Analysis On The Microfilm Marketing Of China’s Auto Industry

With the development of new media technology, the use of audience behavior and habit is witnessing profound changes, enterprise’s traditional marketing methods have been unable to completely adapt to the development of The Times and the requirements of business activity. And "limit entertainment to make", "wide limit of enterprise has changed the traditional marketing environment, high efficiency, low cost, strong interaction of new media marketing has been widely used in the enterprise brand publicity. The micro movie as a kind of plot, micro, small investment, the production cycle, etc advantages as a carrier of the new media marketing, network video, being used in the commercial marketing and brand spread. Micro film with its brand marketing advantage, make more and more business owners than expected marketing target is achieved, attracted a large number of business owners to micro movie marketing field.Which our country automobile industry as the most dynamic and innovative spirit in the field of enterprise marketing, strong financial strength and brand communication industry developing fast, the micro movie "the threat of Cadillac," open up after micro movie marketing field, the automobile industry of the micro film is booming with geometrical times speed, annual production quantity, not only there is no lack of among them more high-quality goods, and do a wide variety of innovation has been trying to. Appeared in recent years, including "Allen and chunxiao", "wang’s affairs", "the theory of relativity" and so on one batch of outstanding works. Although the development time is short, but has presented some patterns and characteristics as a whole. Overall than other industries in the field of micro movie marketing development early, progress quickly, some excellent enterprises is advanced, the auto industry, of course, micro movie marketing also exist many problems.Hence this article tries from the view of the micro movie marketing of automotive industry analysis, explore the micro movie marketing background, historical origin, development and characteristics, through the gathering of the case and case analysis, the research of the automotive industry movie marketing patterns, characteristics and laws, problems, etc, and puts forward opinions and Suggestions, in order to supplement still is not perfected the theory research and is not the practice of the comprehensive research, and provide reference for application of micro movie marketing and using for reference.About structure, this article in the introduction part defines the concept of this article, discusses the research background and significance, on micro films, micro movie marketing and micro movie marketing research, the car industry was reviewed, and the paper adopted the research methods of literature analysis and case analysis. First chapter for the industry of micro movie marketing elaborates the background and origin, the second chapter selected four representative and characteristics of the case, including communication goals, marketing strategy, creative characteristics and channel, etc detailed analysis, and then through the study of the case analysis of induction in the third chapter in the auto industry classification and characteristics of the micro movie marketing, the fourth chapter in the auto industry the content of the micro movie marketing ideas and marketing research, and in the final chapter reflect on China’s auto industry micro movie marketing, found that there were problems, and put forward their own opinions and Suggestions, as well as relevant reference and outlook.