| In the new era of rapid development of the society, the new media and the traditional media have presented a new situation of mutual integration and harmonious development. In such a common development of multimedia communication environment, the network made drama as a new form of expression of film and television art came into being. Although the overall environment between different media together harmoniously, but between each big video website also there is no lack of fierce competition, law of survival of the survival of the fittest, making video site operators also started by the brain, to tie a firm foothold in the fierce competition, have developed strategic development, to seek long-term development of video website. In video website operators to develop various strategies, differentiated development strategy become top priority,on the basis of this strategy, the network made drama creation has become the choice of video website, the website operators began in the field of self is a big stretch fist. Several college students in Changchun in 2000 shooting the self directed short film "primary colors". This short video thus became the homemade precedent for the drama development in our country, the network, the network made drama now showing a blowout state,after ten years of development, the network made of drama for quality, the level of the whole although varies greatly, the reputation of good and bad, but the network made drama in the video industry and the Internet industry’s influence should not be underestimated.Today, the television industry in the film and television content, the form of a serious phenomenon, the lack of innovative awareness and innovative ability. Network made drama novel material, the bold and innovative practice, in the succession of the successful experience of all aspects of the traditional TV marketing communication at the same time, also joined the timeliness and innovation, to make homemade network to continue to play a quality works to launch. But in the critical period of development, the network made drama also exist many urgent problems and bottlenecks in the development, which also need to network operators and video creators constantly to try to explore, find a good way to practical problem solving, to carve out a belong to oneself to the bright road of sustained and stable development.In this paper, first of all, the concept of the network made drama has made a simple summary of the traditional analysis of the development process of the network made drama. From 2009 to 2013, the network made drama in our country formed a certain scale and gradually developed, more and more works have been on the line, with its unique style features to attract the attention of a large audience. 2014 so far, the network homemade drama showing a blowout trend, network homemade play in the play and influence to achieve a new breakthrough. Network homemade play video sites to create differences in the contents of the important areas, website operators have invested heavily heavily, construction 2016 the market layout.In the second chapter, we first analyze the main body of the network made drama. In the network made drama of many of the media in the main commercial video sites, traditional media, network TV and portalnetwork, such as video service platform for the representative. This paper explains the reasons for the spread of the main body of communication from three aspects of the pressure of the copyright operation, the development of the difference of the demand, the user demand driven. In the last chapter, it analyzes the characteristics of the commercial nature of the communication subject.The first half of the third chapter for network made drama audience characteristics is analyzed, then a part is to build the image of women to explore the audience. The continuous development of the network made the play, play a decisive role in the important aspects of layout, production and dissemination of the audience on the network drama. Audience through the network platform to provide a variety of interactive mode and feedback channels has become network made drama of active communicator, and even participate in the self-made drama production levels, to achieve full integration with the characters. Network homemade drama audience in the communicator and the audience double identity, with a high degree of complexity is different from other forms of communication. Also in the special status of the audience attention, shaping the image of women has become the focus of the creation of network self-made drama authors biography.In the fourth chapter, the four aspects of communication strategy, audience demand strategy, content production and marketing strategies to construct the framework of the communication strategy of network drama analysis. Typically, network homemade drama production by the video website platform and website operators production, playing on its own platform. Homemade network television content production should be diversified and grasp the grounding problem, subversive and emotional style and fragmentation and simple narrative. Network homemade drama communication channels generally include video sites, traditional media,mobile terminals and offline activities.The last part of the thesis, explores the network self-made drama encountered in the propagation environment, and its various problems, such as network made drama production team original creative ability is relatively low, the drama content homogenization phenomenon is serious, plays in a rough way, the quality is not high and the production of advertising rough, spread of implantation, regulatory review mechanism is not perfect and so on. According to these problems, and puts forward the corresponding innovation path, that is,pay attention to original, improve the quality of the work, strengthen the team building; implantation of a scientific and reasonable arrangements for the advertising and broadcast, placement that a channel as the only profitable channels; strengthen network environment supervision and regulation, sound and upgrade the video industry and the market competition mechanism.Network and TV series of increasingly high degree Association, traditional TV drama also started the video website broadcast platform as a new battlefield and homemade hot topics of network’s hit drama and website member, payment system in the implementation of, the network made drama to open up new channels for development and development space, in terms of profitability, let video website operators greatly benefit.Online video operators and creators should continue to explore and try, innovative breakthroughs, so that the network made drama to benefit the audience, so that the industry to benefit, to become a healthy andsustainable development of the public culture industry. |
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