网络微短剧的营销策略及叙事特征探究

Research on Marketing Strategy and Narrative Characteristics of Online Mini-Dramas

摘要: 一分钟多个反转，两分钟主角下线，三分钟又重生复仇……近年来，网络微短剧在各大网络平台呈现出了迅猛的发展趋势。其节奏快、反转多、更新快和夸张化的特点符合当下用户碎片化接受信息的特点。网络微短剧为何越看越上瘾？文章以网络微短剧为研究对象，探究其营销策略及叙事特征。研究发现，在营销策略层面，IP与短剧的联动为打造爆款提供了基础，多元主体的联合开发出网络微短剧的优质资源，多渠道宣发则提升了网络微短剧的知名度。在叙事特征上，具有碎片化、私人化、跨媒介化的特点。此外，网络微短剧在传播过程中也存在着内容同质化、审核不严谨和价值导向偏颇等问题。可以从政府监管、平台自觉和创作者自律等方面规范其发展。

Abstract: There are many reversals in one minute, the leading role is defeated in two minutes, and revived for revenge in three minutes... In recent years, online mini-dramas have shown a rapid development trend on major network platforms. Its characteristics of fast rhythm, many reversals, fast updates and exaggeration are in line with the characteristics of fragmented acceptance of information by current users. Why do online mini-dramas become more and more addictive? This paper takes online mini-dramas as the research object to explore its marketing strategy and narrative characteristics. The research finds that at the level of marketing strategy, the linkage between IP and short plays provides the foundation for creating explosive products, the joint development of multiple subjects has developed high-quality resources for online mini-dramas, and the multi-channel publicity has enhanced the popularity of online mini-dramas. In the narrative characteristics, it has the characteristics of fragmentation, privatization and cross-media. In addition, there are some problems such as homogenization of content, less rigorous review and bias of value orientation in the process of dissemination. Its development can be regulated from the aspects of government supervision, platform self-awareness and creator self-regulation.