【摘要】：Web3.0時代的到來,數(shù)字化傳播的模式以及新媒體技術(shù)的發(fā)展,伴隨著網(wǎng)民數(shù)量爆炸式的增長,催生了大批新媒介。數(shù)字化傳播改變了信息接收、處理、儲存以及傳播的方式,改變了人們的生活方式與消費習(xí)慣,使人們更樂于接觸新媒介。中國市場經(jīng)濟發(fā)展到一定的程度,人們生活、工作的節(jié)奏加快,出現(xiàn)了現(xiàn)代“微”文化。微電影就在數(shù)字化傳播與碎片化生活方式的背景下誕生了。微電影具有“微時”、“微投資”、“微制作周期”三大特征,更符合現(xiàn)代受眾的生活方式。微電影誕生與營銷3.0時代,具有媒介承載信息的功能,并符合新新媒介的特性,因此微電影是營銷3.0時代的新新媒介。由于微電影備受人們的喜愛,再者微電影本身所具備的短小精悍的特質(zhì),使其成為廣告主樂于選擇的營銷傳播媒介。當微電影成為廣告媒介并占據(jù)了廣告市場一席之地時,人們對微電影是否能保持原本所具有的原創(chuàng)性與藝術(shù)性,以及能否持續(xù)贏得受眾的喜愛產(chǎn)生了疑慮。以上兩個問題也是關(guān)注微電影的各界人士所探討的問題,也是筆者研究的重點問題。 本文首先對微電影的基本概念,包括微電影的定義、微電影分類、興起原因、發(fā)展歷程、微電影傳播主體、傳播過程、微電影受眾等基本概念進行解析,將微電影定義為營銷3.0時代的新新媒介作為理論基點,在對微電影與廣告的關(guān)系、微電影廣告與其他廣告形式的區(qū)分研究的基礎(chǔ)之上,總結(jié)微電影廣告本身所具備的優(yōu)勢。微電影廣告正在形成獨特的產(chǎn)業(yè)鏈,文章對現(xiàn)階段微電影廣告產(chǎn)業(yè)概況進行了分析,其中包括微電影廣告的運營現(xiàn)狀、微電影廣告產(chǎn)業(yè)現(xiàn)狀兩個方面。在此基礎(chǔ)上,從微電影廣告對于廣告主、廣告代理商、發(fā)布的平臺以及受眾的價值,對微電影廣告現(xiàn)凸顯的營銷傳播價值進行了分析。根據(jù)分析發(fā)現(xiàn),微電影廣告對于以上四方面的營銷傳播價值巨大。論文最后根據(jù)微電影廣告現(xiàn)有的營銷傳播價值以及發(fā)展規(guī)律,對微電影廣告未來生存狀態(tài)進行了分析預(yù)測。論文認為,微電影未來的發(fā)展走向是兩種微電影形式必定有所區(qū)隔,目前這種區(qū)隔已經(jīng)初見分曉,首先是原創(chuàng)性的微電影,第二是微電影廣告。微電影廣告將會逐步完善產(chǎn)業(yè)鏈模式,將藝術(shù)與商業(yè)更自然的融合,不會失去原有的優(yōu)勢。微電影廣告不會滅亡,而是朝著更專業(yè)、更穩(wěn)固的道路發(fā)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.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：J905-F;G206

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