微电影营销传播价值研究
发布时间：2018-08-12 20:57
【摘要】：Web3.0时代的到来,数字化传播的模式以及新媒体技术的发展,伴随着网民数量爆炸式的增长,催生了大批新媒介。数字化传播改变了信息接收、处理、储存以及传播的方式,改变了人们的生活方式与消费习惯,使人们更乐于接触新媒介。中国市场经济发展到一定的程度,人们生活、工作的节奏加快,出现了现代“微”文化。微电影就在数字化传播与碎片化生活方式的背景下诞生了。微电影具有“微时”、“微投资”、“微制作周期”三大特征,更符合现代受众的生活方式。微电影诞生与营销3.0时代,具有媒介承载信息的功能,并符合新新媒介的特性,因此微电影是营销3.0时代的新新媒介。由于微电影备受人们的喜爱,再者微电影本身所具备的短小精悍的特质,使其成为广告主乐于选择的营销传播媒介。当微电影成为广告媒介并占据了广告市场一席之地时,人们对微电影是否能保持原本所具有的原创性与艺术性,以及能否持续赢得受众的喜爱产生了疑虑。以上两个问题也是关注微电影的各界人士所探讨的问题,也是笔者研究的重点问题。 本文首先对微电影的基本概念,包括微电影的定义、微电影分类、兴起原因、发展历程、微电影传播主体、传播过程、微电影受众等基本概念进行解析,将微电影定义为营销3.0时代的新新媒介作为理论基点,在对微电影与广告的关系、微电影广告与其他广告形式的区分研究的基础之上,总结微电影广告本身所具备的优势。微电影广告正在形成独特的产业链,文章对现阶段微电影广告产业概况进行了分析,其中包括微电影广告的运营现状、微电影广告产业现状两个方面。在此基础上,从微电影广告对于广告主、广告代理商、发布的平台以及受众的价值,对微电影广告现凸显的营销传播价值进行了分析。根据分析发现,微电影广告对于以上四方面的营销传播价值巨大。论文最后根据微电影广告现有的营销传播价值以及发展规律,对微电影广告未来生存状态进行了分析预测。论文认为,微电影未来的发展走向是两种微电影形式必定有所区隔,目前这种区隔已经初见分晓,首先是原创性的微电影,第二是微电影广告。微电影广告将会逐步完善产业链模式,将艺术与商业更自然的融合,不会失去原有的优势。微电影广告不会灭亡,而是朝着更专业、更稳固的道路发展。
[Abstract]:With the arrival of Web3.0 era, the digital communication mode and the development of new media technology, with the explosive growth of the number of Internet users, a large number of new media have been born. Digital communication has changed the way of receiving, processing, storing and disseminating information, changed people's life style and consumption habits, and made people more willing to contact new media. China's market economy has developed to a certain extent, people's life and work rhythm has accelerated, the emergence of modern "micro" culture. Micro-film was born in the background of digital communication and fragmentation of life style. Micro-film has three characteristics: micro-time, micro-investment and micro-production cycle, which is more in line with the life style of modern audience. Microfilm was born and marketed in 3.0 era, which has the function of carrying information and accords with the characteristics of new and new media. Therefore, micro-film is the new and new medium in marketing 3.0 era. Because the micro-film is popular with people, the micro-film itself has the characteristics of short and powerful, which makes it become the marketing medium that advertisers are willing to choose. When the micro-film becomes the advertising medium and occupies a place in the advertising market, people doubt whether the micro-film can keep the originality and artistry of the original, and whether it can continuously win the love of the audience. The above two problems are also discussed by people from all walks of life concerned about micro-film, and are also the key issues of my research. This paper first analyzes the basic concepts of micro-film, including the definition of micro-film, the classification of micro-film, the reason of rise, the course of development, the subject of micro-film communication, the process of communication, the audience of micro-film, and so on. This paper defines micro-film as the new and new medium in marketing 3.0 era. Based on the research on the relationship between micro-film and advertising, the differentiation between micro-film advertising and other advertising forms, the advantages of micro-film advertising itself are summarized. Micro-film advertising is forming a unique industrial chain. This paper analyzes the current situation of micro-film advertising industry, including the operation of micro-film advertising, micro-film advertising industry in two aspects. On this basis, the value of micro-film advertising to advertisers, advertising agencies, publishing platform and audience, micro-film advertising is highlighted in the marketing communication value is analyzed. According to the analysis, micro-film advertising for the above four aspects of marketing communication value is enormous. Finally, according to the existing marketing value and development law of micro-film advertising, the future survival state of micro-film advertising is analyzed and forecasted. The paper holds that the future development trend of micro film is that there must be a distinction between two kinds of micro film forms. At present, this kind of division has been discovered, first of all, the original micro film, the second is the micro film advertisement. Micro-film advertising will gradually improve the industrial chain model, art and business more natural fusion, will not lose the original advantages. Micro-film advertising will not perish, but towards a more professional, more stable path.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J905-F;G206
本文编号：2180345
[Abstract]:With the arrival of Web3.0 era, the digital communication mode and the development of new media technology, with the explosive growth of the number of Internet users, a large number of new media have been born. Digital communication has changed the way of receiving, processing, storing and disseminating information, changed people's life style and consumption habits, and made people more willing to contact new media. China's market economy has developed to a certain extent, people's life and work rhythm has accelerated, the emergence of modern "micro" culture. Micro-film was born in the background of digital communication and fragmentation of life style. Micro-film has three characteristics: micro-time, micro-investment and micro-production cycle, which is more in line with the life style of modern audience. Microfilm was born and marketed in 3.0 era, which has the function of carrying information and accords with the characteristics of new and new media. Therefore, micro-film is the new and new medium in marketing 3.0 era. Because the micro-film is popular with people, the micro-film itself has the characteristics of short and powerful, which makes it become the marketing medium that advertisers are willing to choose. When the micro-film becomes the advertising medium and occupies a place in the advertising market, people doubt whether the micro-film can keep the originality and artistry of the original, and whether it can continuously win the love of the audience. The above two problems are also discussed by people from all walks of life concerned about micro-film, and are also the key issues of my research. This paper first analyzes the basic concepts of micro-film, including the definition of micro-film, the classification of micro-film, the reason of rise, the course of development, the subject of micro-film communication, the process of communication, the audience of micro-film, and so on. This paper defines micro-film as the new and new medium in marketing 3.0 era. Based on the research on the relationship between micro-film and advertising, the differentiation between micro-film advertising and other advertising forms, the advantages of micro-film advertising itself are summarized. Micro-film advertising is forming a unique industrial chain. This paper analyzes the current situation of micro-film advertising industry, including the operation of micro-film advertising, micro-film advertising industry in two aspects. On this basis, the value of micro-film advertising to advertisers, advertising agencies, publishing platform and audience, micro-film advertising is highlighted in the marketing communication value is analyzed. According to the analysis, micro-film advertising for the above four aspects of marketing communication value is enormous. Finally, according to the existing marketing value and development law of micro-film advertising, the future survival state of micro-film advertising is analyzed and forecasted. The paper holds that the future development trend of micro film is that there must be a distinction between two kinds of micro film forms. At present, this kind of division has been discovered, first of all, the original micro film, the second is the micro film advertisement. Micro-film advertising will gradually improve the industrial chain model, art and business more natural fusion, will not lose the original advantages. Micro-film advertising will not perish, but towards a more professional, more stable path.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J905-F;G206
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