摘要：本文以网络自制剧的受众偏好为研究角度，以2016年-2018年播放量前十的剧目为研究范围，以问卷的被调查者为研究对象，以文献研究、问卷调查、案例分析为主要研究方法，分析了我国近两年来的网络自制剧的受众偏好。本文从2016年-2018年的热门网络自制剧中，归纳出了类型、演员、风格、主要播放平台这四大方面的共性与特点；从调查问卷结果得出了受众属性、观影信息来源、观影目的及需求、受众的观影行为、付费意愿与粘性等方面的第一手网络自制剧受众资料，并归纳出网络自制剧受众的一些特性，包括：社交媒介是受众了解网络自制剧的首要渠道；受众偏好于使用爱奇艺、腾讯视频、优酷三大视频网站；受众在观影过程中青睐于分享剧目信息；受众的观影频率与忠诚度达到何种程度等。

本文在分析受众偏好的基础上，衍生出了受众与网络自制剧的关系演变，立足于“生产性受众”这一概念，认为未来的网络自制剧是由受众定制而成的。本文拟对我国近两年内的热门网络自制剧进行综合性、整体性的分析，从中厘清受众的基本喜好；并在分析有效数据的基础上，对网络自制剧受众进行第一手的问卷调查资料收集，希望对我国的网络自制剧受众研究有所帮助。

关键词：网络自制剧；受众偏好；结构性受众研究；行为性受众研究

Analysis on the audience preference

of Chinese network homemade dramas

Abstract:This article takes audience preference of network homemade dramas from the perspective of the research, uses the top ten repertoires from 2016 to 2018 as the research scope, takes the survey respondents as the research object, and uses literature research, questionnaires, and case analysis as the main research. The method analyzes the good audiences of network homemade dramas in the past two years in China. This article summarizes the common characteristics and characteristics of the four major aspects of the type-actor, style, and main broadcast platform from the 2016-2018 popular online home-made drama; from the questionnaire results, the audience attributes, the source of the viewing information, and Observing the purpose and needs of the audience, audience viewing behavior, willingness to pay and stickiness and other aspects of the first-hand network of homemade audience information, and summarize the characteristics of the network homemade drama audience, including: the social media is the audience to understand the network of homemade drama  as the primary channel; audiences prefer to use iQIYI, Tencent video and Youku video websites; audience in the viewing process favors sharing the repertoire information; how often and how loyal the audience is.

Based on the analysis of audience preferences, this paper derives the evolution of the relationship between the audience and the network self-made drama. Based on the concept of “production audience”, this article believes that the future of network self-produced drama is customized by the audience.This article intends to conduct a comprehensive and holistic analysis of popular online home-made dramas in the past two years in China to clarify the basic preferences of the audience; and based on the analysis of valid data, conduct a first-hand questionnaire survey of self-made drama audiences on the Internet. The collection hopes to help our country's homemade drama audience study.

Keywords: network homemade drama; audience preference; structural audience research; behavioral audience research

目录

绪论 4

一、研究目的和意义 5

二、国内外研究现状 5

三、研究方法 6

第一章 网络自制剧概况 7

第一节 相关概念 7

一、网络自制剧 7

二、受众 8

第二节 我国网络自制剧的发展过程 8

一、五大发展阶段 8

二、网络自制剧的播放平台变迁 9