本科论文摘 要随着科学技术和互联网的迅猛发展，现在社会已经进入到新媒体时代，在新媒体背景下，网络剧置于大众文化已然成为社会的主流文化之一，紧跟着互联网蓬勃发展的步伐。现阶段各种网络剧呈现出多元化、多样性的特点，吸引着大批年轻人的注意力。同时新媒体也对网络剧的发展提出了更高的要求。因此网络剧要想在激烈的市场竞争中占据优势就必须立足于互联网时代。本文通过探析我国网络剧目前的营销现状，重点从市场环境和传播策略方面切入，发现当前网络剧在营销策略中存在的问题和不足，针对这些问题提出切实可行的解决办法，帮助规划未来发展方向。促使网络剧在新媒体背景下能够抓住机遇，利用好新媒体的发展做好营销传播，突破自我实现飞跃发展。关键词：网络剧，新媒体，营销策略本科论文AbstractWith the rapid development of science and technology and the Internet, now the society has entered the era of new media. In the context of new media, network drama has become one of the mainstream culture of the society, following the vigorous development of the Internet. At present, all kinds of online dramas show the characteristics of diversity and diversity, attracting the attention of a large number of young people. At the same time, new media also put forward higher requirements for the development of online drama. Therefore, in order to occupy an advantage in the fierce market competition, network drama must be based on the Internet era.By analyzing the current marketing situation of network drama in China, focusing on the market environment and communication strategy, this paper finds the problems and deficiencies in the marketing strategy of network drama, and puts forward practical solutions to these problems to help plan the future development direction. Promote network drama to seize the opportunity under the background of new media, make good use of the development of new media to do a good job in marketing communication, b...
