基于产业链理论的短视频发展研究

发布时间：2018-04-01 14:10

本文选题：短视频　切入点：产业链　出处：《浙江传媒学院》2017年硕士论文

【摘要】：在人们生活水平不断提高以及互联网科学技术大力发展的今天,短视频以极低的内容生产门槛和较强的社交属性以及媒体属性逐步成为人们的广泛使用的精神文化产品,用户规模日渐攀升。由于网络通信技术的飞速发展,短视频的消费成本越来越低,作为信息传播的载体,其内容“短平快”的特点也造就了在信息传播过程中速度快的特点。基于短视频的流行,市场上出现大量短视频平台,短视频内容生产也吸引了大量的创业者加入。为了更好地研究分析短视频行业的发展路径,本文根据产业链理论结合短视频行业的特殊性,即:各主体间有相互融合的现象,构建了短视频产业链。在此基础上,深入分析了各主体的组成部分。同时论述了政策与资本因素对短视频产业链的构成产生的影响。而在短视频在迅猛发展的过程中也显现了诸多问题。本文从构建的短视频产业链各主体出发,分别探析了各主体现阶段发展的突出问题,包括:平台运营商盈利模式模糊、内容生产商产出的内容质量良莠不齐、用户对平台粘性不高、内容优化治理难度大。最后,对于短视频发展过程中出现的问题,笔者通过大量国内外短视频案例分析以及横向对比互联网内容创业的发展,本文有针对性地为各主体在现阶段中发展优化提供了建议和对策。
[Abstract]:With the continuous improvement of people's living standards and the rapid development of Internet science and technology, short video has gradually become a widely used spiritual and cultural product because of its extremely low threshold of content production, strong social attributes and media attributes. Because of the rapid development of network communication technology, the consumption cost of short video is lower and lower, which is the carrier of information dissemination. Its content "short flat fast" characteristics also created in the process of information transmission speed characteristics. Based on the popularity of short video, there are a large number of short video platforms on the market, Short video content production has also attracted a large number of entrepreneurs to join. In order to better study and analyze the development path of short video industry, this paper combines the particularity of short video industry according to the theory of industry chain, that is, there is a phenomenon of convergence among different subjects. The short video industry chain is constructed. At the same time, it discusses the influence of policy and capital factors on the formation of short video industry chain. In the process of rapid development of short video, many problems appear in this paper. Of the short video industry chain, This paper analyzes the prominent problems in the development of various main bodies at the present stage, including: the profit model of platform operators is vague, the content quality of content producers is mixed, the users are not sticky to the platform, and the content optimization and governance is difficult. For the development of short video problems, the author through a large number of domestic and foreign short video case analysis and horizontal comparison of the development of Internet content entrepreneurship, This paper provides suggestions and countermeasures for the development and optimization of various subjects at the present stage.
【学位授予单位】：浙江传媒学院
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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