Research On The Communication Strategy Of Automobile Brand Microfilm Advertising

With the development of Internet and online video websites,more and more internet citizens watch various video through the network.Online video attracts the attention of a large number of internet citizens which has prompted more and more advertisers to invest advertising fees on online advertising.The current development of short videos on the Internet has led to the emergence of a new type of advertising named micro-movie advertisements,which caused a large number of brands have utilized micro-movie advertisements to obtain better publicity.Micro-movie advertisements is the best way to show the shape,internal structure and product performance of the car.Therefore,most automobile brands use video advertising to promote their products.The rise of micro-movie advertising has provided a new choice for the promotion of automobile brands.Under the situation that the influence of traditional advertising is declining,automobile brands advertisers have turned their attention to micro-movie advertisements,arguing that traditional advertisements can be better replaced by micro-movie advertisement,which prompted micro-movie advertisements become the main type in the automobile industry.This article will mainly study the communication strategy of automobile brand micro-movie advertisements,in order to provide some useful suggestions for the dissemination of micro-movie advertisements.At present,the research on automobile brand micro-movie advertising is still in its infancy.This paper studies the connotation and development of automobile brand micro-movie advertising through literature research method,and proposes the frame of automobile brandadvertising communication strategy based on relevant theories.Further more,case study method is used to analyze the typical case of automobile brand micro-movie advertising in detail.What's more,summarizing and refining the effective communication strategy.The research on the communication strategy of automobile brand micro-movie advertising mainly starts from four aspects.The first part is a basic study of car brand micro-movie advertising.It is considered that the automobile brand micro-movie advertisement is a public,non-face-to-face and paid information dissemination activities,which is transmitted to the target audience through the new media platform to achieve the influence and change of the target audience.The development of automobile brand micro-movie advertising has undergone four stages of germination,production,rapid development and diversified development.The characteristics of car brand microfilm advertising were analyzed.The second part constructs the framework of the car brand micro-movie advertising communication strategy.According to the automobile brand stakeholder theory,the SICAS consumer behavior model and the communication effect theory in the digital media era,the automobile brand micro-movie advertising communication strategy framework is based on the stage-strategy-effect process,and each stage adopts a certain strategies to achieve some effect.The automobile brand micro-movie advertisement adopts the perceptual strategy to obtain the cognitive effect in the mutual perception stage,adopts the advertising narrative strategy to obtain the emotional effect in the interest interaction stage,and adopts the interactive communication strategy to obtain the attitude effect in the establishment of the contact phase,in the action ofpurchasing and experiencing stage,use sharing strategy to get action result.The third part proposes a specific communication strategy based on the communication strategy framework and the case of automobile brand micro-movie advertising.It mainly includes: brand and consumer perceive strategies for cognitive effects;advertising narrative strategies for emotional effects;interactive communication strategies for attitudes;and transformation and sharing strategies for behavior-oriented.The fourth part points out the problems in the process of communication of automobile brand micro-movie advertisements according to the communication strategy proposed in the previous part.Including: cognitive level,lack of perception of advertising audience;emotional level,product information and emotional narrative are difficult to balance;At the attitude level,there is a lack of continuity of topics and consumer participation;at the behavioral level,the conversion rate of advertisements is insufficient.Because of that,this paper put forward corresponding solutions: understanding consumers,to promote brand awareness through integrated communication;to integrate products in emotional narrative,to enhance brand reputation with resonance;to ignite topics,to increase brand trust through interactive participation;enhance the rate of sharing and purchasing to build Automobile-brand loyalty.The focus of the thesis is to construct a framework for the advertising strategy of micro-film advertising in automobile brands.At the same time,to propose a targeted communication strategy based on relevant case analysis.The purpose is to provide a reference for future research,and also providing some effective advice on the creation and dissemination for micro-movie advertising of automobile brands.