【摘要】：Web2.0時(shí)代的廣告業(yè)發(fā)展是迅速且耐人尋味的。進(jìn)入21世紀(jì)以來，我國數(shù)字化進(jìn)程的加快，使得互聯(lián)網(wǎng)、IPTV等新興媒體蓬勃發(fā)展。特別是近年來智能手機(jī)的進(jìn)化，使得人們接受網(wǎng)絡(luò)信息更加便利且更加富有技術(shù)含量。在這樣一個(gè)媒介融合度越來越高的時(shí)代，廣告如若繼續(xù)局限在傳統(tǒng)媒體的各項(xiàng)條條框框之中，必然會遭到來自廣告主與消費(fèi)者的雙重質(zhì)疑及不滿。因此，數(shù)字時(shí)代的到來，象征著廣告主必須轉(zhuǎn)變姿態(tài)，用“新型廣告”去面對、迎合、吸引變得更加挑剔與前衛(wèi)的消費(fèi)者。自2010年第一支微電影廣告凱迪拉克的《一觸即發(fā)》上映后，企業(yè)的品牌微電影如雨后春筍般出現(xiàn)，品牌微電影的發(fā)展呈現(xiàn)出欣欣向榮的態(tài)勢。風(fēng)景這邊獨(dú)好，，品牌微電影的獨(dú)特魅力與強(qiáng)大效果使其成為營銷的利刃。2010年至今，國內(nèi)外著名品牌紛紛推出了自己的品牌微電影，相關(guān)的學(xué)者也對這一領(lǐng)域進(jìn)行了基礎(chǔ)性研究。 由于微電影興起時(shí)間較短，其作用、影響的判定也需要較長的時(shí)間，因此國內(nèi)外對這一領(lǐng)域的研究尚處于初始階段。本文通過對近年來大量品牌微電影作品的內(nèi)容分析，從品牌傳播的角度追溯微電影的定義，繼而在新媒體環(huán)境下對企業(yè)微電影的新舊特征進(jìn)行闡述，明確品牌微電影對品牌傳播的作用，在保持優(yōu)勢，克服不足的基礎(chǔ)上提出進(jìn)一步的發(fā)展對策。 本文試圖充分挖掘微企業(yè)微電影在品牌傳播方面的潛質(zhì)，希望對品牌微電影的利用能夠更加理性，使其更好地為品牌服務(wù)。
[Abstract]:The advertising industry in the Web2.0 era has developed rapidly and thought-provoking. Since entering the 21 st century, the acceleration of digital process in China has made the Internet, IPTV and other emerging media flourish. Especially in recent years, the evolution of smart phone makes people accept network information more convenient and more rich in technology. In such an era when the integration of media is becoming more and more high, if advertising continues to be confined to the rules and regulations of traditional media, it will inevitably be questioned and dissatisfied by advertisers and consumers. Therefore, the arrival of the digital age symbolizes that advertisers must change their attitude, use "new advertising" to face, cater to, and attract consumers who become more picky and avant-garde. Since the first micro-film advertisement Cadillac's "hair-trigger" was released in 2010, the enterprise's brand micro-film has sprung up, and the development of brand micro-film has been flourishing. The unique charm and powerful effect of brand microfilm make it a marketing edge. Since 2010, famous brands at home and abroad have launched their own brand microfilms. Relevant scholars have also carried out basic research in this field. Because of the short rise time of micro film and the long time needed to judge its effect, the research in this field at home and abroad is still in its initial stage. By analyzing the content of a large number of brand microfilm works in recent years, this paper traces the definition of micro-film from the perspective of brand communication, and then expounds the new and old features of enterprise micro-film under the new media environment. This paper clarifies the role of brand micro film in brand communication, and puts forward further development countermeasures on the basis of maintaining advantages and overcoming shortcomings. This paper tries to fully tap the potential of microfilm in brand communication in the hope that the use of brand microfilm can be more rational to make it better for the brand service.
【學(xué)位授予單位】：華中科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：J905

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本文編號：2313710