Analysis Of The Propagation Characteristics And Profitability Mode Of The Micro-iflm

As an independent cultural form, the micro-film has its unique propagation characteristics.Thedevelopment of micro-film emphasizes not only the dissemination process, but also its commercialvalue.To be profitable, micro-film depends more on its ability of derivative products than pre-consumersupport. Movie derivative product is an extremely important part of the movie industry chain,Hollywood and other international film industry has been very mature, and the development of this partof our country has just started. So many people think that to fully exploit the market potential ofderivatives is a bit premature, but in the context of globalization, with the development of micro-filmindustry in China, the micro-film derivatives market development is imperative, which is consistentmicro-film innate commercial nature.The paper is divided into four chapters, the first chapter introduces the research background andliterature review, and then to ask questions and to explain the research methods used. The secondchapter redefines the concept of micro-film, and describes the characteristics and development status ofChina’s micro-film. The third chapter use “5W” mode to analysis of the propagation characteristics ofthe micro-film, proposing that micro-film could excavate a "Blue Ocean" outside the traditional filmand advertising. The last chapter advocates focus on micro-film of industrial development, improve itsbusiness model. This paper uses of the long tail theory to analysis the existing profit model, stressingthe importance of development of derivative products of micro-film from the perspective of industrychain, proposing that the government, video sites, practitioner and Internet users should link together tocreate a good micro-film market environment.