A Preliminary Study On "Commercial Customized Micro - Documentary"

In the new media network torrent, has always been regarded as the “minority” documentary also produce media--Micro documentary the new state in support of national policy. Short, single micro perspective, demands, documentary style is the main characteristics of micro documentary, these qualities in the new media environment, not only gives a micro documentary multiple and flexible means of communication, it is more important to highlight its commercial application value. Commercial custom micro documentary is based on micro documentary commercial exploration of a new marketing mode. It makes up for in their real background micro film advertising “made love” for the acceptance of impedance, effectively balance the content expression and commercial expression. Commercial custom micro documentary has diversified communication channels, such as mobile phone media, micro-blog media and other social media, enterprise brand media and so on, it takes advantage of content to gain the advantage of communication in order to create a good communication platform, become the force in the context of new media marketing.Take communication as the main subject background, combine marketing, advertising and other disciplines theory, on the commercial custom micro documentary concept, categories of. This paper focuses on from Lass-well’s “5W” mode to micro documentary analysis of business custom, builds the research framework from the perspective of communication elements. Finally, based on analyzing the advantages, disadvantages, opportunities and challenges of business custom micro documentary on the prospect of the development, elaborated the commercial custom micro documentary.