微电影的商业应用及传播效果研究

发布时间：2018-01-13 10:20

本文关键词：微电影的商业应用及传播效果研究　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：进入数字媒体时代,以互联网和移动互联网为核心的网络媒体已成为生活的必需品。互联网在为消费者带来新的用户体验的同时,也改变了消费者原有的媒体接触习惯,并对人们的生活方式产生了广泛而深刻的影响。针对新的媒介形态和媒体接触习惯,依托互联网媒体平台的新型营销传播手段和方式应运而生,微电影作为近年来商业传播领域的新生儿,因其不同于传统电视广告和影片植入式广告的独特性进入公众的视线,并引起营销界的关注和讨论。本文将从商业传播的角度出发,首先从微电影的起源和市场现状入手,对微电影产生的背景、原因进行分析,在此基础上对微电影的概念进行分析和界定,并对当前国内的微电影市场进行分析和梳理。其二,本文将从微电影营销的起源和发展入手,对目前国内微电影的商业应用现状进行归类,分析微电影商业应用中的营销特征,并辅以市场案例进行分析论证。其三,在对微电影的商业应用全面了解的基础上,本文运用传播学和营销学相关理论从传播学和营销学两个维度对微电影在商业应用中的传播特征进行分析,包括微电影的传播主体、传播渠道、受众特征等。其四,本位将重点论述分析微电影在商业应用过程中的传播效果,首先将从社会心理学、认知心理学、观影心理学等角度对微电影商业应用的传播效果进行理论分析,随后将通过小组访谈的方法对微电影的传播效果进行实证分析,在此主要借鉴传统植入式广告的传播效果研究方法,从记忆、认知、情感和行为四个维度进行分析研究,考察受众对微电影的接受程度和影响微电影传播效果的重要因素。最后,在以上研究的基础上,本文将针对微电影的缺点和不足,为获得更好的传播效果,为微电影商业应用的未来提出自己的指导方法和意见。微电影作为读图时代影像传播领域的一次创新,是对以影视类广告和视频植入式广告为核心的传统营销手段的颠覆。目前国内对于传统营销手段的传播效果研究已日趋成熟,例如影视广告的收视率、网络视频广告的点击率和转载次数等；对于微电影这一新生事物,有关其在商业应用传播效果的研究略显空白,如何对微电影的传播效果进行衡量,如何以微电影的传播效果为依据,为微电影的商业应用提供指导性的意见和帮助,本文将以上述问题为核心对微电影的商业应用及其传播效果展开论述,为微电影的商业应用及其未来发展贡献自己的绵薄之力。
[Abstract]:In the era of digital media, the Internet and mobile Internet as the core of the network media has become a necessity of life. The Internet brings new user experience to consumers at the same time. It also changes the original media contact habits of consumers, and has a wide and profound impact on people's way of life, aiming at the new media form and media contact habits. Relying on the Internet media platform of the new means of marketing and communication came into being, micro-film as the new born in the field of commercial communication in recent years. Because it is different from the traditional TV advertising and film placement advertising unique into the public eye, and aroused the attention and discussion of the marketing community. In this paper, from the perspective of commercial communication, starting with the origin and market status of micro-film, the background and reasons of micro-film are analyzed, and the concept of micro-film is analyzed and defined. And the current domestic micro-film market analysis and combing. Second, this paper will start from the origin and development of micro-film marketing, the current domestic micro-film commercial application status is classified. This paper analyzes the marketing characteristics in the commercial application of micro-film, and analyzes and demonstrates it with a market case. Thirdly, on the basis of a comprehensive understanding of the commercial application of micro-film. This paper uses the theory of communication and marketing from the two dimensions of communication and marketing to analyze the communication characteristics of micro-film in commercial applications, including the dissemination of micro-film, communication channels. Fourth, the standard will focus on the analysis of microfilm in the process of commercial application of the communication effect, first of all, from social psychology, cognitive psychology. From the perspective of film psychology, this paper makes a theoretical analysis on the communication effect of the commercial application of micro-film, and then makes an empirical analysis of the communication effect of micro-film through the method of group interview. In this paper, we mainly draw lessons from the traditional methods of research on the communication effect of implantable advertising, from memory, cognition, emotion and behavior four dimensions of analysis and research. Finally, on the basis of the above research, this paper will aim at the shortcomings and shortcomings of micro-film, in order to obtain better communication effect. For the future of micro-film commercial application of their own guidance and advice. Micro film is an innovation in the field of image communication in the era of reading pictures. It is the subversion of the traditional marketing means, which is based on the video advertisement and the video implantable advertisement. At present, the research on the communication effect of the traditional marketing means has become more and more mature in China, such as the audience rating of the film and television advertisement. The click rate and reprint times of the network video advertisement; For the new thing of micro-film, the research on the communication effect of micro-film in commercial application shows a little blank, how to measure the communication effect of micro-film, and how to base on the communication effect of micro-film. In order to provide guidance and help for the commercial application of micro-film, this paper will discuss the commercial application and its communication effect of micro-film with the above problems as the core. For the commercial application of micro-film and its future development contribute their own modest force.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：J943

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