论文总字数：23464字

摘 要

互联网发展迅猛，电脑、手机、平板等各种视频播放媒介的发展尤为突出，同时在高额版权、优秀资源匮乏等多方面因素影响下，各视频网站为了寻求更好的发展，开始挖掘新兴事物，网络自制剧便这样以低门槛、低成本的优势，高产出、高播放量、独享等姿态呈现在大众面前。网络自制剧也随之从影视剧的小众分支走向主流，从被称为自制剧元年的2014年开始至今，网络自制剧的热浪依旧不减，它蓬勃发展的背后在营销方式上是值得探究的，因此采用了“4P、SWOT”理论对网络自制剧进行分析。

本文是以网络自制剧的营销策略为研究对象，阅读大量数据文献，对网络自制剧定义、发展进行梳理。结合讨论度极高、引爆速度极快的《太子妃升职记》这部“神剧”的具体分析，引出网络自制剧的营销策略，具体分析营销策略。本篇文章总共分为六个部分，首先为了更好的了解网络自制剧，阐述了网络自制剧的背景，以及提出本文研究的意义和方法。在文献综述方面，将中国知网搜寻的相关网络自制剧的研究进行整理分析，充分了解网络自制剧研究方向并确定本文研究主旨。然后对网络自制剧的定义进行讲解，梳理网络自制剧的发展，并将本文运用的营销策略理论知识概述，同时利用“SWOT”理论对网络自制剧的发展进行分析。紧接着根据《太子妃升职记》案例引出营销策略，并在“4P”理论的营销策略下具体剖析。最后对网络自制剧营销策略进行研究，提出营销策略上的优化探讨，促进网络自制剧可持续性发展。

网络自制剧快速发展，受到越来越多的关注，多个政策的出台意味着加强了对自制剧的监管，为了促进高效有益发展，树立积极向上的思想观念，对营销策略需要良好的把控。

关键字：营销策略；网络自制剧；视频网站

Marketing Strategy Analysis of Network Homemade Dramas

--A Case Study of "Go Princess Go"

Abstract

The rapid development of the Internet has made the development of various video media such as computers, mobile phones, and tablets particularly prominent. At the same time, under the influence of high-quality copyright, lack of excellent resources, and other factors, each video site has begun to tap new things in order to seek better development. , Network self-produced drama so low-threshold, low-cost advantages, high output, high play, exclusive and other gestures presented in front of the public. The self-made dramas on the Internet have also evolved from the niche branch of the film and TV dramas to the mainstream. From the year 2014, which was called the first year of the self-made drama, the heat wave of online self-produced dramas has not diminished. It is worthwhile behind its vigorous development in marketing methods. Explored, therefore adopted the "4P, SWOT" theory to analyze the network homemade drama.

This article is based on the marketing strategies of self-made dramas, reading a large amount of data and literature, and combing the definition and development of self-made dramas on the Internet. Combining the specific analysis of "Go Princess Go" by the high degree of discussion and rapid detonation speed of the "Oratorio", the marketing strategy of the network self-made drama was derived and the marketing strategy was specifically analyzed. This article is divided into six parts. First of all, in order to better understand the self-made dramas on the Internet, the background of the self-made dramas on the Internet and the significance and methods of the research are proposed. In the aspect of literature review, the research on the self-made dramas on the Internet in CNKI search was analyzed and analyzed, and the direction of the research on network home-made plays was fully understood and the main purpose of this study was confirmed. Then explain the definition of self-made dramas on the Internet, comb the development of self-made dramas, and summarize the theoretical knowledge of the marketing strategies used in this article. At the same time, use “SWOT” theory to analyze the development of self-made dramas. Followed by the case of "Go Princess Go" leads to marketing strategies, and under the "4P" theory of marketing strategy specific analysis. Finally, it explores the marketing strategies of self-made dramas on the Internet, and puts forward an optimization discussion on marketing strategies to promote the sustainable development of self-made dramas on the Internet.

The rapid development of self-made dramas on the Internet has attracted more and more attention. The introduction of multiple policies has strengthened the supervision of self-produced dramas. In order to promote efficient and beneficial development, it has established a positive and progressive ideology and needs good control over marketing strategies.

Keywords: Marketing strategy;Network homemade drama; Video site

目 录

摘 要 I

Abstract II

第一章 绪 论 1

1.1 研究背景 1

1.2 研究目的与意义 2

1.2.1 研究目的 2

1.2.2 研究意义 3

1.3 研究方法 3

第二章 文献综述 4

第三章 网络自制剧和营销策略理论概述 7

3.1 网络自制剧的概念 7

3.2 网络自制剧的发展 7

3.3 营销策略的概述 9

第四章 《太子妃升职记》营销策略分析 12

4.1 产品营销策略 12

4.1.1 满足受众需求 12

4.1.2 内容制作创新 13

4.1.3 品牌衍生品 15

4.2 价格营销策略 15

4.2.1 广告植入 15

4.2.2 付费模式 16

4.3 推广营销策略 17

4.3.1 以“微博”平台为例社交网站推广 17

4.3.2 主创直播互动 18

4.3.3 参加综艺节目 19

4.3.4 弹幕互动 19

第五章 网络自制剧营销策略优化 20

5.1 产品创新 20

5.2 稳定目标群众 20

5.3 加强互动 21

5.4 开拓市场 21

5.5 品牌营销 22

结 论 24

致 谢 26

参考文献（References） 27

第一章 绪 论

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