Study An The Marketing Strategy Of Micro-film Advertising In The Media Convergence Context

With the updated development of digital and network information technology, media forms become more diversified. At the same time, Media integration trend is increasingly obvious. The fragmentation of film prompts the micro film with the help of the network broadcast platform. So the advertisement industry has promoted micro film advertisement by using the popularity of micro film.In order to analyze the current situation of micro film advertisement. The thesis has taken the micro film Dive in as an example, which has been clicked by billions of people. At the same time, the thesis has tried to research micro film advertising marketing strategy and its improvement path under the background of media convergence. The first part of this paper expounds the background of the selected topic significance, research method, theoretical basis and research status. The first chapter, we study the background of micro film advertisement, that is "Integration of the media environment". We think that the combination between the emergence of new media and traditional media has developed the micro film. The second chapter is an overview of micro film advertisement. We have concluded basic conception, background of creation and basic character and so forth about the advertisement of micro film. The third chapter is a typical case analysis, as the main part of this article. We have analyzed the works itself named Dive in, including advertisement creativity, brand expression, film casts, marketing place, promotion and so on, which will have an effect on propagation. In the end, we offer some development evaluation and optimized advice.The thesis tells us that the micro film advertisement is a new marketing method, that will be the hot spot in the future because of terse and forceful and fashion. Though interpret typical case systematically, the thesis thought that we can realize the marketing strategy with many methods. As follows, in the text, to product placement and brand subtly; in the marketing placement, we can communicate in a broad platform by using media integration and inactive network; in the publicity and promotion activity, we can spread more deeply by cooperating with other famous brands and extending promotional period.What is undeniable is that the micro film advertising is now under development, there are some problems and drawback in marketing strategy for us to solve, for instance, without systematic industry standard and judging system, enterprises blindly following, uncertain propagation effect and so forth. Aim to solve these problems, the thesis has offered some preliminary optimization suggestions in works creation, marketing placement, promotion and how to regard audiences and so on.