The Study Of The Micro Documentary "Yitiao"

After entering the 21th century,China information technology has developed rapidly,the progress of mobile Internet technology,expansion of coverage of Wi-Fi and increasing intelligence of terminals have promoted the coming of micro-age.Different kinds of new carrier,new channels and methods of communication have developed,and iterating speed has also sped up greatly.Micro-documentary films emerged in communicating background with rapid rhythm and fragmentation,which expands brand new performing forms of content of documentary film.Through several years’ development,micro documentaty films have turned from massification and grass-roots to professionalization and refining.Domestic studies to micro documentaiy films are also increased gradually,but most are researches and discussions to definition of morphology,expressing ways and development trends,and few are researches from the content operation,marketing of micro documentary films.The only articles are one-sided,and lack of integrated and systematic research.The research object of this paper is the micro-documentary "Yitiao" which focuses on the life aesthetics.In this paper which uses Lasswell SW model and Jack Trout’s positioning theory,analyses the content production features and development of operational strategies of "Yitiao" to explore how the documentary with its own characteristics and development of the law to achieve the sustainable development of business models.The purpose of this study is providing pioneering operational ideas and practical methods for the creators of microfilm,and promoting the further development of China’s micro-documentary.Firstly,through literature analysis,the author summarizes the developmental history of the micro-documentary and predecessors,research achievements of it.Combining with the current development of micro-documentary,the author finds that micro-documentary has many characteristics such as the high target of audience in the new media,diverse transmission channels and manifestation mode,light weight,interactive audience and so on.Then the author analyses the content of"Yitiao" from five elements of the main body of communication,media.content,audience and dissemination,and uses the Likert Scale Five-point Scoring Method to conducted a random sample survey of "Yitiao" users and clarified that the success of "Yitiao" in content dissemination benefited both from the high-end paper media in the lack of content needs,but also inseparable from the "Yitiao" team focus on the concept of quality of life communication positioning,adhere to the production of high-quality video graphics and short film requirements,broaden the channel and platform and other factors.For the development and operation strategy of "Yitiao" video,this paper mainly starts with the research of "Yitiao" living museum.On the one hand,through the investigation of the user of the living museum,the author analyzes the general problems of the mode of realization.On the other hand,the paper,uses comparative method,analyzes the difference between a living museum and Taobao,Jingdong e-commerce platforms,and the advantages of "Yitiao" e-commerce profit mode and "Ergeng" traffic profitmode.Based on the analysis of "Yitiao " video,the author thinks that there are some common problems in the micro-documentary market such as the imperfect profit model,the unpleasant user demand,the lack of brand accumulation,the high cost of high quality content,the narrower topics,the high traffic consumption.The operation and development of micro-documentary requires efforts in many aspects such as insisting on content creation,strengthening marketing research,paying attention to publicity and promotion,broadening the profit channel and enhancing interaction.In the "information fast food" era which has more and more noise,the successful micro-documentary will surely has high quality content,clear position and steady audience.