Research Of The Business Model In Marketing Micro-films

With the rise and development of new media technology, micro-blog has beenderived from blog，and similarly, the balance of treasure has been the derivation of theelectronic payment platform. Likewise, micro-film, a new form of film, which isrelied on such new media technology, is the combination of cinematic art and Internetcommunication platform.In the year of2011, Explosive, the first micro-film in China came out. Thereafter,the micro-film has undergone explosive growth. The micro-film has attracted a largenumber of audiences with its novel ideas, complete but short story, and fractionaltransmission pattern. It is the accomplishment of free watching and fast broadcastingthat appeal to numerous businesses quickly, who has expected to spread their productbrand and business philosophy through the micro-film. Furthermore, the producershave looked for the profitable channel of micro-films. Therefore, the micro-film hasbecome a new favorite of numerous business, so much so that the micro-film hasbecome a variant of the advertisement that is designed by some advertisers.The industry chain of implantable advertising micro-film has been taken shape,which we call as ’marketing micro-film’. The Cadillac’s "explosive","route66", fawVolkswagen’s "refund", Audi’s ’only task’ are all included. However, the commercialoperating pattern of the advertising micro-film at the current stage is still in anexploratory phase as the result of its inherent disadvantage, homogenized competitionand social influence. This article attempts to interpret and analyze the four businessoperating patterns, which are "mobile Internet","network","courtyard linemarketing" and "custom-built micro-film",and hence aims to summerizesystematically the commercial operating pattern of the marketing mirco-film. Basedon the above-mentioned interpretion and analyses, the prospect of marketing micro-film will be discussed.Firstly, the thesis will define the concept of micro-film and introduce its history,based on which the concept of marketing micro-film will be put forward, combiningthe defination of ’marketing’ in Economics. Then the distinction of the marketing micro-film will be pointed out by comparing with implantable adverting andtelevision advertising. Followingly, the current advantage and disadvantage of thefour business operations of the micro-film will be indicated. Finally, the prospect ofmarketing micro-film will be discussed.Three problems will be focused on in this thesis. Firstly, the disseminationadvantage of the marketing micro-film. Secondly, the interpretion of the four currentcommercial operating patterns of the micro-film. The last one is the prospect of themarketing micro-film.