Marketing Research Brand MICRO Movie

With the development of the Internet new media technology, the era of the micro film comes. The low threshold, popularize, easy propagation of the micro film has changed the mode of the traditional film which is unpopular into the new stage of interaction, civilian culture and liberalization. The commercial micro film has become the most rapid developing micro film due to the capital intervention. Facing the disadvantages of the traditional advertisements, advertisers prefer trendy micro films as medium of the brand marketing. With the aid of the new media platform, the commercial micro film has been widely spread, it has obtained obvious effect, definite target audiences, freedom and diversity expression. The commercial micro film has produced the huge commercial values. There are a lot of commercial micro films ranging from a few minutes to several minutes such as "The imminence","The old boy" and so on, which have won great success both in finance and reputation. However, the commercial micro film also has some problems, it is chaotic and has still not been standardized. Facing the rapid developing market of the commercial micro film, the study to the product and brand marketing of the commercial micro film has great and important significance. This paper tries to analysis the characteristic, the marketing mode, the communication effect, the advantages and disadvantages, the development trend of the commercial micro film by way of the communication theory, the specific commercial micro movie text and commercial micro film development strategy in each big video website.