Communication Strategy Of Company’s Micro-film Under The Perspective Of Brand Core Value

With the rapid development of social economy and the accelerated pace of life, our timeare being fragmented increasingly, the audience’s attention becomes the focus of corporatemarketing communications for. Micro-elements concerned and used by more people for thecharacteristics of both convenient to learn more information in a shorter period of time andeasy to spread. This also explains the emergence of micro film conform to the needs of thetimes. But with the new media which makes web technology as the core continues to develop,people begin to enter full media age, which makes the public are able to participate in mediacommunication process through the convenient and cost-effective manner. And the mediaprovides a broad platform for the booming development of micro film. With the regulations of"cutback on TV entertainment" and "TV commercials ban" from SARFT, the power oftraditional TV advertising is weakened, besides, audience are showing a "zero tolerance"attitude toward advertising, more and more enterprises begin to promote a deep concern tomicro film which is still a new ways of marketing communications in modern China, andhope to achieve a unified of brand and dissemination results.In this context, micro film becomes a hot topic, how to make the micro film which cancover the implant defects of television advertising becomes a new way of marketingcommunications mode is the core of this hot topic. Thus, concerned about the spread ofcompany micro film, not only can grasp the needs of a new era and provide new ways andchannels for enterprises to achieve better brand building and dissemination, but also providesome bold predictions for the future development of micro-film. However, through literatureand practical case studies, I found that micro film was something new and unique conceptonly in China, it may have great prospects for development indeed, but there is a certainblindness in practical applications, the new era of integrated marketing communications alsoput forward higher requirements for micro-film. In such a context, this paper presents thecommunication strategy of company’s micro-film under the perspective of brand core value.This paper will first elaborate on the concept of micro film, company’s micro-film, brandcore value, learn to achieve the spread of company’s micro-film and brand core value. Andthen through the mode of spread production based on company’s micro-film, dig deeper relationship between the brand core value and company’s micro-film. And find the root causeof most problems in the spread of company’s micro-film is that companies cannot achievemicro film integrated marketing communication around the brand core value. Then fromchoose reasons to production processes and propagation mode. Research and analysis on thebrand core value manifestation in all aspects of company’s micro-film production anddissemination step by step, and make it clear again that if a company wants to use micro filmto spread, it must focus on its own brand core value. In the end, this paper made a company’smicro-film spread strategies based on brand core value in four areas.