随着互联网计算机技术的快速发展，头条号成为当下快速发展的自媒体平台。 笔者于 2016 年在今日头条上开通影视评论“清野剧评”头条号，2017 年坚持写作， 2018 年深入头条号实习。通过两年时间的写作与实习，累计诸多经验与资料，计 划将原本只用来表达个人观点的“清野剧评”规范性发展，争取融资，成立工作 室，在今日头条头条号中占据一席之地。 本文将此段经验融结成了“清野剧评”头条号发展策划案。首先，对“清野 剧评”头条号发展现状进行基本介绍。其次，分析了当下行业背景。再次，对“清 野剧评”头条号的 SWOT 进行详细分析。在影评行业快速发展中，“清野剧评”能 够存活下来的自身优势是经过一年的发展已有一定影响力，创始人具有较强的写 作能力与平台运营经验。外在机会是大环境好，现在正处于头条号发展阶段，能 够给予账号诸多补贴，自媒体市场具有良好的发展前景。上阶段发展中，“清野剧 评”头条号也存在不足之处：受众忠诚度较低，专业人才不足。所以在下一步发 展规划中，“清野剧评”头条号总结教训，借鉴他人成功之处，将从团队组成，推 送内容，推广渠道三个方面进行详细改进与完善。最后提出了融资计划，对现有 财务情况进行说明，提出融资需求，明晰收益与风险。 关键词：清野剧评；头条号；商业；策划案iv ABSTRACT With the rapid development of Internet computer technology, the headline number has become a fast-developing self-media platform. In 2016, the author opened the headline number of the film review Qing Ye TV review on the headlines today. In 2017, he insisted on writing, and in 2018 he went deep into the headline. Through two years of writing and internships, I have accumulated a lot of experience and information. I plan to develop the Qing Ye TV review , which was originally used only to express my personal views, to seek financing, set up a studio, and occupy a place in today's headlines. This article has merged this experience into the development plan of the headline of Qing Ye TV review . First of all, a basic introduction to the development status of the headlines of Qing Ye TV review . Secondly, it analyzes the current industry background. Again, a detailed analysis of the SWOT of the headline of the Clears of the Wild. In the rapid development of the film review industry, the advantage of the Qing Ye TV review to survive is that after a year of development has a certain influence, the founder has strong writing ability and platform operation experience. The external opportunity is a good environment. Now it is in the development stage of the headline number, and it can give many subsidies to the account number. It has a good development prospect from the media market. In the development of the previous stage, the headlines of the Qing Ye TV review also have shortcomings: the audience loyalty is low and the professional talents are insufficient. Therefore, in the next development plan, the Qing Ye TV review headline sums up the lessons and draws on the success of others. It will carry out detailed improvement and improvement from the three aspects of team composition, push content and promotion channels. Finally, a financing plan was proposed to explain the current financial situation, propose financing needs, and clarify the benefits and risks. KEYWORDS：Qing Ye TV review ;headline ;Business ;Proposalv 目录 摘要 ............................................................... III ABSTRACT ............................................................ IV 1 绪论 .............................................................. 1 1.1 选题背景 ........................................................ 1 1.2 选题意义 ........................................................ 1 1.3 头条平台号概况 .................................................. 2 2 “清野剧评”头条号现状 ............................................ 4 2.1 “清野剧评”头条号简介 ........................................... 4 2.2 团队介绍 ........................................................ 5 3 行业背景分析 ...................................................... 7 3.1 影视行业欣欣向荣 ................................................ 7 3.2 影评行业快速发展 ................................................ 8 4 “清野剧评”头条号的 SWOT 分析 .................................... 10 4.1 优势分析 ....................................................... 10 4.1.1 已有一定的影响力 ............................................. 10 4.1.2 具有较丰富的写作实践与平台运营经验 ........................... 10 4.2 劣势分析 ....................................................... 11 4.2.1 受众忠诚度较低 ............................................... 11 4.2.2 专业人才不足 ................................................. 11 4.3 机会分析 ....................................................... 11 4.3.1 头条号具有很大的发展空间 ..................................... 11 4.3.2 自媒体市场具有良好的发展前景 ................................. 12 4.4 威胁分析 ....................................................... 12 4.4.1 平台间的竞争 ................................................. 12 4.4.2 政策监管的影响 ............................................... 13 5 “清野剧评”头条号的发展规划 ..................................... 14 5.1 团队的组成 ..................................................... 14 5.2 推送的内容 ..................................................... 15 5.3 推广的渠道 ..................................................... 16vi 6 融资计划 ......................................................... 17 6.1 现有财务说明 ................................................... 17 6.2 融资需求 ....................................................... 17 6.3 收益与风险 ..................................................... 18