The Research Of Micro Film Marketing

Micro film marketing, with its unique dissemination strategy, has beat the traditional advertising which characteristics are simple information dissemination and hardly communication, and has win the business and fragmentation age audience's favor,has created a marketing miracle when it appears into the sight of people since 2010.Firstly, This paper defines the related concepts and characteristics of micro film and micro film marketing, then analyzes the background of the rising of micro film marketing. Across the analysis, I find the Web2.0 era with its characteristics of participation, communication, sharing and interaction is the foundation of the rising of micro film marketing, the dissemination and development of the mobile terminal is the technical support, the increasing traditional media advertising costs, the problems of television and network ads are the fertile "soil". In the second part, this paper from the view of marketing and communication, considers micro film marketing is the ingenious production of viral marketing and emotion marketing, and also is the best interpretation of 4C theory and 3C theory; The "audience choice probability formula"and the "use and satisfaction" theory is the theory foundation of the popular of micro film marketing. In the third part, this paper analyzes the communication strategies of micro film marketing. Through the analysis,we find that the dissemination of content are the subject matter should be varied, product information should be simple,desalination plot placement tone should be clever and health; Communication carriers are online video site, IM, SNS, professional micro film file-sharing sites;Communication model should be cooperated online and offline, and should be simple to share and transfer.In the part of conclusion, based on the analysis of the current Internet environment and technology, the audience and the micro film marketing , this paper thinks that the development of micro film marketing is optimistic. In addition, this paper summarizes and analyzes some problems and mistakes at present micro film marketing, in order to provide some new ideas and thoughts for micro film marketing research, which can make the micro film marketing play a important role for business.