摘要
微电影有着特殊的传播优势,它的出现被人们视为移动互联网时代的新兴产物。在当前媒介融合的传播格局下,微电影内容营销策略的灵活调整,会相应地为微电影的品牌推广带来诸多优势。由于微电影内容传播具有故事化包装、草根式表达和多元化社交等特征,可以在原有的垂直营销模式、分众营销模式、裂变营销模式基础上进行内容营销策略创新,即在微电影的内容预售、社交话题预设、互动体验的设计、产业链延伸等方面。
Micro-film, which has a special advantage in communication, has been regarded as an emerging prod- uct in the era of mobile Internet. Under the current situation where different forms of media are converged for communi- cation, the flexible adjustment of micro-film＇ s content marketing strategy will bring many advantages to the brand pro- motion of micro-movies. Because micro-film＇s content communication has the characteristics of storytelling, grass- roots＇ voice and diversified social contact, its content dissemination can innovate on the basis of its traditional vertical marketing model, the differentiated marketing model and the fission marketing model, that is, in the aspects of its con- tent＇s advance selling, its social topic presetting, interactive experience design, extension of the industrial chain and so on.
出处
《广西经济管理干部学院学报》
2017年第4期46-50,59,共6页
Journal of GuangXi Cadres College of Economic and Management
关键词
移动互联
微电影
内容营销
创新
mobile Internet
micro-film
content marketing
innovation
