Under The New Media Of Micro Film Phenomenon

With the advent of the era of the media, the media rights of people expansion, from "outsider" to "the parties", and micro film is the important embodiment of media rights. Micro film to the length of the "small","micro" perspective,"small screen", funds of the platform "small profit","short" of the cycle, and the convenient of watch, fit the pace of life and habits of the masses. For enterprises and the video website, the movie has become a drive and an important means to enhance brand awareness, brand communication and for the vast number of Internet users, micro film and implementation director also become netizens to express oneself dream important platform. Micro film greatly expanding the capacity of public space, and public opinion also presents the trend of diversification.Based on the present development situation of micro film as the main research object, systematically analyzes the perspective of new media, new media influence on Chinese films, both in cultural level also includes the industry level, at the same time, the new media era to think the new communication environment of micro film survival strategy.Framework of the authors of the paper is as follows:the introduction part introduces the development of micro movie, the academic research situation, determine the feasibility and the research method of the paper. The first part, first of all, to define of micro film, secondly, on the basic characteristics of the micro film, background, development of a comprehensive, in order to form on the basis of the text. The second part, starting from the new media characteristics of micro films, discuss the micro movie marketing mode in the new media platform, which can be divided into two parts:one is to investigate micro film advertising marketing model of the three strategies, namely the commodity marketing, image marketing concept and marketing; The second is to explore the grass-roots class micro movie, too. At the same time practical significance in micro movie, dissemination and artistic significance was analyzed. The third part, on the basis of summarizing domestic micro movie survival present situation, for the specific problems of the lessons and operational strategy of the development of the micro movie.