商务传媒学院知识库

    伴随着短视频、直播、手游等行业的兴起，网络文学的发展不可避免的受到冲击。同时在付费领域，网络文学的发展逐渐进入瓶颈期，付费用户增长乏力、付费比例不高等问题也在制约着网络文学的发展。在用户被各种层出不穷的产品争夺注意力的今天，网络文学在导入用户，争夺流量的激烈竞争中难免处于弱势。面对这样的困境，免费阅读模式应运而生，面向三四线城市的下沉市场，服务于接触网络文学较少的潜在用户群体，为网络文学的进一步发展打开新格局，指明新发展方向，也由此诞生了一大批免费网络文学阅读平台。因此本研究以国内体量最大的免费网络文学阅读平台——番茄小说为例，采用个案研究法、参与式观察法及文献分析法，首先对网络文学阅读平台整体内容生产策略做出了说明，再以番茄小说为例，从其发展概况出发，而后从内容生产、内容传播、内容变现三个方面对其内容生产模式进行了具体分析，并指出其内容生产模式存在的问题，给出相应的合理化建议。本研究通过对番茄小说的研究发现，目前免费网络文学阅读模式已经成为了行业资本新的注入点，同时认为这种模式将在以后逐渐走向成熟，与付费阅读模式分庭抗礼，并且本人也希望借此研究，能为同类平台及网络文学行业的发展提供一定的理论指导和借鉴意义。

      With the rise of short video, live broadcast, mobile games and other industries, the development of online literature will inevitably be impacted. At the same time, in the field of payment, the development of online literature has gradually entered a bottleneck period. The weak growth of paying users and the low payment ratio are also restricting the development of online literature. Today, when users are vying for attention by a variety of products, online literature is inevitably at a disadvantage in the fierce competition of importing users and competing for traffic. Faced with such a dilemma, the free reading model came into being, facing the sinking market of third- and fourth-tier cities, serving the potential user groups with less exposure to online literature, opening up a new pattern for the further development of online literature, and pointing out a new development direction. A large number of free online literature reading platforms have also been born. Therefore, this study takes Tomato Novel, the largest free online literature reading platform in China, as an example, and adopts case study method, participatory observation method and literature analysis method. First, it explains the overall content production strategy of the online literature reading platform. Taking the tomato novel as an example, starting from its development overview, it analyzes its content production mode from three aspects: content production, content dissemination, and content realization, and points out the problems existing in its content production mode, and gives corresponding solutions. Rationalisation advice. Through the research on tomato novels, this research finds that the current free online literature reading mode has become a new injection point for industry capital. At the same time, it is believed that this mode will gradually mature in the future and compete with the free reading mode, and I also hope to take advantage of this The research can provide certain theoretical guidance and reference significance for the development of similar platforms and online literature industry.