本文選題：微電影 + 媒介��； 參考：《成都理工大學(xué)》2013年碩士論文

【摘要】：在融媒時(shí)代背景下,新媒介的發(fā)展、終端設(shè)備的融合、多媒體技術(shù)的創(chuàng)新等,讓媒介功能突破了傳統(tǒng)限制,呈現(xiàn)出數(shù)字化、移動(dòng)化、網(wǎng)絡(luò)化、互動(dòng)化的特點(diǎn)。與此同時(shí),人們生活方式亦隨著社會(huì)、科技、文化的變遷在逐步改變。信息傳播方面,呈現(xiàn)出新聞及時(shí)性加強(qiáng)、信息片段化加劇、受眾交流分享增多等特點(diǎn)。而這些趨勢,也給電影作品創(chuàng)作及傳播帶來了新的影響。微電影集內(nèi)容簡、形式新等特點(diǎn)于一身,成為年輕人熱衷點(diǎn)擊觀看的對(duì)象,而手機(jī)特別是智能手機(jī)的崛起,更是因其移動(dòng)便攜、含多媒體功能、程序豐富、上網(wǎng)便捷等,成為微電影傳播的新渠道。 微電影研究,方興未艾。對(duì)其研究的案例多集中在汽車行業(yè)領(lǐng)域,對(duì)其媒介研究則多集中于計(jì)算機(jī)網(wǎng)絡(luò)媒介,鮮有研究關(guān)注微電影手機(jī)渠道的傳播。對(duì)于融媒時(shí)代的相關(guān)研究,主要分為三大版塊。第一大版塊在于對(duì)新媒介與傳統(tǒng)媒介的對(duì)比研究,其中以研究報(bào)紙、雜志的電子化,廣播、電視的網(wǎng)絡(luò)化為主要研究方向。第二大版塊在于研究融媒背景下,信息內(nèi)容的變化。第三大版塊則側(cè)重研究融媒時(shí)代電影的發(fā)展。 本文以微電影手機(jī)傳播渠道為主要研究對(duì)象,將總結(jié)融媒背景下,受眾對(duì)微電影的取向,以及微電影獨(dú)特的傳播渠道,這將豐富營銷組合中渠道部分對(duì)于該領(lǐng)域的研究。通過總結(jié),希望能在實(shí)際營銷活動(dòng)中,為微電影手機(jī)渠道傳播提供參考,這也是本文選題的意義之所在。 媒介融合成為媒介發(fā)展的新趨勢,手機(jī)特別是智能手機(jī),儼然成為融合媒介的一大代表。本文基于大眾傳播理論與市場營銷理論,探討融媒時(shí)代,微電影如何通過手機(jī)渠道進(jìn)行傳播。分別從融媒時(shí)代媒介特性、手機(jī)媒介受眾分析、微電影定義及其傳播模式、微電影傳播內(nèi)容與制作、融媒時(shí)代微電影手機(jī)傳播渠道、制約微電影發(fā)展的原因及對(duì)策這幾個(gè)方面進(jìn)行了探討。 融媒時(shí)代的媒介特性,從媒介融合的定義出發(fā)進(jìn)行研究,明確融媒時(shí)代的特點(diǎn),以及微電影受眾媒介使用的變遷。 手機(jī)媒介受眾分析,通過相關(guān)調(diào)研報(bào)告和自行實(shí)際問卷調(diào)查,進(jìn)行數(shù)據(jù)分析。對(duì)手機(jī)媒介受眾的規(guī)模、手機(jī)受眾應(yīng)用狀況、智能手機(jī)媒介的功能和特點(diǎn),以及微電影受眾媒介使用傾向進(jìn)行了研究。微電影定義及其傳播模式,以及微電影傳播內(nèi)容與制作,主要對(duì)微電影這一主體進(jìn)行了分析,包括微電影的定義、微電影的傳播模式、微電影傳播內(nèi)容的選材、微電影的制作等方面的內(nèi)容。融媒時(shí)代微電影手機(jī)傳播渠道,重點(diǎn)對(duì)于微電影的APP渠道進(jìn)行了詳細(xì)研究,其次還包括社交網(wǎng)絡(luò)渠道、視頻類網(wǎng)站渠道的研究。 最后對(duì)于制約微電影發(fā)展的原因及對(duì)策進(jìn)行了分析,從微電影的質(zhì)量與點(diǎn)擊率、網(wǎng)絡(luò)收費(fèi)與手機(jī)微電影的發(fā)展、網(wǎng)速與微電影傳播、手機(jī)電量與微電影觀看、法律保護(hù)與微電影制作、品牌對(duì)于微電影的意義,這幾個(gè)方面進(jìn)行了詳細(xì)探討。衡量電影是否成功,可以參看票房；衡量電視節(jié)目是否成功,可以參看收視率；而衡量微電影是否成功,則注重點(diǎn)擊率。對(duì)于微電影,無論是視頻類網(wǎng)站的點(diǎn)擊率,還是APP程序的下載量都是評(píng)估微電影是否廣泛傳播的重要指標(biāo)。而這些對(duì)于以商業(yè)為目的的微電影尤其重要,因此也出現(xiàn)了代刷點(diǎn)擊率的軟件。消費(fèi)者大多存在從眾心理,當(dāng)面對(duì)眾多紛繁復(fù)雜不確定的信息時(shí),則更傾向選擇較高點(diǎn)擊率的微電影進(jìn)行觀看,以減小看到爛片的概率,這也讓微電影的傳播呈現(xiàn)出二級(jí)傳播的特點(diǎn)。 中國手機(jī)上網(wǎng)費(fèi)用,普遍偏高。高昂的移動(dòng)網(wǎng)絡(luò)費(fèi)用,成為制約微電影手機(jī)渠道傳播發(fā)展的重要因素。這需要電信運(yùn)營商進(jìn)一步讓利于民,才能更好發(fā)展。微電影的播放,集視、音為一體,更是高耗電的應(yīng)用。在現(xiàn)在的情況下,不解決用電問題,也會(huì)制約微電影手機(jī)渠道的發(fā)展。幸而科學(xué)界已經(jīng)就此開展研發(fā),如果研制成功,新型的超級(jí)電池放電和充電速度將比普通電池快1000倍。 法律方面,我國對(duì)于微電影的相關(guān)法律并不健全,除了在知識(shí)產(chǎn)權(quán)保護(hù)方面需要立法,微電影自身監(jiān)督也需要完善。法律保護(hù)和行業(yè)監(jiān)管的健全,將有利于微電影手機(jī)傳播渠道的發(fā)展。微電影自身品牌的打造,對(duì)于微電影產(chǎn)業(yè)的發(fā)展亦具有重要意義。 論文主要成果在于對(duì)微電影手機(jī)傳播渠道的研究,分析了社交網(wǎng)絡(luò)渠道、視頻類網(wǎng)站以及手機(jī)APP渠道的傳播。創(chuàng)新點(diǎn)在于對(duì)手機(jī)微電影APP傳播渠道的研究,通過調(diào)研,分析了手機(jī)APP傳播的優(yōu)勢,并給出了微電影在制作和傳播方面的具體建議。 論文結(jié)論認(rèn)為微電影通過手機(jī)這一渠道進(jìn)行傳播,有廣闊的市場空間,在制作微電影時(shí)可以考慮APP形式,這將更好地在移動(dòng)終端設(shè)備上進(jìn)行傳播。認(rèn)為微電影制作方可以通過提供有價(jià)值的內(nèi)容,建立微電影品牌,壓縮微電影的大小,挖掘互動(dòng)粘性等方面實(shí)現(xiàn)微電影的有效傳播。
[Abstract]:In the context of the times of the melt medium, the development of the new media, the integration of the terminal equipment, the innovation of the multimedia technology, etc., make the media function break through the traditional restrictions and show the characteristics of digital, mobile, networked, and interactive. At the same time, people's lifestyle changes gradually with the changes of society, science and technology and culture. These trends have brought new influence to the creation and dissemination of film works. These trends have also brought new influence to the creation and dissemination of film works. The content of the film is simple, the form is new and so on. It becomes the object that young people are keen to click and watch, and the rise of the mobile phone especially the smart phone is more because of it. Mobile portability, multimedia function, rich program and convenient Internet access have become a new channel for micro film communication.
The research of micro film is in the ascendant. The case of the research is concentrated in the field of automobile industry, and the research on its media is mostly concentrated on the computer network media. There are few researches on the transmission of the channel of micro film mobile phone. The related research of the time of the medium is divided into three major sections. The first big block is the pair of the new medium and the traditional medium. In comparison with research, the main research direction is to study the electronic, radio, and television networks of newspapers and magazines. The second major sections are to study the change of information content under the background of the media. The third major sections focus on the development of the film in the times of the melt medium.
In this paper, the communication channel of micro film mobile phone is the main research object, which will summarize the audience's orientation of micro film and the unique channel of micro film. This will enrich the research of the channel part of the marketing mix in this field. Through summary, we hope to provide reference for the communication of micro film mobile phone channels in the actual marketing activities. This is also the meaning of the topic.
Media integration has become a new trend of media development. Mobile phones, especially smart phones, have become a major representative of the media. Based on the theory of mass communication and marketing theory, this paper discusses how the micro films spread through the mobile channels. The media characteristics, the audience analysis of mobile media, and the micro film are determined respectively. The meaning and mode of communication, the content and production of micro film transmission, the communication channel of micro film mobile phone in the era of medium, and the reasons for restricting the development of micro film and the countermeasures are discussed.
Based on the definition of media convergence, the media characteristics of the era of media convergence are studied, and the characteristics of the media age and the changes in the use of media are discussed.
The mobile media audience analysis, through the related investigation report and the actual questionnaire survey, carries on the data analysis. The scale of the mobile media audience, the application status of the mobile phone audience, the function and characteristics of the smart cell media, and the tendency of the use of the micro film audience media. The definition of micro film and its propagation mode, and the transmission of micro film. Content and production, mainly analyze the subject of micro film, including the definition of micro film, the transmission mode of micro film, the selection of the content of micro film, the production of micro film and so on. The communication channel of micro film mobile phone in the time of melt medium is studied in detail, and the APP channel of micro film is studied in detail, followed by social network. Research on channel channel, video channel website channel.
Finally, it analyzes the reasons and countermeasures that restrict the development of micro film, from the quality and click rate of the micro film, the development of the network charge and the micro film of the mobile phone, the speed of the net and the transmission of the micro film, the electric quantity and the micro film of the mobile phone, the legal protection and the microfilm, the significance of the brand to the micro film. Whether a movie is successful or not, you can see the box office; the success of a TV program can be seen as a viewing rate; and the success of a movie is a measure of the click rate. For micro movies, whether it is the click rate of a video website or the downloads of the APP program are important indicators to assess the wide spread of micro films. Business oriented micro films are especially important, so there are also software for the generation of brush clicks. Most consumers have the condense psychology. When faced with numerous and complicated and uncertain information, they tend to choose micro films with higher clicks to watch, in order to reduce the probability of seeing rotten slices, which also makes the transmission of micro films two. The characteristics of grade communication.
The cost of mobile Internet on mobile phones in China is generally high. The high cost of mobile network has become an important factor restricting the development of the channel communication of micro film mobile phones. This requires the telecom operators to further help the people to better develop. The play of the micro film, the collection of video, the sound as one, the application of high power consumption. In the present situation, the problem of using electricity is not solved. It will also restrict the development of microfilm cell phone channels. Fortunately, the scientific community has developed it. If it is successfully developed, the new type of super battery will discharge and charge 1000 times faster than ordinary batteries.
In the legal aspect, the related laws of micro films are not perfect in our country. In addition to the need for legislation in the protection of intellectual property, the supervision of micro film itself needs to be perfected. The legal protection and the sound supervision of the industry will be beneficial to the development of the communication channels of micro film mobile phones. The development of micro film itself brand will also have the development of the micro film industry. It is of great significance.
The main achievement of this paper is to study the communication channel of micro film mobile phone, analyze the communication channel of social network, video website and APP channel of mobile phone. The innovation lies in the research on the APP communication channel of mobile micro film. Through the investigation, the advantages of APP communication are analyzed, and the specific production and dissemination of microfilm is given. Suggestion.
The conclusion of the paper is that the micro film is spread through the mobile phone, and there is a broad market space. APP can be considered in the production of micro film. It will be better spread on the mobile terminal equipment. It is believed that the microfilm makers can build the micro film brand by providing valuable content, compress the size of the microfilm, excavate the size of the microfilm. Interaction, sticky and other aspects to achieve effective dissemination of micro films.
【學(xué)位授予單位】：成都理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：G206

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