| These years, with the development of Network Technology, Multi-media Technology,Information-terminal-received Technology, the number of cyber citizen has increased day byday, in other words, people has been in Web3.0age. At the same time, increasing number ofnetwork new-media is rising rapidly. The popularity of micro-blog, micro-letter andmicro-film has proved the micro-age of new-media is coming quietly. On this background ofage, micro-film is the new type of information spreading, and wins worldwide acclaim.Because of worldwide spreading of micro-film, it has been used in brand promotion andactive marketing of enterprise brands, in this situation; commercial micro-film came next andprogressed immediately. Meanwhile, there is more and more research of micro-film bydomestic scholar, but the number of researches of commercial micro-film is a smalleramounts. And commercial micro-film is deserved to research; this paper will research it byanalyzing its production, spread, and marketing.First of all, the paper will discriminate some concepts; it includes the conception ofmicro-film, commercial micro-film, the difference between commercial micro-film andmicro-film, product placement. And commercial micro-film is a new ad produced byenterprise brand to market.Second of all, the paper will analysis the commercial micro-film’s production by threesides, these are loose production environment, professional production team and polarizedproduction cost. Then, the paper will research the spread of commercial micro-film by spreadcontents, spread channels, spread audiences, and spread effects. The paper will expound themarketing of commercial micro-film by its marketing advantage, disadvantage, chance, andchallenge. Then, the paper will enumerate some classical examples to support the point.At last, the paper will give some advice about existing problems of commercialmicro-film. The industrial pattern of commercial micro-film needs to enlarge continually andforms more integrated industrial chain. |
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