微电影产业链构成及发展的策略分析.docVIP

PAGE \* MERGEFORMAT 16 PAGE \* MERGEFORMAT 16PAGE 8PAGE 16 PAGE \* MERGEFORMAT PAGE \* MERGEFORMAT 1毕 业 论 文学生姓名学 号院 (系)文通学院专 业广播电视新闻学题 目微电影产业链构成及发展策略分析指导教师2015年5月摘 要作为微时代的必然产物，微电影一出现就点燃了日趋平淡的电影市场，微电影迅速成为人们谈论的话题.微电影一诞生便带着广告的血液，而随后微电影的发展也充满了商业的味道，众多国内外大公司纷纷投资拍摄微电影.三星电子、华晨汽车、kappa、学大教育等也纷纷试水微电影、微视频，各路人马争相杀入微电影领域：视频网站、影视公司、广告公司、导演都希望在这个市场上分一杯羹，但真正进入后才发现微电影远不是想象的那么简单，其较长的产业链和商业模式的不确定性让很多公司在微电影行业浅尝辄止后戛然而止，但随着越多专业公司和企业参与微电影的定制和品牌植入，微电影不再是“生于恶搞，死于广告”的流星产业，全产业链模式正在形成。本论文从微电影概述、产业链构成，以及如何打造微电影产业链方面来对微电影产业链的生成发展进行研究。关键词：广告，微电影，商业模式，不确定性，产业链Abstract：As an inevitable outcome of the era of micro, micro film has ignited the increasingly dull film market, micro film quickly became the talk of the micro film was born. He took the blood and the subsequent development of advertising, micro film is full of commercial taste, many large companies have invested in domestic and international micro film shooting. Samsung Electronics, brilliance auto, kappa, education also have to test the water micro film, micro video, various people to kill in movies: video website, the field of film and television companies, advertising companies, directors hope in this market share, but the real enter after the discovery of micro film is not so simple and the long industrial chain and business model uncertainty for many companies in the micro film industry after a halt, but with more Professional Company and enterprises to participate in the micro film customized and branded, micro film is no longer born spoof, died of advertising meteor industry, the whole industry chain model is formed. In this paper, from the micro movie overview, the industrial chain constitution, as well as how to create micro film industry chain to micro film industry chain on the formation and development of the research.Keywords：Advertising. Micro Film. Business Model. Uncertainty. Industry Chain 目 录 引言 一、微电影概念的界定 …………………………………………………………………………5微电影定义 ……………………………………………………………………………………5 微电