Research On The Communication Strategy Of OPPO Micro Film Advertising

With the strengthening of the trend of integrated marketing,micro-film advertising,which takes the integration of advertising,film and marketing as a new way of communication,has attracted more and more attention from the advertising industry and consumers.At the same time,with the development of mobile communication technology and the popularity of 5G network,the promotion of brand awareness and the promotion of new phones are very important to the major mobile phone manufacturers,and the advertising wa r is becoming increasingly day-today.How to adapt to the changes of consumption trend and media environment and improve the communication effect of micro-film advertising has become the theme that major brands,including the mobile phone industry,pay cl ose attention to.The research object of this paper is OPPO micro-film advertising,which mainly uses the methods of literature research,case analysis,interview and questionnaire,relying on the knowledge of communication,advertising and integrated mark eting,and studies the communication strategy of OPPO micro-film advertising based on 4i theory.This paper makes a detailed theoretical analysis and case analysis of the communication strategy of OPPO micro-film advertising from four aspects:personalized communication strategy,interesting communication strategy,interactive communication strategy and benefit communication strategy.The personalized communication strategy of OPPO micro-film advertising is mainly manifested in positioning and media personalization,interesting communication strategy in interesting content text,interesting marketing and brand cross-border cooperation,interactive communication strategy in online interactive communication strategy,offline interactive communication strategy and multi-channel integrated interactive communication strategy.Although the communication strategy of OPPO micro-film advertising is worth learning and using for reference,there are still some shortcomings,such as the difficult balance between commerciality and artistry,the lack of motivation for audience interaction and participation in all channels,the shackles of star families,the three-dimensional brand image,the poor ability of secondary communication and the poor conversion rate of purchase,and so on.In order to solve these problems,this paper puts forward some optimization countermeasures: skillfully integrate the product information into the advertising plot,pay attention to the topic persistence to establish the feedback mechanism,optimize the star effect to build brand equity and increase communication contacts to promote consumer purchase.Through the research of this paper,it is expected to provide theoretical support and practical basis for other areas or brands that try to promote products through micro-film advertising,and help more industries to innovate advertising marketing ideas.