网络环境下影视文化产品营销模式研究

On the Marketing Model of Screen Cultural Products in the Network Environment

三网融合尤其是移动互联网的发展,利用有线电视、IPTV以及计算机和移动终端点播剧集逐渐成为人们影视消费习惯。＂长尾效应＂指出了数字时代文化产品持续性营利的可能性,但并没有指出应该具有怎样的文化基因和运作模式才能导致如此结果 ;而＂1P＂理论野心勃勃在对＂长尾效应＂提出质疑的同时,却无意中反映出了数字时代＂丰饶市场＂竞争的残酷性。通过对影视作品样本的数据分析,文章试图讨论影视作品在数字环境下长期营利的文化基础和运作模式,以达到启发产业、推动市场的目的。

Since the convergence of three networks and development of mobile Internet,consumers are used to watching films or TV series on cable TV,IPTV,computer and mobile devices.＂Long Tail Effect＂,in the digital 3 ra,demonstrates the possibility of generating sustainable profit from cultural products,but ignores general cultural environment and operational mode that can generate such profit.On the other hand,the ＂1 P Theory＂ ambitiously questions the effectiveness of ＂Long Tail Theory＂.However,at the same time,it points out the intensive competition in current＂fertile market.Using case study and data analysis,this article discusses the cultural environment and operational mode that can generate sustainable profit for TV and films works in the current digital market.The goals of this paper include helping development of related industries,improving marketing strategies,and increasing market share.