中国视频网站网络自制剧口碑营销研究——以搜狐视频自制剧为例

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1、AgainstChina’sdevelopingvideowebsiteindustryandunderthebackgroundofcommunicationandmarketing,withthemethodsofanalysisandqueries,thisessayfocusesonbuzzmarketingproblemsamongtheself-madedramaindustry,researchingthemarketingdevelopmentsituationofChina’svideositeindustry.Forinstance,intermsofcontent,sp

2、oof,vulgarizationandplagiarismappearsoften;intermsofITissues,howtocollectanddigdatacouldbeaproblemthoughdatabaseandcloudtechniqueisused;intermsofmarketing,whenChina’swebsitesaresearchingfornewmethodsandnewmediamarkets,thewholeoperatingmodelacksofstrictandaccurateindustrialprocesses.Accordingtotheis

3、suesexistinginmarketing,theauthorsuggeststhatvideowebsitesinChinashallchangetheviewoftraditionalcommunicatordeterminism,settheaudiencesasthecoreandconsiderthereputationofInternetusersthroughouttheentiremarketingprocess.Onthebasisofinnovationanddatamining,targetaudiencesshallbeprecisepositionedwitht

4、heimprovementofservicequalityandthepraiseamongaudiencesshallspreadfast.Set―datacollecting–analysis–innovation–feedback-audiencepublicizing‖astheprocessofself-madedramamarketing.Addedwithpersonalizedtreatment,newbrandsofself-madedramaswouldbebuiltandanewmarketingmodeshallbeprovidedbasedondatamininga

5、ndanalysingandtheconceptofbuzzmarketing.Keywords:buzzmarketing;videowebsites;self-madedrama;Sohovideo;Netflix;datamining2目录一、绪论.....................................................................................................................1 （一）研究的缘起.............................................

6、.......................................................1 （二）研究的意义....................................................................................................2 （三）研究创新........................................................................................................3 （四）研究问题与研究方法.......

7、.............................................................................3 （五）相关文献综述................................................................................................4 二、口碑营销的发展演进.........