| As an important part of the cultural industry market,the commercial concert is accompanied by the prosperity of the Chinese society and economy.The political stability has formed the overall active and prosperous performance pattern.It contains a wide range of contents,variety and variety,rich cultural connotation,In fact,the prosperity of commercial concerts has become one of the most influential and most obvious representatives of cultural industry development and cultural prosperity.And in recent years the country,the region vigorously promote the development of cultural industries,to the commercial concerts and other cultural industries to provide a good environment for the development.According to the China Internet Center(CNNIC)in January 2017 released the 39 th "China Internet Development Survey Report" shows that as of December 2016,the size of Chinese Internet users reached 731 million,the Internet penetration rate reached 53.2%,the Chinese residents online The number has been more than half.And through the scale of mobile phone users up to 695 million,the Internet usage rate of 95.1%,growth rate of more than 10% for 3 years.Weibo,Wechat,micro-payment,micro-Web site as the representative of a variety of media into the field of communication,the strong spread of the performance of the world for the same time also makes the transmission environment has undergone enormous changes,high-tech industries and technology products,services Constantly emerging,making communication channels become more diversified.The reform of technology will eventually bring about the rapid development of society.Micro-media has developed from the use of tools to the influence and change of the new forces of the society.In the process of adjusting the industry economy and promoting the development and prosperity of the cultural industry and cultural undertakings play an increasingly important role.In the micro-media communication environment and the traditional media channels under the joint action,the commercial concert performance communication company in a complex situation,the traditional advertising model and strategy can’t adapt to the new media environment,can’t meet the needs of advertising communication,advertising Communication patterns and strategies also occur with the complex changes.Therefore,this article through the commercial concert in Chengdu area of advertising communication analysis,based on the new network media environment,the concert consumer market as the starting point to explore its complex and diverse advertising mode,while the combination of qualitative and quantitative This paper explores the problems of advertising communication in the Chengdu commercial concert at present,explores and analyzes the reasons for the existence of the problem,and puts forward the improvement thinking and strategy suggestion,which is effective and reasonable for the performing arts company And scientific norms of advertising strategy to provide reference and reference,with micro-media to help the comprehensive development of cultural industries.In the research methods,the main use of case analysis,literature research,questionnaire survey and content analysis.First of all,the author collected and micro-media and commercial concerts related journal articles and academic works and other information,including the years of communication,advertising,marketing,culture and other related disciplines in the field of monographs,and related fields of academic Journals,but also borrowed the "Da Cheng network,Barley net,China Performance Association" platform for commercial concert in Chengdu,the development of the report.To collect the information carefully studied,summed up the previous research results to sort out and analysis,in order to prepare papers to prepare a wealth of writing materials.At the same time,this paper uses the questionnaire survey to evaluate the micro-media communication effect of Chengdu commercial concert,and analyzes the factors such as audience,cognition,emotion and behavior.Finally,the content analysis method is used to analyze the current communication status of Chengdu commercial concert,and the specific problems are analyzed,and the targeted advertising strategy is put forward.The full text is based on the research ideas,divided into preface,five chapters and conclusions of seven parts:The first chapter of the literature review,preface to elaborate the background of this study and research ideas,such as: the origin of the topic,the purpose of the topic,the focus of innovative points,research methods.The literature review discusses the domestic and foreign research on micro-media,commercial concert and advertising communication strategy.To find the status quo of research at home and abroad,tap the domestic research point of view,for their own research to find entry point.Chapter 2: The advertising communication of commercial concert in micro-media environment is the focus of this article,which shows that the background of this paper is based on micro-media environment,it is necessary to provide a brief description of the micro-media environment,including concept definition,development status,classification and characteristics;Micro-media environment,as well as the new media environment,the mode of advertising communication analysis,will play an important role in the assessment of the effect is conducive to in-depth discussion and analysis of the problem.Chapter 3 Analysis on the Effect of Advertisement Communication in Commercial Concert.Based on the form of the questionnaire survey with the audience level to obtain data.To explore the micro-media environment,commercial concerts can communicate with consumers and what kind of audience will focus on advertising and other issues.The forth chapter analyzes the problem of advertising communication and its causes in the micro-media environment and the coping strategies of the sixth chapter.According to the forth chapter,it analyzes the problems of advertising communication strategy in the micro-media environment of commercial concert,The cause of the problem is analyzed.Chapter 5 from the dissemination of the main body,content,channels and effects of four aspects,for the existing problems,put forward the solution strategy.Conclusion,Weibo,WeChat as the representative of the micro-media is the development of new media to a certain stage of the product,the use of the group you extensive,profound impact for the commercial concert market has brought unprecedented challenges and opportunities.This paper is based on the investigation and summarization of advertising communication in Chengdu commercial concert in micro-media environment,and finds out the problem and puts forward the countermeasures to improve the advertising communication of commercial concert.In this paper,from the perspective of communication,the commercial concert advertising is limited to micro-media environment to carry out research,through the Chengdu area commercial concert advertising in detail analysis,research advertising mode,its micro-media related content data Statistics and classification,in order to summarize the micro-media environment,commercial concert advertising the typical characteristics of advertising,and research data statistics and classification involves a large number of statistical samples and detailed and specific statistical data,can provide a reference for related research.At the same time,through the study of advertising communication in the micro-media environment,the research and analysis of the regional and individual cases are carried out to find out the mechanism and characteristics of advertising communication in the new environment,to explore the effect of advertising communication in the micro-media environment,And put forward the corresponding integration,guidance strategy,from the better for the development of scientific and rational communication strategy to guide the performance of the industry to promote economic and social benefits of the double harvest,and better promote the performance of the market and regional cultural industry development. |
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