中國大陸視頻網站自製節目的興起，對於影視產業造成質與量的改變。本研究認為有必要探討當前中國大陸視頻網站自製節目產製模式的動態關係以及對節目製作環境的影響。

本研究將不探討新媒體內容產製的個別角色，而是試圖將整個產製流程視為一個整體，探討其間的動態過程，以及對影視內容產業的影響。因此，本研究將以社會網絡市場的概念來探討企業、網絡、與主體之間的動態關係。再以新媒體的政治經濟學的觀點探討網路自製節目的商品化過程。

本研究發現，中國大陸視頻網站自製節目的興起，挑戰了傳統電視製作與經營的模式，除了節目製播的權力與利益已不再由電視台獨享外，整個產業充斥著「大」現象。包括大IP的浮誇與爭奪、大V下的粉絲經營、大數據如何對影視製作產生重要的參考價值，資本運營在新媒體環境下，受到相對少的管制，「大」現象下，運作力度反而大於在傳統媒體環境之中。

在資料收集上，本研究採取深度訪談法來收集資料，截至2016年2月止，本研究於台北、北京共訪問了9位受訪者。

The rise of in-house production programs produced by online video platform company has affected on the quality and quantity of the content production industry in China. Therefore, the dynamic relations of the in-house production model used in Chinese online video platforms, and the impact on the entire media content production are essential focuses.

In this study, I will not focus on the roles of individual persons or organizations in new media content production; instead, I will study the production process as a whole. To achieve this research goal, I adopt the concept of the social network market to discover the dynamic relations among enterprises, networks, and agents. I will use the notion of the political economy of the new media to study the process of commercializing original works.

The findings of this study show that in-house production of online media has caused the de-centralization of content production. Besides, the ‘mega’ phenomena, including big IP, big V, and big data, also play essential roles for the new media production.

For this research, 9 professionals from the traditional TV production field, new media companies, and academia were interviewed between August of 2015and January of 2016.