The Reasons Of Fashionable Micro-film And Trend Of Development Research

2013, the scale of China’s mobile Internet users will be more than five hundred million. Web3.0era and the rapid rise of a large number of new media, indicating that the new media era has arrived. New media bring users new information platform, provide much more updated channels for commercial marketing. Relying on new media’s growth, Micro-film was born as art and commerce’s crystallization, has also become a new form of marketing.The new media era has a new broadcasting environment, the information dissemination characteristics in this environment can generally be described as "decentralization" and "fragmentation". This is the era of "self-media", because of the media more portable, especially the mobile media just are hold at your fingertips, individual can become the main body of information dissemination. These are very important to the micro-film becoming brilliant and respected, also are the essential factors to it becoming more popular.In this paper, we can analysis the reasons of the fashionable micro-film mainly from the following sides:In the media’s perspective, the propagation environment new media morphological changes will also bring changes in the way of information dissemination. In particular, network digital technology and television technology updates will be the direct driving force. Besides, the upcoming web3.0era fueled; In the audience perspective, described as "decentralization" and "fragmentation" information space, the micro-culture of postmodernism make the micro-film on behalf of the "grass-roots culture". According to Uses and gratifications theory, the audience emphasize on the pursuit of psychological identity in the process of watching such a micro-film, meanwhile the repressed emotions of the heart can be released, ultimately they will achieve the purpose of self-catharsis. Maslow’s hierarchy of needs analysis also pointed that self-realization is the highest level of human hierarchy of needs, which means the full potential wanted to gain; Secondly, micro-film gains a huge commercial value and marketing, so economic benefits is the direct driving force of fashionable micro-film in the material society; Finally, it can’t be separated from its effective marketing strategies to bring the transmission dynamics.At the same time, the micro-film as time as convey positive influence, also facing a wide range of issues, such as, the quality of the content varies greatly, delivery platform needs to be improved, industry standards and policies lack supervision, etc. Currently, the micro-film is on the road of brand and industrialization, requiring a long-term exploration and running-in process. This paper ultimately raises recommendations about solving the existing problems in the development process, to establish the powerful new position of marketing relying on taking advantages of its own.