摘要：我国新媒体正处于一个快速发展的时期，影响力正在不断扩大，同时也涌现了非常多新媒体领军企业，吸引了大量资金和资源涌入，营销价值正在逐步增强，整体行业不断纵向深化。伴随着通信技术、智能电子设备的发展，互联网、手机、电脑等与人们的生活联系越来越紧紧密，获取衣食住行的信息都与新媒体密切相关，人们靠图片和文字来获取信息，火爆的直播也是获取信息很好的来源。因此在研究新媒体的发展趋势时，从直播的角度来分析是现今学界需要研究的一个必不可少的分支。

本文开篇界定了新媒体及新媒体运营的含义，分析了新媒体特点及优缺点等基本情况；在此基础上，阐述了我国新媒体运营在新时期的新发展方向——直播，以直播的代表淘宝直播为案例来深入研究新媒体运营的现状和发展趋势，最后，基于文章研究的成果，提出了我国新媒体运营发展的趋势：知识付费大规模崛起、粉丝经济盛行、新媒体走上电商化道路。

关键词：新媒体；新媒体运营；直播；淘宝直播

The Current situation and Development Trend of New    Media Operations: Taking Taobao's Live as an Example

Abstract:The new media of our country is in a period of rapid development. Its influence is constantly expanding. At the same time, a large number of new media leaders have emerged, attracting a large amount of funds and resources, increasing the value of marketing, and continuously deepening the overall industry. With the development of communication technologies and intelligent electronic devices, the Internet, mobile phones, and computers have become more and more closely linked with people's lives. Information on getting food, clothing, housing, and transportation is closely related to new media. People rely on pictures and text to obtain information. Live streaming is also a good source of information. Therefore, when studying the development trend of new media, the analysis from the perspective of live broadcast is an indispensable branch of the current academic world.

This article defines the meaning of new media and new media operations, analyzes the basic characteristics of the new media, such as their advantages and disadvantages. Based on this, it elaborates on the new direction of China's new media operations in the new era - live broadcast, live broadcast On behalf of Taobao Live, the in-depth study of the status quo and development trend of new media operations was conducted. Finally, based on the results of the article research, the trend of the development of new media operations in China was proposed: the large-scale rise of knowledge payment, the popularity of fans, and the arrival of new media. Business path.

Keywords:New media operation,；Taobao live broadcast,；cultural industry

目录

1  绪论 1

1.1  引言 1

1.2  课题研究的目的与意义 1

1.3  课题研究的思路与方法 1

1.3.1  文献研究法 2

1.3.2  案例研究法 2

2  新媒体与新媒体运营 3

2.1  新媒体的定义 3

2.2  新媒体的特点 3

2.2.1  双向传播 3

2.2.2  接收方式从固定到移动 3

2.2.3  传播行为更为个性化 3

2.2.4  传播速度实时化 3

2.2.5  传播内容多元化 4

2.3  新媒体运营的定义 4

3  新媒体运营的现状 4

3.1   研究文献现状论述 4

3.1.1  国外研究现状 4

3.1.2  国内研究现状 4

3.2   新媒体运营行业基本情况 5

3.2.1   新媒体运营的特点 5

3.2.2  新媒体运营的优势 6

3.2.3  新媒体运营的劣势 7

3.2.4  新媒体运营的盈利模式 7

3.3  新媒体运营的发展瓶颈 7

3.4  新媒体运营平台与淘宝直播 7