传播学视阈下的商业微电影-研究

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1、重庆工商大学硕士学位论文ABSTRACTTheseyears，withthedevelopmentofNetworkTechnology,Multi．mediaTechnology,Information-terminal-receivedTechnology,thenumberofcybercitizenhasincreaseddaybyday,inotherwords，peoplehasbeeninW曲3．0age．Atthesametime，increasingnumberofnetworknew-mediaisr

2、isingrapidly．Thepopularityofmicro—blog．micro．1etterandmicro-filmhasprovedthemicro··ageofnew—mediaiscomingquietly．Onthisbackgroundofage，micro·filmisthenewtypeofinformationspreading，andwinsworldwideacclaim．Becauseofworldwidespreadingofmicro-film．ithasbeenUSedinbran

3、dpromotionandactivemarketingofenterprisebrands，inthissituation；commercialmicro．filmcamenextandprogressedimmediately．Meanwhile，thereismoreandmoreresearchofmicro．filmbydomesticscholar,butthenumberofresearchesofcommercialmicro．filmiSasmalleramounts．Andcommercialmicr

4、o—filmiSdeservedtoresearch：thispaperwillresearchitbyanalyzingitsproduction，spread，andmarketing．Firstofall’thepapel"willdiscriminatesomeconcepts；itincludestheconceptionofmicro—film，commercialmicro．film，thedifferencebetweencommercialmicro．filmandmicro．film．productp

5、lacement．Andcommercialmicro．filmiSanewadproducedbyenterprisebrandtomarket．Secondofa11，thePapel"willanalysisthecommercialmicro．film’Sproductionbythreesides，thesearelooseproductionenvironment，professionalproductionteamandpolarizedproductioncost．Then，thepaperwillres

6、earchthespreadofcommercialmicro．filmbyspreadcontents，spreadchannels，spreadaudiences，andspreadeffects．Thepaperwillexpoundthemarketingofcommercialmicro-filmbyitsmarketingadvantage，disadvantage，chance，andchallenge．Then，thepaperwillenumeratesomeclassicalexamplestosup

7、portthepoint．Atlast，theP印el"willgivesomeadviceaboutexistingproblemsofcommercialmicro．film．Theindustrialpatternofcommercialmicro．filmneedstoenlargecontinuallyandformsmoreintegratedindustrialchain．KeyWords：commercialmicro—filmproductionspreadmarketingprogressⅡ重庆工商大

8、学硕士学位论文1．1研究背景及意义第1章绪论数字时代的三大思想家之一的尼古拉斯·尼克洛庞帝(NicholasNegroponte)于1995年在其著作《数字化生存》(BeingDigital)中就曾大胆的预测“互动世界、娱乐世界、资讯世界终将合而为一”。当时此预测引来不小的轰动与质疑，但是随着近年来科技的进步，数字技