Micro Movie Advertisement Viral Marketing Research In China

With the development of science and technology, advertising in the media center for the dissemination of the foundation of this thinking has not changed, but the center has a polymeric media and discrete, undergoing tremendous changes. 2015, China has more than 600 million Internet users, the arrival of Web3.0 era of Internet users not only to provide a platform for information dissemination, but also to broaden the marketing road, China’s advertising industry has entered into a new field, to micro-film and advertising cross-border combination of micro-film advertising increasingly popular, and it has become the darling of the Internet age.This paper mainly through literature research, theoretical research and study a combination of illustration, the integrated use of communication, advertising, media,marketing, psychology and other disciplines theory of micro-film advertising rapid development of today’s marketing analysis and research.This paper is divided into six chapters, divided into three parts, namely the study and an overview of the theory;micro-film advertising viral marketing under 5M theoretical framework; Reflections on the micro-film advertising development. This three-part article hopes to micro-film advertising in-depth analysis in the process of marketing new media environment.Micro-film advertising as a means of advertising, viral marketing is the most effective means of marketing communication, therefore, is the focus of this analysis, will borrow the famous 5M advertising field theory to interpret micro-film advertising viral marketing. Micro-film advertising marketing and traditional advertising marketing is different, it has a relatively low investment costs; niche audience and motivated; three-dimensional propagation channels online and offline; rich marketing content, artistic and dissemination of results good features and advantages.However, micro-film advertising as a new advertising model, in communications,marketing also appeared in a number of issues, such as micro-film advertisingmarketing content lack of creativity, resulting in similar themes audience enthusiasm was reduced; instability and playback platform chaos affecting micro-film advertising playback; the lack of micro-film advertising and dissemination of environmental effects monitoring and evaluation, so that the development of micro-film advertising market confusion, these problems are extremely detrimental to long-term development of micro-film advertising.Therefore, we believe that as China’s new development model for the advertising industry micro-film advertising, for its long-term, effectively develop, analyze and understand the micro-film advertising marketing, communication in every aspect,elevation micro-film advertising presence in marketing issues it is very necessary and useful.