摘要：随着互联网与科学技术的不断发展，新媒体影视在市场规模和产业格局上得到了提升，尤其是大量网络原创自制内容的涌现。原创网络节目为我国视频网站的可持续健康发展注入了新动力，但是，由于其节目的题材类型单一和体系规划不够全面、视频网站品牌意识薄弱且盈利渠道过于狭窄等原因，致使原创网络节目在发展阶段存在着内容“泛娱乐化”、制作“小作坊式”、发展“寿命太短”、广告“泛滥成灾”等主要问题。本文结合文献整理和案例分析，提出了节目类型寻求差异化、节目制作追求专业化、节目品牌打造个性化、节目盈利实现多样化的四项策略以应对其存在的问题，为原创网络节目的发展提出建议，以促进其健康发展。50405

毕业论文关键词：原创网络节目；泛娱乐化；品牌意识；差异化

The original network program

Abstract:With the development of the Internet and science and technology, the market size and industry structure of new media, film and television has been improved, especially the emergence of a large number of network original homemade content. Original network programming inject new impetus to the healthy and sustainable development of Chinese video website. However, original network programming has problems such as "extremely entertainments" content, " small-workshop style" production, "too-short life" development and "overrun" advertising and other major issues in the development stage, due to the single theme type, non-comprehensive system planning and that video website has week awareness of brand and that profit channel is too narrow. In this paper, combining with literature review and case analysis, we propose strategies to deal with the existing problems, including that to seek for differences among program types, to persue specialization for program production, to create personalization for program brand, and to achieve persification in program profits. In addition, we put forward to some suggestions on the development of original online programs for the promotion of its healthy development.

Key Words: Original network program; extremely entertainment; brand awareness; differentiation

目    录

摘  要 1

Abstract 1

一、原创网络节目的产生背景及发展现状 2

（一）原创网络节目的产生背景 2

（二）原创网络节目的发展现状 3

二、原创网络节目存在问题 4

（一）节目内容“泛娱乐化” 4

（二）节目制作“小作坊式” 5

（三）节目发展“寿命太短” 5

（四）节目广告“泛滥成灾” 6

三、原创网络节目问题产生的原因 6

（一）节目创作题材类型单一 6

（二）节目体系规划不够全面 7

（三）节目品牌意识较为薄弱 8

（四）节目盈利渠道过于狭窄 8

四、应对原创网络节目存在问题的对策 9

（一）节目类型寻求差异化 9

（二）节目制作追求专业化 10

（三）节目品牌打造个性化