视频自媒体的运营与统计分析(任务书,开题报告,论文20000字)
摘 要
随着网络视频平台和社会应用平台的建设和发展,视频自媒体时代已经到来。但视频自媒体是网络背景下的新生事物，仍处于探索期。因此本文尝试对当前网络环境的视频自媒体的概况进行描述，并尝试对视频自媒体概念做界定，同时将视频自媒体放置于它所来的网络视频平台和社交应用平台上，立体地解析视频自媒体的内容运作和社群化建构，并运营一个视频自媒体对其运营数据进行统计分析。
具体而言，对本论文研究分为以下几个部分：
第一部分，解析视频自媒体，探索其内核。从历史观的角度追溯视频自媒体的源头，探究其诞生的过程；同时从视频自媒体的特征入手，尝试对其做一个概念上的界定，并将其与其他类似的概念作区分和梳理。
第二部分，介绍视频自媒体概念，将视频自媒体分为4类：脱口秀类型、综艺娱乐类型、动漫类、垂直专业领域类型。并分别介绍其特点。
第三部分，对视频自媒体市场做PEST分析，分别从政治，经济，社会，技术的角度分析，视频自媒体是一个很符合现代网络环境的传媒方式。
第四部分，运用狩野模型，制定出了《爆笑街坊》视频自媒体的模型，《爆笑街坊》是一个以采访为主要表现形式，场地在街头的一个综艺娱乐性视频自媒体。
第五部分，对《爆笑街坊》的运营数据运用AARRR模型进行分析，获取用户从UV进行分析，提高活跃度从UV到PV的转化进行分析，提高留存率从UV到粉丝量转化与PV到粉丝量转化进行分析。
关键词：视频自媒体；运营；统计分析；《爆笑街坊》
Abstract
With the establishment and development of network video platform and social application platform, video we media times have arrived completely. However, as new product under network background, video we media is still under exploration stage. Therefore, this paper endeavors to conduct general description on video we media under current network environment, tries to make a definition on video we media, positions video we media on network video platform and social application platform and analyzes video we media from three-dimension aspect, and observes how video media plays its internet thought function and forms its unique spread mechanism.
To be concrete, the research on video we media can be divided into the following parts:
The first part analyzes the video from the media, explore its kernel. From the point of view of history to trace the source of the video from the media, to explore the process of birth; at the same time starting from the media features from the video, try to define a concept of it, and compare it with other similar concepts to distinguish and sort out.
The second part introduces the concept of video self media, divides the video from the media into 4 categories: Show type, variety entertainment type, animation category, vertical professional field type. And introduce their characteristics respectively.
The third part of the video from the media market to do PEST analysis, respectively from the political, economic, social, technical point of view, video from the media is a very consistent with the current media mode of society.
The fourth part, using Kano model, developed a "neighborhood" model comedy video from the media, "neighborhood" is a comedy to interview as the main form, the site from the media in the streets of a variety of entertainment video.
The fifth part of "the neighborhood" hilarious operation data using the AARRR model analysis, get the user from the analysis of UV, improve the activity from the UV to PV conversion analysis, improve retention rate from UV to PV conversion and the amount of fans to fans of quantity conversion analysis.
Key Words：Video from the media; Operation; Statistical and Analysis; baoxiaojf
目 录
第1章 绪论 8
1.1问题的提出 8
1.2研究意义 9
1.3研究方法 10
第2章 视频自媒体介绍 11
2.1视频自媒体概念的界定 11
2.2视频自媒体的分类和特点 11
第3章 视频自媒体现状——PEST分析 15
3.1Politica政治环境 15
3.2Economic经济环境 15
3.2.1宏观经济形势 15
3.2.2微观经济形势 16
3.3Social社会环境 18
3.4Technology技术环境 19
第4章 《爆笑街坊》需求分析——狩野模型 22
4.1网民对视频自媒体的基本型需求 24
4.2网民对视频自媒体的期望型需求 26
4.3网民对视频自媒体的兴奋型需求 27
4.4《爆笑街坊》视频自媒体的介绍 28
4.4.1传播机制 28
4.4.2前36期每期内容 30
4.5《爆笑街坊》盈利模式 37
4.5.1微信公众号 37
4.5.2视频平台渠道分成 38
4.5.3广告商投放广告 39
第5章《爆笑街坊》的运营数据及统计分析 40
5.1运营目标 40
5.2运营数据分析——AARRR模型 40
5.2.1获取用户(Acquisition) 40
5.2.2提高活跃度(Activation) 49
5.2.3提高留存率（Retention） 53
5.2.4获取收入(Revenue) 53
5.2.5自传播(Refer) 53
参考文献 55
致谢 56
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