Communication Reserch Of The Commercial Brand Micro-film

Brand communication is play a corporate brand, and promote enterprise development the important link. Not only related to the enterprise market competitiveness of products, but also related to customer loyalty and the reputation of the enterprise. For a long time, media propaganda for the enterprises in the business are playing an important role in brand communication.Micro film since birth to development has been five years. With "time", "cycle", "small scale" characteristics of spread on the Internet, is now in his place. When the movie began to act as a new information carrier, spread widely in the society, more and more enterprises begin to use the new media to spread its own value, brand image, enterprise image and business exert a subtle influence on the marketing of its own image. These bearing the enterprise business intentions of micro film, as with other types of micro film, also in the field of communication research faces definition, pattern classification, process observation, the fundamental problem of the development trend of interpretation.In the "limit entertainment to make" the wide limit constraints, many enterprises will be the important task of brand image transmission on the micro movie, because the film not only fit the new media age audience to accept the characteristics of information fragmentation, and has the advantages of artistic, entertaining, narrative in the low cost of production at the same time, advertising has its unique advantages. During enterprise, the filmmakers and broadcast platform under the joint efforts of many micro film created the success of brand communication, brand spreading type of micro film has become the an important branch in the field of micro film. Brand image publicity is the choice of more and more micro movie, one important reason is that micro film can deliver brand value through artistic means, connotation, brand marketing task, rather than using blunt, simple advertising infusion to deepen audience impression, to bring the audience in the artistic enjoyment in understanding the loyalty of the brand image, enhance the brand image. In general, the surface factor in the spread of the brand has a name, image, color, packing and so on, but it is the brand product, the characteristics of the deep factors service commitment and brand awareness and brand association, etc. The information source for the spread of the brand in the process of the spread of micro film have the corresponding performance. First show is on brand awareness, its main is acquired by clicking the micro movie audience; Then is to have an emotional or brand attitude, mainly through the audience watching the process of evaluation. Finally produce behavior, that is, the audience is willing to forward the micro film, micro films for brand image to show identity through sharing and diffusion. Micro film this brand communication effect is mainly spread through fission, rapidly spread type in focus.In the era of new media, each netizen is a media communicator, every Internet users in the hands of a microphone, so, in order to realize effective brand communication must change traditional way of media communication, adapt to the era of media audience fragmentation of information receiving and audience participation way of media communication. Micro films in this respect in the era of new media in the brand communication has significant adaptability. Micro films not only on delivering content for commercial brand communication has important unique value, also for business has opened up a brand communication in line with the new media age audience information access channels. Channels for brand image communication is very important. And micro film in the era of new media have broadcast channel advantage, whether video website, blog, or the traditional film, television, to be able to see the shadow of the micro film, so the brand spread chose the micro film, to a certain extent is to integrate the traditional media and new media propaganda way, its communication effect will improve.This article through the literature material method, case method to the micro film in the business of brand communication theory support, advantages and methods, deficiencies are analyzed, and a study on the innovation from two aspects. Because of the spread of commercial films is rooted in the commercial purpose of the enterprise, so this paper from the research of commercial micro film production, transmission, and to promote the full process of review commercial films in the transmission performance, optimization Suggestions. Because commercial films is accompanied by the spread of new media era, channels, so the study business in the process of the micro film image communication effect under the background of the research on the Internet all the time, using the thinking of the Internet to carry out, the final optimization countermeasures and Suggestions are based on the rapid development of Internet and Internet marketing under the premise of sustainable development, put forward by the forward-looking and dynamic.This article is divided into six parts, the first part is the introduction part, in this part of the background of the thesis research significance, methods, ideas and innovations such as the system account, the full text of the authors of the overall planning and overall planning; The second part is the introduction to the theory of related parts, mainly from the perspective of communication and marketing, discusses the articles involved in the related concepts and the new media age composition and characteristics of the micro film business brand, etc, for subsequent papers about the research of the theory; The third part is a micro movie business brand communication model and the theoretical basis of the model building, in this part of the brand communication mechanism and model of micro film in theory with practice, the paper research theory part moving forward; The fourth part deeply analyses the characteristics of micro movie commercial brand communication, summarize micro film is proposed with the contents of "art" brand communication, the transmission channel of the "decentralized" object’s spatial, the characteristics of the effect of agglomeration, and argues that these features is its advantage in brand communication; The fifth part is mainly discusses the shortcomings in the course of micro film brand communication in business and optimization Suggestions. On the basis of the comprehensive theoretical analysis and case analysis, think micro film on the deficiency existing in the process of brand communication is mainly manifested in three aspects, one is the brand media contradiction between purpose and micro film aesthetic; The second is a wide range of audience and contradiction between limited promotion; Three micro film is compared with the traditional film and television works the deficiencies of refraction in the brand communication. Aimed at these deficiencies optimization Suggestions for improvement are put forward by the improving the quality of writing, realize the fusion of artistic quality and brand image replication; According to different state of brand dissemination strategy, enhance the promotion; Constructing the system of complementary advantages of brand communication; To strengthen the industry regulation, to improve the quality of products. The last part is the conclusion part. To summarize the full text of the final results of the study.