scp-分析框架下国内微电影市场-研究

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1、...AbstractTheapplicationofinternetandmobileterminalequipmentandtheimprovementofthetechnologyandvideotechnologywithsmartphonesipadtopromotenewmediasuchasweibo,microletterrapidlydeveloping.2010microfilmappearsattheinternetwiththecontinuousdevelopmentofnewmediatechnology,microfilmattractaudience,

2、advertisers,andscholarswideattention.Butlookforthecurrentdevelopmentsituation,microfilmgenerallyadoptthewayoffree,advertisersmoneyisamajorwayofearnings,profitmicrofilmindustrializationdevelopment.Microfilmhowtobreakthroughthesingleprofitmodel,achievesustainabledevelopmentisworthyofstudying.This

3、paperuseliteratureresearchcaseanalysisandstatisticsexpoundtheconceptandcharacteristicsofthemicrofilmandmicrofilmmerchandisepropertytodifferfromtraditionaladvertisingandfilm.CombinewithSCPindustryeconomicstheory,usethemarketstructure,marketconductandmarketperformancetoanalysisthecurrentoperating

4、statusofmicrofilmmarket.Sumsupthemicrofilmmarketisnotformalarge-scaleproduction,diversificationofbroadcastchannelsisblocked,profitmodelissingle,lackofmarketregulation,serioushomogeneityphenomenonandsoon.Pointsoutthatthemicrofilmindustrializationistheeffectivewaytodevelopthengivethespecificways:

5、Adjustthestructureofthemarket，divisionoflabortoimprovethelevelofmicrofilmspecializedprofessional，industrialproductiontoenlargemicromovieeconomiesofscale，useIMCtoimprovemarketshare.Tostandardmarketbehavior,copyrightprotectionandgradingsystem;policysupportandguidance;administrativemanagementandsu

6、pervision.Improvethemicromoviemarketperformance,expandtheirprofitchannel;todevelopderivatives;torealizeindustriallinkage.Theaimofthisstudyistoprovidethesustainabledevelopmentofthemicrofilmmarket,promotethemicrofilmtothetrackofhealthydevelopment.Keywords:microfilm；structure；conduct；performance；d

7、evelopdifficulties；developsuggestii......目录绪论.............................................................................................................................................1（一）研究背景及意义.................................