广播电视编导-网络自制剧存在的问题及应对策略研究.docxVIP

PAGE II 网络自制剧存在的问题及应对策略研究 摘要 进入新世纪以来，社会经济的迅速发展进步，对人们日常生活创造了巨大压力，但是电视连续剧融合了实际化生活和理想化生活，为人们生活经济压力供应了一个发泄的出口，这同时也是电视连续剧受到观众喜爱的根本原因。在这样的新闻媒体大时代背景下，愈来愈多的人们选用以服务网络为主要来源的娱乐休闲模式。由于自制网络电视剧的回报率大、投资运营费用少等特征，使得自制网络电视剧在发展前期，就产生了严重的同质化问题，怎样把一味追逐利润收益最大化的自制网络电视剧，引导到健康、绿色的发展进步道路，是多位专家学者急需要处理和解决的事项。在本文中，笔者从自制网络电视剧的定义开始，对自制网络电视剧的发展情况、主要特点和影响意义展开分析研究，进而取得对自制网络电视剧的全新意识，为之后的分析研究做好准备工作。之后，在本文中，笔者将会对自制网络电视剧的政策环境、市场环境及目标定位市场展开研究分析，深入全面了解和掌握中国自制网络电视剧的发展进步态势，并且探究观看者人群的行为活动和使用需要。所以，在本文中笔者应用了实践案例分析研究方法，对目前全国自制网络电视剧的营销方式展开探索研究，并且对自制网络电视剧的营销方式展开归纳总结，从而取得了中国自制网络电视剧营销存在的主要问题和矛盾，并且指出了相关处理和解决方式。 关键词：网络 自制剧 营销策略 ABSTRACT Since the beginning of the new century, the rapid development and progress of the social economy has created tremendous pressure on peoples daily lives, but the TV series has integrated practical life and idealized life, providing a venting outlet for peoples economic pressures. The root cause of TV series being loved by viewers. In the context of such a news media era, more and more people choose entertainment and leisure mode with service network as the main source. Due to the high rate of return on self-made Internet TV dramas and the low cost of investment and operation, the self-made network TV dramas have generated serious homogenization problems in the early stage of development. How to guide the self-made network TV dramas that maximize the profit return to health The green development and progress road is a matter that many experts and scholars urgently need to deal with and solve. In this paper, the author starts from the definition of self-made network TV drama, analyzes and studies the development, main features and influence significance of self-made network TV dramas, and then obtains a new awareness of self-made network TV dramas, and prepares for later analysis and research. After that, in this article, the author will conduct research and analysis on the policy environment, market environment and target positioning market of self-made Internet TV dramas, thoroughl