基于营销传播视角的“弹幕+”模式研究评述

Research and Comments on “danmaku +” Mode Based onCross-view of Marketing and Communication

弹幕是一个不可忽视的新型在线评论与社交方式。依靠弹幕特色立足的专业弹幕网站受到了资本市场的青睐,弹幕正和更多的媒介相结合。依托于不同的媒介,弹幕文化的内涵变得更加丰满,其市场估值大有所为。弹幕作为传播学领域的一个概念,在当今市场环境中迸发出了新的营销价值和意义。因此,基于传播学与营销学的交叉视角,在梳理目前关于弹幕用户及其使用动机研究文献之后,探讨弹幕在营销领域内的跨界运用,并且针对当前弹幕研究现状,进一步提出未来弹幕研究方法的几个发展方向。诚然,基于营销传播视角的“弹幕+”模式尚存研究不足和有待深化之处,梳理相关研究现状和进展,有利于了解和认识弹幕与其他媒介结合的形式和意义,为后续研究提供一定的借鉴。

Danmaku is a new online comment and social style that cannot be ignored.The professional danmaku website based on the characteristics of danmaku has been favored by the capital market.Danmaku is being combined with more media.Relying on different media,the connotation of danmaku culture has become more full,and its market valuation has been greatly improved.Danmaku,as a concept in the field of communication,has burst out a new marketing value and meaning in the current market environment.Therefore,based on the cross-perspective of communication and marketing,after combing out the current research on danmaku users and their motivation for use,this paper discusses the cross-border use of danmaku in the marketing field,and further proposes several development directions of danmaku research methods in the future.It is true that the research on the“danmaku+”model based on the perspective of marketing communication is still insufficient and needs to be deepened,and the current situation and progress of the relevant research can help to understand in depth the form and significance of the combination of danmaku and other media.It provides some reference for further research.