关于商业微电影的广告效果调查研究

发布时间：2018-04-05 21:23

本文选题：商业微电影　切入点：传播效果　出处：《浙江大学》2014年硕士论文

【摘要】：在信息碎片化、文化快餐化的今天,随着“微文化”的大行其道,一种新型的视频形式——微电影应运而生。而广告商、网络传媒、娱乐明星等多向度主体的介入,使其成为集电影与广告为一身的共同体,成为备受关注的营销新阵地。在受众对广告持零容忍态度的当下,商业微电影的发展却愈显强劲,开始进入“井喷”之年,受到了越来越多业界和学界的关注。在此时对商业微电影的营销现状和广告效果进行分析研究,具有一定的现实意义和研究价值。本文分为七个部分。第一章绪论,介绍此篇论文的选题背景与意义、研究内容与目标等。第二章商业微电影概述,在网络营销和微电影的基础上,对商业微电影的概念和特征进行了界定和分类,同时对商业微电影与植入式广告、传统营销方式的差异进行了辨析。第三章商业微电影的行业现状,从行业分布、营销模式、影片题材、影片时长、影片播放效果五方面对商业微电影目前的基本行业现状进行了论述。在介绍了本文所使用的调查方法后,第五章在97部商业微电影样本的基础上,通过对播放量、评论数目的统计和评论内容的分析,对商业微电影的一般性广告效果,以及受众对商业微电影的认知、情感、行为态度和好感要因进行了进一步的调查研究。第六章则在问卷调查和网络访谈的基础上,又对商业微电影的实际广告效果和差异化广告效果进行了更深入的调查研究。本文认为,尽管商业微电影相比传统广告更受欢迎,但受众对微电影本身的接受效果远大于对广告／品牌的接受效果,其行为态度也不易受到商业微电影的影响。剧情和产品／品牌之间的契合与平衡、多种好感要因的综合运用,才是商业微电影取得良好营销效果的关键。此外,商业微电影的广告效果也会因性别、年龄、职业等因素而呈现出一定的差异化效果,针对不同的受众和客户群定位,企业主也可以开展针对性的宣传推广,以获得更为直接有效的广告效果。最后,本文还对商业微电影的效果模型进行了探讨,指出其影响过程中的关键是移情作用的发生。对于不同的商业目的,商业微电影的到达效果也有差异,尤其是在品牌形象的树立和提升上有着更为显著的作用。在这些初步的结论的基础上,本文还进行了进一步思考,为商业微电影的未来研究提供了一些方向和建议。
[Abstract]:In today's information fragmentation and cultural fast food, with the popularity of "micro-culture", a new type of video form-micro-film came into being.With the intervention of advertisers, network media, entertainment stars and so on, it has become a community of films and advertisements, and has become a new marketing position that has been paid close attention to.At present, the audience holds zero tolerance to advertising, but the development of commercial microfilm is stronger and more and more attention has been paid to the "blowout" year.At this time, it has certain practical significance and research value to analyze the marketing status and advertising effect of commercial micro-film.This paper is divided into seven parts.The first chapter introduces the background and significance, research content and goal of this thesis.The second chapter is an overview of commercial micro-film. On the basis of network marketing and micro-film, the concept and characteristics of commercial micro-film are defined and classified, and the differences between commercial micro-film and implantable advertising, traditional marketing methods are analyzed.The third chapter discusses the current situation of commercial micro film industry from five aspects: industry distribution, marketing model, film theme, film duration, film broadcast effect.After introducing the investigation methods used in this paper, the fifth chapter, based on 97 commercial microfilm samples, analyzes the broadcast volume, the number of comments and the content of the reviews, and the general advertising effect of commercial microfilms.And the audience of commercial micro-film understanding, emotion, behavior and goodwill due to further investigation.On the basis of questionnaire survey and network interview, the sixth chapter investigates the actual advertising effect and differential advertising effect of commercial micro film.Although commercial micro-film is more popular than traditional advertising, the acceptance effect of micro-film itself is much greater than that of advertising / brand, and its behavior attitude is not easily influenced by commercial micro-film.The harmony and balance between plot and product / brand, and the comprehensive application of various favorable factors are the key to achieve good marketing effect in commercial microfilm.In addition, the advertising effects of commercial micro-films will also show certain differences due to gender, age, occupation and other factors. In view of different audiences and customer base positioning, business owners can also carry out targeted publicity and promotion.In order to achieve more direct and effective advertising effect.Finally, this paper discusses the effect model of commercial microfilm, and points out that the key of the influence process is the occurrence of empathy.For different commercial purposes, the effect of commercial micro film is also different, especially in the establishment and promotion of brand image has a more significant role.On the basis of these preliminary conclusions, this paper also gives some suggestions and directions for the future research of commercial microfilms.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F713.8;J905

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