The Development And Innovation Of Chinese Micro Film Crowdfunding

With the advent of the Internet era,the continuous progress of the new media and terminals,the rapid development of online payment system,the rapid rise of the Internet economy.Crowdfunding to raise this new way into the micro film industry,has become a new means of financing,by investors,film and television practitioners and the attention of fans.Through the combination of investment and financing and micro film,crowdfunding of micro film to a new form to achieve the value co-creation of investors and creators in the micro film industry.The article combined with the value co-creation of the theory of DART model,to raise the crowdfunding on the website of the 10 typical cases to analysis,summed up the main way to run the micro film and the operation of the basic process.Found that the crwdfunding of the micro film’s characteristics,such as the main body of the public,the fuzziness of the financing process,as well as the characteristics of the project’s advertising.Through analysis the typical case of micro movie of the crowdfunding,fing out the basic characteristics of the process of micro film of the crowdfing:Formed a diversified micro movie of crowdfunding mode:Reward of the crowdfunding,Donate of the crowdfunding and Equity of the crowdfunding;Established the basic process of the micro film to raise crowdfunding run:submit project,audit project,demonstration project,raise crowdfunding funds,return regulation;Constructed a professional micro movie of crowdfunding platform structure.At the same time,it also found that the problems of micro movie of the crowdfing in the running process,for example,evaluation index set unreasonable;micro movie of the crowdfunding in the process of raising the lack of interaction between investors and promoters;single channel of communication;lack of a complete set of system specifications and other issues.Through the analysis of the characteristics and problems in the operation of the micro film of the crowdfunding,combined with the value co-creation theory,to provide some innovative strategies for the micro film of the crowdfing operation:First,by the use of lead dosing with the cast of the micro movie of the crowdfing audiences to raise participation system,according to the needs of the scientific formulation target funds,formulate effective financing period to achieve equity all raise based micro film of the crowdfing mode;Second,sponsors investors of the crowdfing through training,maintaining the relationship with investors,financing to deepen investment cooperation to enhance the process of investment and cooperation to enhance the dialogue between investors and sponsors;Third,through the use of micro film of the crowdfing platform to provide a platform for the promotion of the promotion tool,give full play to the project initiated the spread of team members,the project to promote the project to the professional team to enrich the spread of micro film to raise public channels;Fourth,by ensuring that the micro film projects initiated people’s true identity,protect the micro film projects launched the intellectual property,micro movies of the crowdfing credit problems of legal relief to establish a complete micro film of the crowdfing to raise public system,and ultimately to promote the value co-creation of micro film to create and the healthy development of micro film industry.At present,crowdfunding is a hot topic in the field of China’s film and television industry development and research,the main innovation of this paper lies in the research of the new financing mode of the crowdfunding of micro movie,and combined with a case study analysis to explore the basic characteristics and deficiencies micro movie of the crowdfunding operation in China.Using the value co-creation of the theory,combined with the value co-creation of a DART model,elaborated on the development of China’s Micro movie of crowdfunding innovation strategy.