The Research Of Micro-film Communication Strategy In Integrated Marketing

As a newly emerging form of film mode under the web3.0 era, Micro-film is short but full story with complete plot supported by film-development system with full scheme system and production system. It is greatly favored by advertisers and consumers as soon as it was emerged on account of it’s advantage of being cheap, strong interactivity, precise self-positioning and easy to be accepted and inserted, becoming as the "beloved" in integrated marketing.In recent years, advertisers gradually recognized that traditional hard way of inserting advertisement to imbue customers with the product cannot achieve the expected effect, moreover, it would even lead to customers’ sense of boredom. Seeking a accepted and satisfying way of advertising has being the direction of current companies, and at this right moment, the micro-film way of advertising appeared in public view with this mission. At current stage, many scholars present unique perspectives on micro-film from different angles, thus making great contributions on the development of theory and researching on the micro film. But for now, research on micro-film it is still in the start stage, there are rooms left to be excavated deeply and studied in detail, especially when it is situated in the macro-marketing environment where the marketing strategies are integrated, where there meticulous and in-depth research literature can rarely being found. The rise of integrated marketing theory in the 1990s, with its consumer demand-oriented, its integrated-used way of various means of communication, its integration of existing resources marketing system, have received agreed unanimously acknowledge no matter from educational circles or authorities in industry circles.Micro-film meets the needs of the consumers with its easy-accepted contents, diversified communications platform, multi-level transmission mode, etc. With it’s highly interactivity, Micro-film letting some receivers acting as the recipients as well as disseminators at the same time, which plays a very positive role in passing down its brand value and maintaining close relation between consumers. Nevertheless, the spread of micro-film under the integrated marketing background has countless flaws:Lack of establishment and maintenance of relation between consumers, shallow knowledge about cognitive psychological needs of consumers, little interaction with the users. In the process of propagation, it failed to achieve the desired effect. Single content for propagation, low integrating degree between advertising content and product, all those issues mentioned above are more or less problems; In addition, the micro-film itself has its own limitations which would also seriously affect the healthy development of micro-film future.On this basis, this paper tries to find coping strategies in integration marketing strategies in micro-film according to the existing problems, and develop discussion from the following three aspects:the establishment and maintenance of the relationship between consumers, enhancement of consumer brand identity and user stickiness, and widening of micro-film communication channels. Hoping to give some constructive suggestions for the development of micro-film.In this paper, there are five chapters to develop researches. The first chapter is about micro-film and integrated marketing, which gives a brief introduction about micro-film, micro-film advertising, integrated marketing, and grooming the relationship between micro-film and integrated marketing, removing the blind spots of concepts in the following research. Chapter II is about general situation of, and explaining the reason of choosing New Balance series’s micro film advertising as the case study from the aspects of its influence and its general situation. The third chapter analyzes the propagation strategies in integrated marketing of micro-film from the aspects of its dimension of propagation contents, platform and modes. Chapter IV discusses the in-depth problems which the micro-film confronted on the level of propagation strategies. Chapter V provides some constructive coping strategies for the development of micro-film according to the problems existed in its marketing strategies and on the basis of analyzing some successful case studies, hoping to provide some countermeasures for the development of micro-film in the future.