摘 要

网络作为社会传播的巨大虚拟手段，可以说现如今已经渗透到人们的生活中。越来越多的个人和组织平台使用网络视频直播，让大众可以足不出户就可以体会到现场的真实，真正意义的直播时代已经来临。但随着网络直播平台高速发展的同时，有些平台品牌凭借着自身特色独树一帜，赢得了大部分固定受众，从而脱颖而出。而有些品牌却因为直播过于固态花、模式化、缺乏创新的运营，加之没有真正意义上满足受众心理，因而昙花一现。面对网络直播平台品牌的良莠不齐，论文从媒介的演变来解释了直播火爆的核心原因；通过对参与者心理的研究得出了最迎合消费者的直播建议；对国内直播行业现状进行深度的分析；通过研究国外经成功直播平台品牌经典案例来指导国内直播平台品牌的发展；最后对直播的未来“直播 ”进行展望。本文的特色是由浅及深、通俗易懂的表达手法，将核心内容娓娓道来，给国内的网络视频直播平台品牌提出合理化的建议和方向。

关键词：媒介发展；参与者心理；行业格局；成功案例；直播

Abstract

As a huge virtual means of social communication, the Internet has now permeated into people's lives. More and more people and organizations use the network video live broadcast, so that the public can stay home and experience the reality of the scene, the time of the network broadcast has arrived. However, with the development of the network broadcast platform, some platform brands are unique in their own characteristics, and have won the majority of fixed audiences, thus showing itself. While some brands because the broadcast is too solid, lack of innovative operations, coupled with no real sense of audience psychology, and thus short-lived. The face of the network broadcast platform brand from the evolution of the uneven in quality, the media to explain the cause of strong live core; through the research on the psychology of the participants found the most consumers live; the analysis of the current status of the domestic broadcast depth; development by studying abroad after successful broadcast platform brand classic case to guide the domestic broadcast platform brand; at last make a prospect of the future "broadcast live plus". This feature is from shallow and deep, easy to understand the expression, will be the core content of meanders, puts forward some suggestions and directions for the rationalization of the domestic network video broadcast platform brand.

Key words：The development of media；The psychology of the participants；Industry structure；Successful case；Broadcast live plus

目 录

第1章 绪论....................................................................................................................................1

1.1 研究背景............................................................................................................................... 1

1.2 国内外研究综述................................................................................................................... 1

第2章 直播平台媒介及受众心理................................................................................................3

2.1媒介改变着认识论................................................................................................................3

 2.2信息属性的改变....................................................................................................................4

 2.3直播参与者的心理认同........................................................................................................5

 2.4直播中的虚拟社群和仪式感................................................................................................6

第3章 国内直播平台现状和存在的问题....................................................................................8

 3.1行业格局................................................................................................................................8

3.1.1从网络直播平台品牌的角度来分析国内外格局.........................................................8

3.1.2从网络直播平台品牌的类型和运营端来综合分析国内外格局.................................8

3.1.3从网络直播品牌的内容来综合分析国内外格局.........................................................9

 3.2典型平台扫描和竞争分析....................................................................................................9

3.3投资策略和商业逻辑..........................................................................................................11

第4章 国外成功直播品牌的成功经验......................................................................................13

 4.1国外成功直播品牌介绍......................................................................................................13

 4.2国外直播品牌的成功之道..................................................................................................14

 4.3国外成功直播品牌可借鉴之处..........................................................................................15

第5章 网络直播模式未来的发展..............................................................................................18

5.1直播＋：移动时代的多元整合..........................................................................................18

5.1.1直播 电商.....................................................................................................................18

  5.1.2直播 教育.....................................................................................................................18

  5.1.3直播 游戏.....................................................................................................................19

5.2 VR（虚拟现实）直播..........................................................................................................19

第6章 总结..................................................................................................................................22

参考文献........................................................................................................................................ 23

致谢................................................................................................................................................ 24

第1章 绪论

1.1研究背景

科技在不断的向前发展，生活中的媒介也在不断的前进变化、推陈出新。直播一词已经不再陌生，出现在网络和个人终端的直播平台也如雨后春笋一样出现。身边也充斥着于直播相关的信息。这里所说的直播，全称叫做网络互动直播------针对有现场直播需求的用户，利用互联网（或专网）和先进的多媒体通信技术，通过在网上构建一个多功能网络直播平台，个人可以直接在线进行语音、视频、数据的全面交流与互动。

从2015年下半年开始，视频直播行业突然进入加速发展阶段，尤其是移动直播更为突出。2016年则被业内称为“视频直播元年”，资本涌入、用户暴涨、媒体关注、主播激增，行业呈现繁荣兴盛局面。总体来看，中国直播行业的发展滞后于其他移动互联网行业的发展，但同时由于其用户基数大的特点，得到了超出其实际地位的关注和资本投入，有望后来居上，这也正是国内几大网络巨头纷纷投资直播行业的真正原因。据相关资料，目前国内有直播平台近200个，网络主播50万人，直播观众2亿人。而国外的直播格局已然成型，行业早已经历了国内“百家争鸣”的局面，其洗牌过后迈入了新的格局[^[1]]。