摘 要

Abstract 2

第1章 绪论 3

1.1 研究背景 3

1.2 研究的目的和意义 4

1.3 国内研究现状 5

1.4 研究内容与框架 6

第2章 我国网络剧的发展现状 7

2.1 网络剧概述 7

2.1.1 网络剧的定义 7

2.1.2 网络剧的特征 7

2.1.3 网络剧与传统电视剧的比较优势 8

2.2我国网络剧的市场分析 9

2.2.1 市场规模 9

2.2.2内容题材 11

2.2.3产业链概述 12

2.3 我国网络剧的典型个案《老九门》概述 13

2.3.1 《老九门》成功模式分析 13

2.3.2 对《老九门》的反思 18

2.3.3 《老九门》给网络剧发展的启示 18

第3章 我国网络剧存在的问题 19

3.1 质量问题 19

3.1.1 内容问题 19

3.1.2 制作问题 20

3.2 渠道问题 20

3.2.1 发行渠道 20

3.2.2 传播渠道 20

3.3盈利问题 21

3.4受众狭窄 21

第4章 对策分析 24

4.1质量发展 24

4.2渠道发展 24

4.2.1发行渠道发展 24

4.2.2传播渠道发展 25

4.3 盈利模式发展 25

4.3.1 前期融资 25

4.3.2 广告收益 26

4.3.3 付费模式 26

4.3.4 出售版权 27

4.3.5加大衍生产品的开发 27

4.4 开发新用户 28

4.4.1 用户细分 28

4.4.2 发展粉丝文化 29

4.4.3 “内容为王”，加强营销 29

第5章 总结 30

参考文献 31

致 谢 32

摘要

网络剧是传统电视剧的延伸和补充，通过网剧“拥抱”观众已经成为电视剧行业穷则思变的突破口。2014-2016年是我国网络剧发展的黄金三年，目前发展的态势依旧迅猛，不仅体现在数量上的高额产出，而且在质量上也取得了进步，同时也带来了良好的市场反响，获得了受众和广告商的认可。网络点击量和广告收入更是呈现出上升趋势。但我们需要意识到我国的网络剧的发展还处于成长期，“繁荣”的背后也存在“虚假泡沫”，还存在诸多不足急需完善和改进。不管是在制作水平上，营销策略上，还是在理论体系的建设上整个行业都处在摸索阶段。因此相关行业需要积极探求如何解决这些问题以寻求网络剧行业的持续健康发展。

本文基于文献分析和案例分析的方法，主要研究了我国网络剧发展中存在的问题和对策分析。论文首先从我国网络剧发展的现状进行分析，主要阐述了网络剧的定义特征、我国网络剧的市场分析以及对目前的行业环境进行了PEST模型分析。接着从个案《老九门》着手，重点分析了其在2016年大火的原因以及成功的模式，也对某些方面的不足之处进行了反思，在此基础上总结了《老九门》对今后网络剧市场的发展的相关启示。本文的第四章和第五章分别阐述了我国网络剧发展的问题以及如何对这些问题给出合理的对策建议。本文的最后对全篇研究分析进行了总结以及提出对网络剧行业美好的期望。

本文力求有理有据、点面结合、多层次、多维度地对我国网络剧发展中存在的问题加以整理和研究，以期为我国网络剧的可持续发展提供有益的思考和建议。

关键词：网络剧 老九门 存在问题 对策分析

Abstract

The network drama is the extension and supplement of the traditional TV drama, "Embracing " the viewer by the network drama has become the breakthrough of TV drama industry which adversity leads to prosperity. 2014-2016 is the golden three years of the development of network drama of China, and Currently,  the trend is still rapid, which not only reflected in the quantity of high output but also in quality has made progress and also brought a good market response and received recognition from audiences and advertisers. Network hits and advertising revenue is showing upward trend. But we need to realize that the development of our network drama is still in the growth period and there may be a "false bubble" behind the "prosperity" and still many deficiencies in need of perfection and improvement. Whether in the production level, marketing strategy, or in the theoretical system of the construction of the entire industry is in the groping stage. Therefore, the relevant industry needs to actively explore how to solve these problems in order to seek the continuous and healthy development of the network drama industry.

Based on the method of literature analysis and case analysis, this paper mainly researches the problems and countermeasures in the development of network drama of China. Firstly, the paper analyzes the current situation of the development of Chinese network drama, mainly expounds the definition and characteristics of the network drama, the market analysis of network drama of China and the PEST model analysis of the current industry environment. Then the paper proceed from the case "Old nine door", emphatically analyse the reason of its fame in 2016 and the successful model, also on some aspects of the shortcomings of the reflection, and on the basis of that, summarize up the relevant enlightenment brought by "Old nine door" on the future of the network drama market development. The fourth and fifth chapters of this paper illustrate the problems of the development of network drama of China and how to give reasonable countermeasures to them. Finally, this paper summarizes the whole research and analysis and proposes the good expectation of the network drama industry.

This paper tries to collate and study the problems existing in the development of Chinese network drama in a reasonable, entire areas, multi-level and multidimensional manner, with a view to providing useful thinking and suggestions for the sustainable Development of Chinese network drama.