Research On The Commercial Application And Propagation Effect Of Micro - Film

After entering the digital era, Internet and mobile Internet, as the core of online media, had become a necessity of our daily life. Online media not only creates new experience for the customers, but also changes the original media habits, and even had exerted a profound impact on people’s lives. Facing the new media forms and media exposure habits, innovative marketing communication strategies and patterns appear to best reach the target customers. Micro-film with unique characters, as a new form of marketing tool, has brought wide awareness and concentration in the field of business communication.From the perspective of commercial communication, firstly, the paper will discuss the background and identify the origin and concept of the micro-film, try to make a clear definition of micro film. Then the paper will analyze the current domestic micro-film market to draw a clear picture of China micro-film market. Secondly, the paper will focus on the commercial application status of micro-film, categorize the application and conclude the marketing features of the micro-film in commercial application filed together with practical case study to elaborate the application mode. Thirdly, based on the communication and marketing theories, the paper will probe and conclude the relevant features and characters of micro-film regarding commercial application including the disseminator, communication channels, and target audience. Finally, with the help of cognitive psychology, semiotics and viewing psychology, the paper will figure out the communication effect of micro-film theoretically, and then apply the empirical analysis to explore the communication effect of micro-film further. Combined the theoretical and empirical analysis, the paper will attempt to provide practical and feasible guidance and assistance for the commercial application of micro-film.As an innovation in the visual communication field in the picture-reading ear, micro-film is a disruption of the traditional marketing strategy mainly made up by video ads and product placements. Unlike traditional video ads with mature measuring method like audience rating, click rate, particular systematical and analytical method for the communication effect of micro-film still missing. How to measure the communication effect, how to apply the communication effect analysis to direct and prop commercial application of micro-film, with these questions in mind, the paper will attempt to give its answers.