试论作为新型营销方式的微电影

发布时间：2018-06-05 07:43

本文选题：互联网 + 新媒体　；参考：《复旦大学》2013年硕士论文

【摘要】：摘要：近两年来,微电影成为了网络上的热门话题。随着新媒体技术的发展和网络视频平台的壮大,微电影出现了迅速流行的趋势。在网络时代,传统广告的优势已经不复存在。过去,电视是广告播出的主要平台。传统广告15至30秒的时长对于阐释品牌故事来讲,实在太短了,而电视台收取的广告播出费也是年年攀升。传统媒体资源有限,使得业界将关注的目光投向比传统广告更适应时代需要的微电影广告。商业定制微电影即微电影广告不仅打破了传统模式,而且做出了营销模式的创新,为企业带来了前所未有的巨大商机。本文依托“全媒体传播时代”,以时下炙手可热的微电影广告为研究对象,从微电影广告的界定、产生背景和现状入手,从内容、受众、市场三个层面来进行研究。研究发现：近两年来,微电影已渐渐成为一种独立的艺术形式。它开始不同于电视广告、电影和网络视频,已经具备了自身独特的属性和特征。但另一方面,微电影广告的内容与制作也在被人诟病,过分依赖商业、传播渠道面临整合,这些都会制约微电影广告的未来,如何进一步推动这一新型营销方式的发展得到长足进步,是广告主、广告公关公司、微电影制作者都需考虑的问题。
[Abstract]:Abstract: in the last two years, micro film has become a hot topic on the Internet. With the development of new media technology and the expansion of network video platform, micro film has become a popular trend.
In the Internet age, the advantages of traditional advertising have gone away. In the past, television was the main platform for advertising. The length of 15 to 30 seconds of traditional advertising was too short to explain the brand story, and the TV station's advertising premiums were also rising year by year. Traditional advertisements are more suited to the needs of the times.
The commercial custom micro film, the micro film advertising, not only breaks the traditional mode, but also makes the innovation of the marketing mode, which has brought unprecedented huge business opportunities for the enterprise. This article relies on "the era of all media communication", taking the hot micro film ads as the research object, from the definition of the micro film advertising, the background and status of the production. Hand, from three aspects of content, audience and market, it is found that micro film has become an independent form of art in the past two years. It has been different from TV advertising, film and network video, and has its own unique attributes and characteristics. On the other hand, the content and production of micro film advertising are also being criticized. Diseases, too much dependence on business, and the integration of communication channels, will restrict the future of micro film advertising. How to further promote the development of this new marketing mode has been made great progress. It is the question that advertisers, advertising public relations companies, and microfilmmakers need to consider.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.8

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