網(wǎng)絡(luò)原創(chuàng)文學(xué)營銷傳播研究
發(fā)布時間：2019-03-25 10:53
【摘要】： 本文以網(wǎng)絡(luò)原創(chuàng)文學(xué)為研究對象。通過對其相關(guān)概念——網(wǎng)絡(luò)文學(xué)、網(wǎng)絡(luò)出版的研究與比較,總結(jié)出網(wǎng)絡(luò)原創(chuàng)文學(xué)的定義及內(nèi)涵,指出其應(yīng)該是綜合了兩者的特性,并突出網(wǎng)絡(luò)原創(chuàng)性的事物。在此基礎(chǔ)上,比較分析了日韓、歐美及中國的網(wǎng)絡(luò)原創(chuàng)文學(xué)發(fā)展現(xiàn)狀,指出了中國網(wǎng)絡(luò)原創(chuàng)文學(xué)相比較其他國家,產(chǎn)業(yè)化發(fā)展更為迅猛,產(chǎn)業(yè)延伸更為深遠(yuǎn)的特點。但是產(chǎn)業(yè)發(fā)展至今,眾多的矛盾與弱點益發(fā)明顯,針對網(wǎng)絡(luò)原創(chuàng)文學(xué)產(chǎn)業(yè)的專業(yè)營銷機構(gòu)也處于萌芽階段。 現(xiàn)階段,盛大、完美時空等企業(yè)對于產(chǎn)業(yè)的投入成為產(chǎn)業(yè)整合營銷實踐的重要支持和保障。抓住網(wǎng)絡(luò)原創(chuàng)文學(xué)消費者特點、文學(xué)文本特點,增加產(chǎn)業(yè)與消費者的接觸點,加大接觸點管理力度,突破整合營銷桎梏問題,建立一條新的系統(tǒng)性、專業(yè)性的產(chǎn)業(yè)鏈成為營銷的關(guān)鍵。
[Abstract]:In this paper, the original literature of the network is the research object. Through the research and comparison of its related concepts, network literature and network publishing, the definition and connotation of the original literature of the network are summarized, and it is pointed out that it should be the characteristic of the two, and to highlight the original things of the network. On the basis of this, the present situation of the development of the network original literature in Japan, Korea, Europe and America and China is compared and analyzed, and it is pointed out that the original literature of the Chinese network is more rapid and the industry extends far-reaching characteristics compared with other countries. However, since the development of the industry, many contradictions and weaknesses have become obvious, and the professional marketing organization aiming at the original literary industry of the network is also in the bud stage. At present, the big and perfect time-space and other enterprises' investment in the industry is an important support of the industry integration marketing practice And to establish a new system and professional industry chain as the marketing.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G206-F;I0-05
本文編號：2446902
[Abstract]:In this paper, the original literature of the network is the research object. Through the research and comparison of its related concepts, network literature and network publishing, the definition and connotation of the original literature of the network are summarized, and it is pointed out that it should be the characteristic of the two, and to highlight the original things of the network. On the basis of this, the present situation of the development of the network original literature in Japan, Korea, Europe and America and China is compared and analyzed, and it is pointed out that the original literature of the Chinese network is more rapid and the industry extends far-reaching characteristics compared with other countries. However, since the development of the industry, many contradictions and weaknesses have become obvious, and the professional marketing organization aiming at the original literary industry of the network is also in the bud stage. At present, the big and perfect time-space and other enterprises' investment in the industry is an important support of the industry integration marketing practice And to establish a new system and professional industry chain as the marketing.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2010
【分類號】：G206-F;I0-05
【引證文獻】
相關(guān)碩士學(xué)位論文 前1條
1 呂融融;原創(chuàng)文學(xué)網(wǎng)站多元化經(jīng)營的SWOT分析[D];華中師范大學(xué);2012年
，本文編號：2446902
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