The Micro-film Marketing Research Of The Digital Age

With the development of digital media technology, the wave of the digital revolution to the media to bring about a new development, new media forms continue to emerge. Under the context of the current fragmentation spread, Audience time is cut into a number of small parts, so,there has been micro-blog, micro-fiction, micro-channel and other new forms of media specifically for these fragments of time, micro-film is one of them.As a product of media convergence, and as the art of the new media space to convey new forms, more and more directors, actors, and audience begin to like micro-film, its influence is also growing. It not only changed the traditional film superior art form, carries the movie dream but for various reasons can’t enter the traditional movie channels creators provides new opportunities. At the same time,it reduce the pressure of the video site buying expensive movie and television copyright, and bring new development to the fierce competition in the online video space, provide a new way to brand marketing communication.With the great heat of the micro-film, micro-film marketing gets more and more attention. This article is mainly discussed in the context of the digital age the survival and development of the micro-film marketing, focusing on analysis of the content of the micro-film marketing and channel strategies, and elaborate existing marketing strategy, and then targeted put forward countermeasures to improve existing problems.Thesis begins, that is, the introduction part, for a general introduction of the research methods applied in the topics of the background, significance and papers, leads to the topics to be studied.The second chapter is a macroscopic description web2.0digital age we live, the background of the digital age related presentations, micro-film, micro-film marketing on the environment under interpretation and discussion, the concept of micro-film, micro-film marketing defined, and described the micro-film marketing.The third and forth chapters is the second part of this article, and also is the main part of the paper. Through a combination of theory and case analysis, the article is focus on the micro-film marketing channels and content strategy.The third chapter describes the content of the micro-film marketing strategy, marketing and audience from the story directly create micro-film video content beam aspects were elaborated, the fourth chapter analyzes the micro-film marketing channel strategy, divided into specific the voluntary sharing formula based on word of mouth,a variety of channels for linkage as well as online and offline interactive three channel strategy, marketing strategy analysis of micro-film, summed up the marketing model of micro-film for content+production+dissemination combination mode.The third part includes Chapters5and6. Based on the above micro-film marketing channels and content strategy sorted out the problems that exist in the marketing of micro-film, and the departure from the content and channels, respectively, to propose solutions to the problem of micro-film towards a more healthy and beautiful the direction of development, and finally, we carried out a bold prediction the future mode as well as prospects for the development of micro-film marketing.