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1、中南大学硕士学位论文参考文献中 南 大 学硕 士 学 位 论 文我国点对点网络电视运作模式的案例解析以众源（PPS）和聚力（PPTV）为例论文题目：学科、专业： 编 号尽管波浪理论是现存最好的预测工具，但它主要不是一种预测工具；它是对市场行为的细致刻画。不过，这种刻画的确传达了有关市场在行为连续统一体中所处位置，及其随后的运动轨迹方面的学问。波浪理论的主要价值在于它为市场分析提供了一种背景。I原创性声明本人声明，所呈交的学位论文是本人在导师指导下进行的研究工作及取得的研究成果。尽我所知，除了论文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得中南大学或
2、其他单位的学位或证书而使用过的材料。与我共同工作的同志对本研究所作的贡献均已在论文中作了明确的说明。 作者签名： 日期： 年 月 日学位论文版权使用授权书本人了解中南大学有关保留、使用学位论文的规定，即：学校有权保留学位论文并根据国家或湖南省有关部门规定送交学位论文，允许学位论文被查阅和借阅；学校可以公布学位论文的全部或部分内容，可以采用复印、缩印或其它手段保存学位论文。同时授权中国科学技术信息研究所将本学位论文收录到中国学位论文全文数据库，并通过网络向社会公众提供信息服务。作者签名： 导师签名 日期： 年 月 日摘 要伴随着中国宽带网络用户的迅速增加和中国网络经济的快速发展，点对点网络电视作
3、为网络新媒体的代表也迅速崛起，它宣告着一个崭新的视听新媒体传播时代的到来。我国点对点网络电视以2004年底聚力（PPTV）网络电视的诞生为起点，迄今已经走过7年多的发展历程获得迅速的发展，但是，任何新事物的发展都有两面性，为电视事业带来繁荣的同时也暴露出来一些问题，这些问题能否得到解决，关系着我国网络电视市场的未来发展。点对点网络电视起源于西方，多元化、即时互动性、个性便捷化等媒介特征兼具娱乐、政治、经济、文化、社交等功能让其迅速崛起，在我国经历了起步阶段、发展阶段、成熟阶段，目前有数二十家活跃于市场的运营商，以内容吸引注意力，因为注意力而带来盈利，所以其一般运作模式由内容模式立足之本、盈利模
4、式生存之路这两个部分构成的。众源（PPS）网络电视是以全球最大的网络电视服务商为定位，而聚力（PPTV）网络电视是以中国第一网络新媒体为定位，两家运营商定位相异其内容模式和盈利模式也有所不同：众源（PPS）网络电视的内容模式从影视资源、用户生成内容、自制内容以及互动平台四个来源途径进行解析，聚力（PPTV）的内容模式则从影视资源、自制内容两个来源途径进行分析，两家的盈利模式都是由广告、版权分销、游戏联营、多终端分享等构成，但是盈利的侧重点有所不同。根据马克思主义从个性到共性的研究方法，通过对众源（PPS）和聚力（PPTV）的内容模式和盈利模式分别进行比较分析，并以图表的模型总结了其内容模式和盈
5、利模式的一般模式以及内容模式存在的侵权问题和由于内容匮乏而导致的同质化、质量良莠不齐、不良内容泛滥等问题，盈利模式存在的运营成本高昂、盈利模式结构有待完善问题，针对问题分别提出了优化对策，期待能为我点对点国网络电视业的发展尽自己的一点绵薄之力。关键词 点对点网络电视，PPS，PPTV，运作模式，内容模式，盈利模式ABSTRACTWith the increasingly growing of broadband netizens and rapidly developing of network industry in China, peer-to-peer network TV, as a
6、typical new media integrating features of internet and television, has risen in short time and it indicated a new era of new audio-visual media is coming.In China, the peer-to-peer network TV has emerged since the Juli(PPTV) has been developed at the end of 2004, during the 7 years, adopting the pee
7、r to peer technology, the operation mode of peer-to-peer network TV industry has also obtained rapide development in the competition, however, all the new thingss development always have two sides, for TV career bring prosperity and also exposed some problems, whether these problems can be solved de
8、cided the development of Chinas network TV in future.Peer-to-peer network TV originated in the west, the diversification, real-time interactive, and user friendly media characteristics with political, economic, cultural, social functions let its rapid rise in market, in our country, peer-to-peer net
9、work TV experienced initial stage, stage of development, maturity level these three stages, at present ,there are more than 20 peer-to-peer network TV operators active operation in the market, the peer-to-peer attracting audiences by its content and gaining profits, so the peer-to-peer network telev
10、isions general mode of operation is composed by the content mode (which is its base) and the profit mode (which is its road to survival). The two chapters in the middle of this paper will analyze the content mode and profit mode of the PPS and the Juli(PPTV) in key, both of which are leading represe
11、ntatives of Chinas peer-to-peer network TV, and then presenting their content mode and profit mode by figures. The Zhongyuan (PPS) network televisions content mode analysis from movie resources, user generated content, homemade content and interactive platform these four sources, Juli(PPTV) content
12、model analysis from the video resources, homemade content two sources.the profit pattern of peer-to-peer network television is composed by advertising, distribution, joint venture, many game copyright terminal share form, but the emphasis points are different. through the comparative analysis of con
13、tent mode and profit mode of Zhongyuan (PPS) network television and Juli(PPTV) network TV by the research methods from commonality to particularity of Marxism, it will find out the problems existing in content mode and profit mode, and to chart model summarizes the content model and profit model and
14、 the general pattern of content models exist for the infringement and content due to lack of lead to homogenization, quality uneven, some good and some bad, bad content overflow problems, profit mode in the presence of high operating costs, profit pattern structure remains to be improved ,and put fo
15、rward ways to optimize construction of content mode and profit mode. Finally, the overall development of peer-to-peer network television in China will be summarized, and insufficiency of this research project and the suggestion on future research will be put forward in the last section of this paper,and I expect own a little bit to our countys peer-to-peer netwrk television industry development.KEY WORDS peer-to-peer network television, PPS, PPTV, operation mode, content pattern, the profit model目 录摘 要IABSTRACTII表索引VI图索引VI第一章 绪 论
