本文選題：商業(yè)微電影　切入點(diǎn)：傳播效果　出處：《浙江大學(xué)》2014年碩士論文

【摘要】：在信息碎片化、文化快餐化的今天,隨著“微文化”的大行其道,一種新型的視頻形式——微電影應(yīng)運(yùn)而生。而廣告商、網(wǎng)絡(luò)傳媒、娛樂明星等多向度主體的介入,使其成為集電影與廣告為一身的共同體,成為備受關(guān)注的營銷新陣地。在受眾對廣告持零容忍態(tài)度的當(dāng)下,商業(yè)微電影的發(fā)展卻愈顯強(qiáng)勁,開始進(jìn)入“井噴”之年,受到了越來越多業(yè)界和學(xué)界的關(guān)注。在此時(shí)對商業(yè)微電影的營銷現(xiàn)狀和廣告效果進(jìn)行分析研究,具有一定的現(xiàn)實(shí)意義和研究價(jià)值。 本文分為七個(gè)部分。第一章緒論,介紹此篇論文的選題背景與意義、研究內(nèi)容與目標(biāo)等。第二章商業(yè)微電影概述,在網(wǎng)絡(luò)營銷和微電影的基礎(chǔ)上,對商業(yè)微電影的概念和特征進(jìn)行了界定和分類,同時(shí)對商業(yè)微電影與植入式廣告、傳統(tǒng)營銷方式的差異進(jìn)行了辨析。第三章商業(yè)微電影的行業(yè)現(xiàn)狀,從行業(yè)分布、營銷模式、影片題材、影片時(shí)長、影片播放效果五方面對商業(yè)微電影目前的基本行業(yè)現(xiàn)狀進(jìn)行了論述。 在介紹了本文所使用的調(diào)查方法后,第五章在97部商業(yè)微電影樣本的基礎(chǔ)上,通過對播放量、評論數(shù)目的統(tǒng)計(jì)和評論內(nèi)容的分析,對商業(yè)微電影的一般性廣告效果,以及受眾對商業(yè)微電影的認(rèn)知、情感、行為態(tài)度和好感要因進(jìn)行了進(jìn)一步的調(diào)查研究。第六章則在問卷調(diào)查和網(wǎng)絡(luò)訪談的基礎(chǔ)上,又對商業(yè)微電影的實(shí)際廣告效果和差異化廣告效果進(jìn)行了更深入的調(diào)查研究。本文認(rèn)為,盡管商業(yè)微電影相比傳統(tǒng)廣告更受歡迎,但受眾對微電影本身的接受效果遠(yuǎn)大于對廣告／品牌的接受效果,其行為態(tài)度也不易受到商業(yè)微電影的影響。劇情和產(chǎn)品／品牌之間的契合與平衡、多種好感要因的綜合運(yùn)用,才是商業(yè)微電影取得良好營銷效果的關(guān)鍵。此外,商業(yè)微電影的廣告效果也會(huì)因性別、年齡、職業(yè)等因素而呈現(xiàn)出一定的差異化效果,針對不同的受眾和客戶群定位,企業(yè)主也可以開展針對性的宣傳推廣,以獲得更為直接有效的廣告效果。 最后,本文還對商業(yè)微電影的效果模型進(jìn)行了探討,指出其影響過程中的關(guān)鍵是移情作用的發(fā)生。對于不同的商業(yè)目的,商業(yè)微電影的到達(dá)效果也有差異,尤其是在品牌形象的樹立和提升上有著更為顯著的作用。在這些初步的結(jié)論的基礎(chǔ)上,本文還進(jìn)行了進(jìn)一步思考,為商業(yè)微電影的未來研究提供了一些方向和建議。
[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.
【學(xué)位授予單位】：浙江大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F713.8;J905

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本文編號：1716531