The Spreading Mechanism And Development State On Micro-film Of Marketing

In the Web2.0 era, we are living in a "micro" era with the rapid development of network and communication technology. Micro-blogging, micro-fiction, micro-resume and so on, are full of our daily lives. As a new type of video showing, micro-film aroused the concern of the commercial capital from the date it generated Micro-film become the important part of the overall marketing strategy for many well-known enterprises. Micro-film of marketing continue to create the miracle on the Hits volume, such as "The Explosive", "Route 66", "Happy Home", "Four-night Chi Tarn".For example, the Trojan hits of the "Route 66" has been more than 200 million times. The Trojan hits of the "Four-night Chi Tarn" has been more than 210 million times within a short time. Micro-film of marketing not only creates miracle on the hits constantly, but brings enterprises the good marketing effect. For example, after the launch of 12 constellation series micro-film, the room occupancy of the Orange Crystal hotel has been close to 100%. Under the condition of zero-tolerance attitude to advertising, the development of the micro-film of marketing is flourishing. Therefore, it has certain practical significance and value to study the spreading mechanism and development trend on micro-film of marketing.This paper is divided into four parts. The first chapter is an introduction, describes the paper’s background and significance, content and purposes, research status and research methods. The second chapter is an overview of the micro-film of marketing. This chapter defines the relevant concept of the micro-film of marketing firstly, and then analyzes the differences between the micro-film of marketing and implantable advertising, the traditional networking marketing. As a new thing, this chapter also analyzes the generation and development of the micro-film of marketing.The third chapter introduces the communication mechanism of the micro-film of marketing. Based on the detailed analysis of it’s communication elements, the chapter studies the communication model of the micro-film of marketing. This paper argues that micro-film of marketing is able to obtain good communication effect thanks to it’s basic model, the Nuclear fission type of communication. In the specific case, the spread of the micro-film of marketing may be in the form of Media linkage and online-offline interaction. However, good communication effect have to rely on the Nuclear fission type of communication. The chapter also studies the communication power of the micro-film of marketing. With the SWOT model, the fourth chapter analyzes the "Opportunities", "Threats", "Strengths", "Weaknesses" in detail. And then the chapter tries to provide some feasible suggestions for the development of the micro-film of marketing.