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1、ContentsChinseAbstract??????????????????????????????????????．IAbstract??????????????????????????????????????????．IIIntroduction????????????????????????????????????????．1chapterlTheriseofthefirstofthemicro-film?．?．?．??．．??．?．．?????．?．??．．．31．1WhatiSamicro．movie
2、?????????????????????????．31．2Theemergenceanddevelopmentofmicro-film．?．?．．?．．??．????．?．?．?．?．?31．2．1fromthrivingtocontending?????????????????????????31．2．2”widelimitorder”micro-filmmarketinginthecontextofthe”tripleplay’’orusherina”spring’’?????????????????????
3、????????????41．2．3worthlookingforwardtotheprospectofthemicro-film??????????51．3propagationcharacteristicsofmicro—film??．?．?．?．．?．．??．．?．．??．?．?．?．?．?51．3．1Propagationmainuniversal???．?．?．?．?．?．．?．．??．????．?．?．?．?．?．61．3．2modeoftransmissionofopenness?．?．?．?．???
4、．．?．??．．．?．?．?．?．?．?．．61．3．3diversityofcommunicationchannels?．?．?．?．．?．．??．．?．．?．．??．．?．??．．．71．3．4Theinstantoftheaudienceparticipation．?．?．???．．?．．?．．????．?．?．?．．8Chapter2micro·-filmmarketingadvantage?．?．?．?．?．．??．．．????????．?．??102．1micro-filmmarketingappeal
5、?．?．?．??．?．?．?．?．?．．??．．??．．????．??．?．．．102．2Strongaffinityofmicro—filmmarketing?．?．?．?????．．??．????．?．?．?．?．．102．3ThemicroMoviewiderangeofmarketingcommunications．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．112．4costsarelow,income???????????????????????????????112．5canber
6、ealizedpersonalizedcustom．??．?．?．?．?．???．．?．．?．．??．．??．???．122．6Cantakeadvantageofthefragmentationofthetime．??．．?．?．?．．?．?．?．?．?．?13Chapter3micro·-filmbrandmarketing?．??．?．?．?．?．．?．．??．???．．?．???．?．?143．1productplacementtoostiff．．?．?．?．???．??????．．??．?．．??????
7、??．?．153．2homogenizationofcontent．qualityvariesgreatly?．．?．．??．????．?．?．?．?．?153．3marketingsingle???．．?．?．?．?．??．??．．?．?．?．?．．??．．?．．??．．?．?．???．?163．4”shallowexpression”???????????????????????????????．17Chapter4microfilm’Smarketingstrategyforvictory．．．．．．．．．．
8、．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．．194．IContentisking??????????????????????????????????．194．2senseofinnovationtobringlastingvitality?????????????????．??．214．3storyandbrandappealc
