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1、曲阜师范大学研究生学位论文原创性说明（根据学位论文类型相应地在“”划“”）本人郑重声明：此处所提交的博士/硕士论文我国视频网站自制节目现状及其发展策略研究，是本人在导师指导下，在曲阜师范大学攻读博士/硕士学位期间独立进行研究工作所取得的成果。论文中除注明部分外不包含他人已经发表或撰写的研究成果。对本文的研究工作做出重要贡献的个人和集体，均已在文中以明确的方式注明。本声明的法律结果将完全由本人承担。作者签名：日期：曲阜师范大学研究生学位论文使用授权书（根据学位论文类型相应地在“”划“”）我国视频网站自制节目现状及其发展策略研究系本人在曲阜师范大学攻读博士/硕士学位期间，在导师指导下完成的博士/硕
2、士学位论文。本论文的研究成果归曲阜师范大学所有，本论文的研究内容不得以其他单位的名义发表。本人完全了解曲阜师范大学关于保存、使用学位论文的规定，同意学校保留并向有关部门送交论文的复印件和电子版本，允许论文被查阅和借阅。本人授权曲阜师范大学，可以采用影印或其他复制手段保存论文，可以公开发表论文的全部或部分内容。作者签名：日期：导师签名：日期：I摘 要近年来，在互联网技术与科学技术的影响下，我国的视频网站行业得到迅猛发展。经由了几年的探索与实践，我国视频网站经历了萌芽，兴起，低迷，整合，再次兴起等历程，对于发展道路上泛起的新问题，不断的探索与寻求各种方法克服难题，找到视频网站发展的新出路。视频网站
3、自制节目就是在这种情况下应运而生，它的出现为我国视频网站的可持续健康发展注入了新动力。打造视频网站自制节目就是视频网站利用自身网站平台优势，打造自己的原创战略。这种自制节目，比起视频网站购买天价的电视剧、电影版权，成本上要节省甚多，同时能够保证视频内容的独家性，有助于网站品牌塑造，提高用户忠诚度，顺而吸引更多的广告主进来投放广告，可谓一举多得。本文首先从视频网站的概况及其分类入手，根据国内外专家学者的研究，对视频网站自制节目的概念进行初步的界定，对视频网站自制节目的发展概况进行简单介绍。其次，对目前视频网站自制节目的发展情况进行分析，指出自制节目的发展现状，与传统电视相比存在的发展优势，找出在
4、发展过程中存在的诸多问题，并结合国内现有的自制节目作为例子，以方便更加深入透彻的了解、分析自制节目行业，在这个过程中的主要创新点有：通过对现有视频网站自制节目的了解，以及查阅相关资料、文献，对自制节目的概念做了界定；根据现有自制节目的内容与形式，将自制节目进行了分类。最后，针对自制节目存在的问题，对自制节目发展的未来之路进行了探析，提出适合自制节目的发展策略，在此过程中的主要创新点有：对于发展自制节目，要建立一套完善的自制节目评估体系，在行业间设立一些有分量的奖项等等一些奖励机制，来鼓励和刺激自制节目的繁荣发展；从打造差异化节目定位、打造精品节目和做好品牌传播三方面提高自制节目品质，推广自制节
5、目品牌；通过实现自制节目的版权盈利、付费点播和创新发展现有的广告盈利模式来发展多元化的自制节目盈利模式；对于自制节目的审查和监管，可加强自制节目行业的自律能力、政府的监管职能以及借鉴国外互联网、电影的内容分级制度。本文主要通过资料归纳法、比较分析法、经验总结法进行分析研究。对于视频网站自制节目概念的界定，综合运用图书馆、网络以及相关资料，对前人所做的研究成果进行总结归纳，达到认识视频网站自制节目的目的。对于视频网站自制节目发展的认识，通过对“新” “旧”媒体的比较分析，得出视频网站自制节目的所具备的特性。透过对自制节目的特性分析，进一步对自制节目的社会影响进行了探索。并注意正反的比较，对于一些
6、自制节目案例进行比较分析，对新环境下视频网站自制节目的的发展策略进行探析。目前，我国视频网站自制节目行业还只是“小荷才露尖尖角” ，通过对我国视频网站自制节目现状及其发展策略的研究，可促进网络视频产业获得持续竞争优势，也为我国视II频网站的未来发展提供相应的参考路径。 关键词：视频网站 自制节目 现状 发展策略IIIAbstractBoosted by the Internet, Chinas video websites have gained rapid development in recentyears. In just a few years, the sector has witn
7、essed its infancy, rising, depression, consolidationand resurgence. During the aforesaid years, professionals of considerable number of videowebsites have been exploring various ways time and again in a bid to resolve emergingconundrums on its development path and locate brand-new path forward. Self
8、-originatedprograms on video websites emerged upon this situation, lending renewed vitality to videowebsites along its development path.It means that specialists of some video websites build their originality strategy by givingfree rein to their advantages in websites. Unlike TV series and movies, w
9、hose copyright areexorbitantlyexpensive,self-originatedprogramsbringaboutdramaticdiscountwhileguaranteeing the exclusiveness of videos, a boost to build website brands, win users loyalty andattract more advertisers, garnering several benefits with only one move.This thesis, commencing from general b
10、ackground and classification of video websites,offers a preliminary definition of self-originated programs and a brief introduction of itsdevelopment according to researches of experts and scholars from home and abroad. Besides,this thesis, analyzing the current development situation of self-origina
11、ted program on videowebsites, pointing out its development status quo as well as its development advantagescompared with traditional TV series; this thesis also attempts to discover various problems uponits development path and takes current self-originated programs as an example with a view toanaly
12、zing this sector thoroughly. The originalities are as follows: by dent of a research on currentself-originated programs on video websites and reference to relevant materials and documents,this thesis offers a definition of self-originated program on a rough basis. This thesis alsoexplicitly categori
13、zes self-originated programs in accordance with their contents and forms atpresent. At last, against current problems of self-originated program, this thesis made anexploration on its development in the years to come and put forward a number of practicalsuggestions and strategies.Major originalities
14、 are as follows: To develop self-originated programs, a complete set ofevaluation system and a number of incentive mechanisms, some greatIVawards, for example, shall be established to stimulate the development and prosperity ofself-originated programs; The quality of self-originated programs shall b
15、e improved and its branddisseminated by building differentiated positioning, creating quality programs and makingbrands universally recognizing; Diversified profit-earning models for self-originated programsshall be nurturedby making their copyrights profitable, providing paid video-on-demand(VOD) s
16、ervices and upgrading current profit-earning model through advertising; The oversightand scrutiny of self-originated programs effected by enhancing its self-disciplinary capacity andgovernments oversight while drawing experience from content rating system of the Internet andmovies abroad.This thesis mainly conducts analysis and research with inductive reasoning, method ofcomparative analysis and summary of experience. In terms of roughly defining self-originatedprograms on vid
