Research To The Status Quo,Problems And Solution Strategies Of Micro-film Marketing In China

Micro-film, as a new presentation form of video content, arouses widespread concern in the commercial field. Additionally, Micro-film becomes an important part of the overall marketing strategy of many well-known enterprises, which leads to a new marketing mode underestimated.The main contents of this paper can be roughly divided into the following sections:The first chapter:Introduction. This section briefly describes the background of this topic chosen, research objectives and significances, research ideas and methods, and lacks and innovations.The second chapter:an overview of the micro-movie marketing. This section firstly concerns on micro-film and micro-film marketing concept, summarizing some basic features of the micro-film marketing, such as the grassroots interactive, the micro-blog marketing, the cinematic advertisements, the convenience of production and publication, low operating costs and precise advertising targets. Then there are four different views to analyze the reason for the rise of micro-film marketing. The technical reasons:the inevitable product of web3.0era, the improved technological level of film and television production, the sustaining development of mobile terminals, and the intense competition of network video platforms. The economic reasons:the rise of the market economy, promotion of commercial power, the entrance of the corporate capital. The social reasons:the State Administration of Radio, Film and Television (SARFT) issuing a "wide limit order","limited entertainment order", the low access threshold of the China’s film market, the formation of fragmentization and planarization in the post-modern society. The cultural reasons:the emergence of "fast food" culture, the rise of visual culture, the growth of national culture GDP. Finally, the development process of micro-film marketing is sorted and summarized.The third chapter:the status quo of China’s micro-film marketing, which is one point of this article. This chapter analyzes and summarizes the status quo of China’s micro-film marketing in eight different aspects, like the movie content, the marketing costs, the objects and tools of marketing, display platforms and applying areas. And the significant effects impressive achievements and impressive achievements are endorsed in the area of the micro-film marketing.The fourth chapter; the problems of micro-film marketing in China. Because the micro-film marketing emerges recently, there are still many problems and shortcomings in practice. In terms of content, the problems of plagiarism, vulgarization and advertising phenomenon are too serious, and micro film lacks combination between artistic and commercial brand. In terms of innovation, a lack of its own style and characteristics of the micro-film brand is an issue; the scarcity of micro-film marketing professionals is also a serious weakness; in addition, promotion channels and marketing techniques are too single; lacking a clear marketing effectiveness evaluation criteria and imperfect business profit model are also problems.The fifth chapter:strategies to cope with the micro-film marketing existing problems. Based on the micro-film marketing existing problems, this chapter introduces the following solution strategies:improving the micro film industry regulation and self-regulation efforts; holding the balance of micro-film art relationship with the commercial brand; building up its own style and characteristics micro-film brand; intensifying efforts to develop micro-film marketing professionals; correctly choosing marketing methods, effectively integrating various communication channels; creating a clear marketing effectiveness evaluation criteria; explore a wide range of commercial profit model.