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论文编号：	12544
作者编号：	2120192876
上传时间：	2021/6/15 15:20:41
中文题目：	媒体融合背景下芒果TV的内容战略模式研究
英文题目：	Research on the Content Strategy Model of Mango TV under the Background of Media Converge
指导老师：	任兵
中文关键字：	战略模式；make-buy-ally 视角；内容战略；嵌入性案例研究
英文关键字：	Strategic Model; Make-Buy-Ally Perspective; Content Strategy; Embedded Case Stud
中文摘要：	国内外政治、经济、文化和新技术的变化，给传统媒体的生态环境带来了剧烈影响，例如，电视观众减少，广告收入缩减，内容资源流失和制播分离等。面对内忧外困的现实环境，企业必须制定独一无二的战略来应对。 在媒体融合背景下，传统媒体积极向新媒体转型。在转型过程中，成功的内容战略模式已经形成，但是学术文献没有跟进这个现象。此外，对于网络视频行业而言，其主要产品以内容输出为主。行业的特殊性要求如何做出市场满意的内容节目，成为企业共同关心的问题。支撑该行业发展的背后逻辑值得深思。因此，本研究基于文献缺口和企业特殊现象提出研究问题：媒体融合背景下，网络视频行业的内容战略模式是什么？ 本文以研究问题为靶向，提出本文的研究框架。本研究采用嵌入性单案例研究方法，并遵循理论抽样的原则选取芒果TV作为研究对象。并且根据是否自制的原则，本研究在芒果TV内部选取两个业务作为研究样本，针对其展开3轮调研，将收集到的数据整理从而建立数据库，并对数据进行信度和效度检验。 本研究对研究样本进行单业务内容策略描述、双业务内容策略比较得出芒果TV自制节目背后的制作逻辑：以用户为导向，原创自制出市场满意的产品，通过严格的节目制作流程和评估机制来保证产品品质。之后通过从基础数据库中识别出关键词汇、前期分析以及与文献进行比较得出原始类别，并采用Nvivo软件对于数据进行编码分析，发现“坚持用户导向”、“关注市场反馈”、“自制原创内容”和“保证节目品控”是媒体融合背景下芒果TV内容战略模式的重要组成部分。最后，本研究对于战略模式从即兴战略和计划战略两个维度测度。由编码结果可得，芒果TV更倾向于采用即兴战略模式去应对环境的不确定性和及时利用内部资源。作者希望通过芒果TV单案例分析能够解释这个理论界和实践界共同关注的特殊现象，对管理实践能起到启发性的指导作用。
英文摘要：	Changes in politics, economy, culture, and new technologies at home and abroad have severely affected the ecological environment of traditional media. For example, TV viewers have decreased, advertising revenue has shrunk, content resources are lost, and production and broadcasting are separated. In the face of internal and external difficulties, companies must formulate unique strategies to deal with them. Under the background of media convergence, traditional media is actively transforming into new media. In the process of transformation, a successful content strategy model has been formed, but academic literature has not followed up on this phenomenon. In addition, for the online video industry, its main products are mainly content output. The particularity of the industry requires that how to make content programs that the market satisfies has become a common concern for enterprises. The logic behind the development of this industry is worth pondering. Therefore, this research proposes research questions based on the literature gap and the special phenomenon of enterprises. What is the content strategy model of the online video industry in the context of media convergence? This thesis takes the research problem as the target and proposes the research framework of this thesis. This thesis adopts the embedded single-case research method and follows the principle of theoretical sampling to select Mango TV as the research object. In addition, according to the principle of self-management, this study selects three businesses within Mango TV as the research sample. This thesis conducted 5 rounds of investigations, collected data, established a database, and tested the reliability and validity of the data. This thesis describes the content strategy of a single unit and compares the content strategies of multiple units on the research samples to get the production logic behind the self-made programs of Mango TV. It is user-oriented, produces products that are satisfactory to the market, and guarantees product quality through a strict program production process and evaluation mechanism. After that, the original category is obtained by identifying key words from the basic database, preliminary analysis, and comparing with the literature. This study uses NVivo software to code and analyze the data, and finds that user orientation, original content and strong quality control are important components of the Mango TV content strategy model under the background of media convergence. Finally, this thesis measures the strategic model from two dimensions: impromptu strategy and planned strategy. From the coding results, Mango TV is more inclined to adopt an improvisation strategy model to deal with environmental uncertainty and timely use of internal resources. The author hopes that the single case analysis of Mango TV can explain this special phenomenon that the theoretical and practical circles are concerned about, and can play an instructive role in management practice.
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