| The application of internet and mobile terminal equipment and the improvement of the technology and video technology with smart phones ipad to promote new media such as weibo, micro letter rapidly developing. 2010 micro film appears at the internet with the continuous development of new media technology, micro film attract audience, advertisers,and scholars wide attention. But look for the current development situation, micro film generally adopt the way of free, advertisers money is a major way of earnings, profit micro film industrialization development. Micro film how to break through the single profit model,achieve sustainable development is worthy of studying.This paper use literature research case analysis and statistics expound the concept and characteristics of the micro film and micro film merchandise property to differ from traditional advertising and film. Combine with SCP industry economics theory, use the market structure, market conduct and market performance to analysis the current operating status of micro film market. Sums up the micro film market is not form a large-scale production,diversification of broadcast channels is blocked, profit model is single, lack of market regulation, serious homogeneity phenomenon and so on. Points out that the micro film industrialization is the effective way to develop then give the specific ways: Adjust the structure of the market, division of labor to improve the level of micro film specialized professional,industrial production to enlarge micro movie economies of scale,use IMC to improve market share. To standard market behavior, copyright protection and grading system;policy support and guidance; administrative management and supervision. Improve the micro movie market performance, expand their profit channel; to develop derivatives; to realize industrial linkage. The aim of this study is to provide the sustainable development of the micro film market, promote the micro film to the track of healthy development. |
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