large number of industry data to make t