Research On Advertising Micro Film Under The Media Environment And Its Development Strategy

The advertising micro film Cadillac "touch and go" has broadcasted since 2010,the advertising micro film entered the audience's field of vision officially,it became the "sweet pastry" in the vision of public in a short time.Since 2014,the number of advertising micro films has been decreasing year by year as well as has accompanied by the decrease of excellent films.The decline of both quantity and quality has cast a shadow on the development of advertising micro films.With the penetration of financial media environment and the promotion of the Internet era,the advertising micro films are showing a trend of gradual recovery,and its bottleneck is gradually opening and breaking through.This paper is divided into four parts.The first part is the introduction,which explains the purpose of the topic,the significance of the research,the research status and methods at home and abroad.The second part focuses on the analysis of the form and properties of advertising micro films and on making a summary of the historical development of advertising micro films at the same time.The third part is the research on the develop dilemma of advertising micro films.It makes a comprehensive and detailed analysis of the development dilemma of advertising micro films from the four dimensions that includes institutional dilemma,economic dilemma,cultural dilemma and marketing dilemma.The fourth part is the countermeasure research based on the dilemma problems proposed in the third part by strengthening three kinds of consciousness,solving three problems and learning from three kinds of experience.All of these will offer specific solutions and strategies for the development of advertising micro films.This paper tried to use interdisciplinary approach,sums up the development of the micro film advertising existence predicament,the micro film advertising system,economy,culture,creation and marketing of in-depth analysis of the four,combined with the micro film advertising in integrating the advantage of the media environment is analyzed,and then analysis the micro film advertising in the media environment of development strategy,the development of the construction of micro film advertising four countermeasures for our country advertising films provide advice and reference to healthy and orderly development.