网络影视媒体的出现催发了高度市场化的视频行业蓬勃发展，并且在新型营销模
式的推动下，实现了视频网站的纵向及横向扩张。但由于网络影视媒体传播方式、平
台效应、内容生产及营销策略方面的研究都刚刚起步，且目前大部分网络影视媒体的
内容缺乏创新，制作质量较差，无较优的广告价值，直接影响了网络影视媒体的进一
步发展。因此，如何进一步提升网络影视媒体产品的传播力，成为了目前亟待解决的
问题
本文全面剖析了网络影视媒体产品本身及所面临的市场传播机会，并对网络影视
媒体产品传播力进行了内部含义界定，同时以最新上映的网络独播剧《网红猎人》进
行了深入分析，针对提升网络影视媒体传播力提出了相应的解决对策，以供网络影视
媒体后续的繁荣和发展提供借鉴
本文首先介绍了研究的选题背景、目的意义以及国内外研究现状，在研究过程中
运用了文献分析、案例分析和问卷调查相结合的研究方法。在对大量文献进行分析整
理的基础上，对网络影视媒体进行了界定，总结了网络影视媒体的自身特点，并以《网
红猎人》为例对网络影视媒体产品以及成功传播的原因进行个案分析，为提升网络影
视媒体传播力提供了借鉴
此外，本文还利用 SWOT 分析工具对网络影视媒体发展的宏观环境、竞争环境、
受众行为进行了分析，同时还根据网络影视媒体传播力的 4I 原则（即趣味原则、互
动原则、个性原则、利益原则）提出了与此相对应的体验式传播力、社交媒体传播力、
精准传播力以及整合传播力，从深层次分析了网络影视媒体传播力的提升路径
关键词：网络影视媒体；传播力；《网红猎人》；4I 原则Abstract
III
Abstract
With the development of high-tech and internet technology，mobile phones, tablet
computers and internet TV popularity rate increase, the network video users repeated
expansion and increasing the original film and television works copyright fee, etc. These
favorable or unfavorable factors emerge, new types of film and television media---network
film and television media, gradually rise on the Internet. Network film and television
media is different from traditional film and television media, network film and television
media broadcast on the network platform ,such as films, network series epsodes, network
film and television media theme is close to the social hot spots, content appears
fragmentation, diversity, entertainment, etc, in addition to the audience can participate in
interactive plot, and even can dominate certain plot development.
The emergence of the network film and television media has led to the rapid
development of the highly marketized video industry, and has implemented the vertical
and horizontal expansion of video website under the impetus of the new marketing model.
because research of network film and television media communication way ,the network
platform, content production and marketing strategy is just beginning, and now most of the
film and television media content lack of innovation, quality is bad, no better advertising
value, directly affecting the further development of network film and television media.
Therefore, how to further improve the propagation force of the network film and television
media products has become an urgent problem to be solved.
This article comprehensively analyzes the market spread chance of network film and
television media product, and defined the network film and television media products
propagation force, and analysed the latest network series epsodes the web star hunters
very closely.directed against the advance of the network film and television media
transmission, this article has put forward the corresponding countermeasures, in order to
offer references for the prosperity and development of the network television media
follow-up.武汉工程大学硕士学位论文
IV
First ,this article introduces the topic research background, purpose, significance and
research status at home and abroad, in the process of research ,it has used the literature
analysis, case analysis and questionnaire survey research method of combining. On the
basis of the analysis of a large number of literature to sort out, film and television media is
defined, summarizes the characteristics of network film and television media, and
this article has taked “the web stars hunters “as an example to analysis the successful
transmission case, In order to improve the network film and television media transmission
force provides reference.
In addition, this article also uses the SWOT analysis tool for macro environment,
competition environment ,audience activityfor the development of network film and
television media, and according to the 4I principle of network film and television media
transmission (the interest principle, interaction principle, individuality principle, benefit
principle) , this article has proposed the corresponding experiential propagation force,
social media propagation force, precise propagation force ,and the integration of the
propagation force, went even further in theanalysis of upgrade Path of Network filmand
television media transmission
Keywords：Network film and television media ; transmission force;
《The hunter of network star》;4I principle目 录
V
目 录
摘要.....I
Abstract........ III
目 录.....V
第 1 章 绪论...... 1
1.1 研究背景........1
1.2 研究目的及意义........2
1.2.1 研究目的........2
1.2.2 研究意义........3
1.3 国内网络影视媒体传播力研究综述5
1.4 研究方法及创新点....7
1.4.1 研究方法........7
1.4.2 研究创新点....7
1.5 研究技术路线8
第 2 章 网络影视媒体传播力内涵界定、基本理论及价值体现...11
2.1 网络影视媒体传播力内涵界定......11
2.1.1 网络影视媒体定义..11
2.1.2 网络影视媒体的分类..........11
2.1.3 网络影视媒体传播力的内涵界定. 18
2.2 网络影视媒体传播力的价值体现..18
2.2.1 网络影视媒体传播力的提升将使视频行业快速进入受众
时代..18
2.2.2 网络影视媒体传播力的提升将使视频行业高度市场化.18
2.2.3 网络影视媒体传播力的提升将使新型网络营销模式快速
形成...
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