传播学视阈下的商业微电影研究

《传播学视阈下的商业微电影研究》由会员上传分享，免费在线阅读，更多相关内容在教育资源-天天文库。

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-mediaisrisingrapidly．Thepopularityofmicro—b

2、log．micro．1etterandmicro-filmhasprovedthemicro··ageofnew—mediaiscomingquietly．Onthisbackgroundofage，micro·filmisthenewtypeofinformationspreading，andwinsworldwideacclaim．Becauseofworldwidespreadingofmicro-film．ithasbeenUSedinbrandpromotionandactivemarketingofenterprisebrands，inthissituation；commerc

3、ialmicro．filmcamenextandprogressedimmediately．Meanwhile，thereismoreandmoreresearchofmicro．filmbydomesticscholar,butthenumberofresearchesofcommercialmicro．filmiSasmalleramounts．Andcommercialmicro—filmiSdeservedtoresearch：thispaperwillresearchitbyanalyzingitsproduction，spread，andmarketing．Firstofall

4、’thepapel"willdiscriminatesomeconcepts；itincludestheconceptionofmicro—film，commercialmicro．film，thedifferencebetweencommercialmicro．filmandmicro．film．productplacement．Andcommercialmicro．filmiSanewadproducedbyenterprisebrandtomarket．Secondofa11，thePapel"willanalysisthecommercialmicro．film’Sproducti

5、onbythreesides，thesearelooseproductionenvironment，professionalproductionteamandpolarizedproductioncost．Then，thepaperwillresearchthespreadofcommercialmicro．filmbyspreadcontents，spreadchannels，spreadaudiences，andspreadeffects．Thepaperwillexpoundthemarketingofcommercialmicro-filmbyitsmarketingadvanta

6、ge，disadvantage，chance，andchallenge．Then，thepaperwillenumeratesomeclassicalexamplestosupportthepoint．Atlast，theP印el"willgivesomeadviceaboutexistingproblemsofcommercialmicro．film．Theindustrialpatternofcommercialmicro．filmneedstoenlargecontinuallyandformsmoreintegratedindustrialchain．KeyWords：commer

7、cialmicro—filmproductionspreadmarketingprogressⅡ重庆工商大学硕士学位论文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