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摘要现今消费者对传统电视、网络文案宣传大都已麻木，目前的网络营销方式以带有剧情短片的微电影最流行，营销讲的就是速度、行动、方便、效益，配合快速、方便、行动、效率的营销目标要求下，微电影是能帮助企业要一次性完成营销目的的最佳方法。本研究以文献分析法探讨微电影广告，透过社群网站分享式的特性，迅速引爆议题、让议题发酵引起网友关注，同时并持续关注接续要发生的微电影故事情节，有剧情情境内容的微电影企划制作，能够让企业产品的品牌形象在剧情中全然表现出来，有感动、心动的微电影可吸引网友点阅观赏，增加点阅收视暴光率，让网友观赏之余，自然而然就进入企业文化内涵。8767
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如今内容营销的一大趋势在于微电影与广告之间的强强联合。由于它突破了传统植入广告在形式与内容等诸多方面的限制，从而广告带入了一个全新的境界。为了保证微电影广告的质量，更好地留住受众，它的准入门槛将会越来越高，监管机制也会越发完善。微电影的传播也要遵循整合营销的策略，从拍摄之前，剧本尚未定稿之前开始发动网民进行关注，并在拍摄中、拍摄完成后进行连贯性宣传。微电影广告不再只是业界人士的独角戏，它将会成为全民参与的事件。
关键词：微电影，微电影广告，特征
Abstract
Consumers' traditional TV network copywriting publicity have numbness, the most popular network marketing methods with feature films and micro-film, marketing is about speed, action, convenient, effective, with fast, convenient, action, efficiency marketing objectives and requirements, the micro-film to help enterprises to complete a one-time best marketing purposes. In this study, document analysis to explore the micro-film advertising through social networking sites to share-characteristics quickly detonated issues, issues fermentation fueled concern, and sustained attention to connecting to the micro-film story, Drama situational content planning and production of micro-film allows the brand image of the enterprise products manifested in the plot at all, touched the heart of the micro-film to attract users click watch, to increase the Hit viewing exposure rate, so users can watch more than naturally into the enterprise cultural connotations.
At content marketing age, the crossover between micro film and ad which break through the limitations of traditional ad implant in both form and content turn to be an irresistible general trend. It will be another phase of ad. In the course of future
development ,in order to ensure its quality and retain its customers，the standard will become higher and higher. Also it insists on the concordance of
Marketing Tactics, such as mobilize the netizens’ regards before a preliminary draft
and institute a coherent propaganda both during the film shooting and after film was
finished. Micro-film advertising is no longer being a monodrama for advertisers; it
will become a community event.
Keywords: micro-film, micro-film advertising, feature
目 录
摘要 1
Abstract 2
一、绪论.. 4
（一）选题意义. 4
（二）研究现状. 4
（三）研究思路与方法. 6
二、微电影广告诞生的背景与发展的原因 6
（一）信息化时代的推波助澜 6
（二）大众碎片化时间理念的转变 7
（三）业界人士的大力追捧 8
三、微电影广告的特点 9
（一）出人意料的叙事方式 9
（二）品牌效应的最大化运用 9
（三）电影情节带动广告营销 10
（四）以有限的时间发掘无限的商机 10