摘要：随着网络技术的发展和信息化时代的全面推进，网络剧悄然兴起，成为大众在碎片时间里的主要消遣方式，也成为各大视频网站争相打造核心竞争力的重要抓手。本文将网络剧定义为网络自制剧，指由视频网站为满足受众需求，独立或与影视公司合作，结合传统电视剧的制作方式进行投资拍摄，借助互联网平台进行传播，以实现盈利为主要目的的影视剧。网络剧在为网站带来收益的同时，也存在着制播分离而导致的线上线下未能整合、还不能形成一个完整的产业价值链，缺乏整合营销手段，内容创意不足，广告植入过多，以及缺乏监管、作品内容庸俗化等问题。在此基础上，提出了加快我国网络剧发展的思考与建议，即内容制作方面要进一步创新，搭建完整产业链、实现整合营销，和加强政策规范与引导。42838

毕业论文关键词：  网络剧；视频网站；产业链；版权；发展策略

Development status and Prospect of China’s network drama Research

Abstract: With the development of network technology and the overall advancement of the information age, network drama is becoming popular. It has become the main recreation of the mass in the fragmented time and core competence that major video sites competed to build. The article gives the definition of network drama: network drama is defined as self-made network drama, it is a series mainly created by video sites to meet the needs of the audience. They create by themselves or cooperate with film and television companies, combining with the production method of traditional television drama to invest and shoot, spreading through the network platform and the main purpose is to achieve profitability. Also network drama brought benefits to the websites, there are still some problems, such as the combination of online and offline can’t realize because of the separation between producing from broadcasting, a complete industry value chain can’t be formed, lack of integrated marketing means and innovations too much advertising implants, lack of supervision and some of the work contents are vulgar. On this basis, the article gives some thinking and suggestions to put forward to accelerate the development of China’s network drama. For example, making innovations in content, forming a complete industry value chain, realizing integrated marketing and strengthening policy norms and guidance.

Keywords: network drama; video site; industry chain; copyright; development strategy

目  录

一、引言 1

二、网络剧概述 2

  （一）网络剧的定义 2

  （二）网络剧的特点 2

  （三）网络剧兴起的原因 4

  1、新媒体发展提供的推动力 4

  2、“限娱令”施压下的受众转移 4

  3、高版权费提出的发展要求 5

  4、网民时间碎片化特点提出的新要求 5

三、我国网络剧的发展现状及产业化趋势 5

  （一）我国网络剧的发展现状 5

  1、我国网络剧发展概况 5

  2、我国网络剧发展现状 6

  （二）我国网络剧发展的产业化趋势 7

  1、我国网络剧产业化发展现状 7