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1、重慶工商大學(xué)碩士學(xué)位論文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重慶工商大學(xué)碩士學(xué)位論文1.1研究背景及意義第1章緒論數(shù)字時代的三大思想家之一的尼古拉斯·尼克洛龐帝(NicholasNegroponte)于1995年在其著作《數(shù)字化生存》(BeingDigital)中就曾大膽的預(yù)測“互動世界、娛樂世界、資訊世界終將合而為一”。當(dāng)時此預(yù)測引來不小的轟動與質(zhì)疑,但是隨著近年來科技的進(jìn)步,數(shù)字技