国内微视频的发展机遇和商业运作初探

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1、内容摘要微视频是一个广泛的观念，能用多种视频设备摄录和播放的视频都可以叫“微视频”。专业的微视频主要包括微电影、广告视频与广告MV、动画短片三大类。非专业的微视频则是指网友自拍和制作的视频短片。近年来，微视频发展已经逐渐引起了业界和学界的关注，相关领域对微视频的研究也越来越多，本文主要结合前人研究的成果，通过文献分析法和案例分析法分析当前环境下微视频发展所面临的机遇，以及通过对微电影、广告视频与广告MV、动画短片这三类微视频以及国内一些微视频大赛的运作探析微视频行业的商业运作，并提出有利于微视频发展的几点建议，希望给微视频的发展和研究提供参考。关键词：微视频；机遇；商业运作1Abstractm

2、icrovideoisawiderangeofideas,inthewordsofGuYongqiang:allthevideobetween30secondsand20minutesthatcanberecordedandplaybackthroughavarietyofvideoterminalcanbecalledthe"microvideo",professionalmicrovideoincludesmicrofilm,AdvertisingvideoandMVandAnimatedshortmovie,non-professionalreferstovideoclipbyUsers

3、themselves.forthepastfewyears,therapiddevelopmentofmicrovideohasgraduallyarousedattentioninindustryandacademic,researchofmicrovideoinrelatedfieldismoreandmore,thispaperisincombinationwithpredecessors'studies,throughtheliteratureanalysisandcaseanalysismethodtoanalyzetheopportunitiesofthedevelopmentof

4、microvideoincurrentenvironment,andbyanalyzingtheoperationofmicrofilm,advertisingvideoandMVandshortmovie,andsomedomesticmicrovideocontesttoresearchthecommercialoperationofmicrovideoindustry,andcomingupwithsomerecommendationsforthedevelopmentofthemicrovideo,lookingforwardtogivingconsultsfortheevolutio

5、nandresearchofmicrovideo.Keywords:microvideo;opportunity;Commercialoperation1目录一、绪论···································································································1（一）研究缘起与研究意义·········································································1（二）研究内容与研究方法···················

6、······················································1（三）研究创新························································································2（四）研究现状及文献综述·········································································2二、国内微视频概述······················································

7、······························3（一）微视频的界定··················································································3（二）微视频的特点····································································