微电影营销——给品牌讲个好故事  

Micro-film Marketing ——Telling a Good Story about Your Brand

作　　者：胡睿[1] 

机构地区：[1]西南交通大学艺术与传播学院,四川成都610031

出　　处：《西南交通大学学报（社会科学版）》2014年第2期52-56,共5页Journal of Southwest Jiaotong University(Social Sciences)

基　　金：中央高校基本科研业务费专项资金资助青年教师百人计划项目(SWJTU11BR199)

摘　　要：新媒体的发展带来了消费者触媒习惯的改变,企业营销的方式也从单纯的兜售产品转向吸引受众精神层面的关注。应运而生的微电影故事营销利用传播渠道的创新与"情感差异化"的内容来聚焦受众内心,既满足了碎片化时代的娱乐需求,又不失巧妙地植入了企业的核心价值。微电影营销兼具广告的智慧和电影的从容,其"高级定制植入"的光环背后是"谋局于伊始"的巧妙。其中,赋予故事主角"广告代言人+微电影主演"的双重身份、构建"与己有关"的故事内容、设置具有"意外奖赏"的故事结局等三方面的筹划与把握是微电影营销制胜的重要法则。The consumer＇s media habits have been changed due to the development of new media. The way of corporate marketing has consequently changed from simply selling products to fulfilling the spiritual demands of audience. The innovation of communication channels of marketing and ＂emotional differentiation＂ content are used in micro -film stories and the focus is put on the audience＇s innermost feelings. To do so, the entertainment needs for the era of fragmentation have been met, and at the same time the company＇s core values have been implanted subtly. Micro-film marketing contains not only the wisdom of advertising but also the essence of the film. Its ＂product placement of advanced customization＂ relies on ＂planning from the very beginning＂. The winning rule of micro film marketing mainly lies in these three aspects： giving the protagonist ＂ advertising spokesperson ＋ micro-film starring＂ dual identity, letting the audience feel related to the story, and setting unexpected story ending.

关 键 词：微电影 故事营销 定制植入 碎片化时代 

分 类 号：G206[文化科学—传播学]