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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-mediaisr
2、isingrapidly．Thepopularityofmicro—blog．micro．1etterandmicro-filmhasprovedthemicro··ageofnew—mediaiscomingquietly．Onthisbackgroundofage，micro·filmisthenewtypeofinformationspreading，andwinsworldwideacclaim．Becauseofworldwidespreadingofmicro-film．ithasbeenUSedinbran
3、dpromotionandactivemarketingofenterprisebrands，inthissituation；commercialmicro．filmcamenextandprogressedimmediately．Meanwhile，thereismoreandmoreresearchofmicro．filmbydomesticscholar,butthenumberofresearchesofcommercialmicro．filmiSasmalleramounts．Andcommercialmicr
4、o—filmiSdeservedtoresearch：thispaperwillresearchitbyanalyzingitsproduction，spread，andmarketing．Firstofall’thepapel"willdiscriminatesomeconcepts；itincludestheconceptionofmicro—film，commercialmicro．film，thedifferencebetweencommercialmicro．filmandmicro．film．productp
5、lacement．Andcommercialmicro．filmiSanewadproducedbyenterprisebrandtomarket．Secondofa11，thePapel"willanalysisthecommercialmicro．film’Sproductionbythreesides，thesearelooseproductionenvironment，professionalproductionteamandpolarizedproductioncost．Then，thepaperwillres
6、earchthespreadofcommercialmicro．filmbyspreadcontents，spreadchannels，spreadaudiences，andspreadeffects．Thepaperwillexpoundthemarketingofcommercialmicro-filmbyitsmarketingadvantage，disadvantage，chance，andchallenge．Then，thepaperwillenumeratesomeclassicalexamplestosup
7、portthepoint．Atlast，theP印el"willgivesomeadviceaboutexistingproblemsofcommercialmicro．film．Theindustrialpatternofcommercialmicro．filmneedstoenlargecontinuallyandformsmoreintegratedindustrialchain．KeyWords：commercialmicro—filmproductionspreadmarketingprogressⅡ重慶工商大
8、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
