| In order to improve the theoretical knowledge of sports television, to determine the role and significance of the presence of micro-film sports, new ideas and new ways of sports television sports marketing, brand development, in this paper, using literature, comparative analysis, video data analysis and SWOT analysis, sports micro-film as the research object, through micro-film and sports opportunities inherent characteristics of PE film with micro fusion under,micro sports Movies and compare sports movies, sports type and study micro-film micro-film and sports marketing and communication, mainly the following conclusions:(1) Sports micro-film short, small-scale investment, determine its surviving much room for development, but there are also a number of non-predetermination. Sports now has the micro-film characteristics: a body characterized by a "Paring down tree seems as long as three years" concentrated essence; professional qualities reflected in the high degree of integration and sports; function mainly in four aspects, namely, the spread function, business function, the function of entertainment and educational function.(2) The difference between the micro-film and sports sports movie: its similarities mainly in multi-sports inspirational theme, story and commercial uses, and techniques in the creative process as well as on the type of similarities; except that the basic features of, different investment production and distribution, as well as the purpose of creation and the creation of the crowd audience.(3) Into the sports micro-movie drama category Sports initial micro-film, micro film documentary sports, advertising, sports training micro-film, micro film Commonweal sports, animation class sports and other types of micro-film micro-film sports.(4) Based on the current situation of popular micro-film, micro film sports sports brand marketing plays a broader influence, new challenges and opportunities for sports brand marketing as a new way of marketing, sports marketing to a huge development opportunities. Can be used as a new thing, their advantages and disadvantages exist, there is a big dilemma and development of resistance, which will also be the key problems to be solved.(5) The rise of sports micro-film has a profound effect on the significance of sports in a big situation micro propagation times, the culture, the spirit of sport, sports behavior, sports products and sports aspects of sports figures play a role in disseminating propaganda. In the audience targeting theoretical analysis, sports and now micro-film "Fast Times" and echoes, the audience crowd, mostly the younger generation of Internet users belong to the audience to choose and to accept things. On the mode of transmission should strengthen cooperation in diverse sports brand, the use of the star effect, through the promotion of the film festival, as well as serving as an ad network utilization promotion microblogging letters and other social networking sites.For the corresponding conclusions and recommendations:(1) Government to strengthen the regulation, the following good fit, enhance the quality of sports micro films.(2) The development of diversified model, combining a variety of elements open pattern.(3) Life, and the creation of different styles to explore the market demand.(4) With the integration of brand elements need moderately, constantly pushing new marketing model.(5) With the new media forces intensify efforts to promote and expand the audience crowd, according to the Times situation can develop professional education. From both social and educational start, give full play sports arena micro-film. |
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