笔者试图通过分析、研究澳门传统媒体在微电影这一新媒体中的营销方式,探 讨传统媒体如何突破当前发展瓶颈,建立有效的品牌推广机制,以充分发挥其作为 大众传播工具的娱乐功能。笔者相信随着经济发展以及网络平台各项制度的完善, 付费观看将成为大势所趋。这一前景需要微电影制作公司尽快树立企业品牌,做好 网络受众的市场调查,摸索市场规律,制作出高水平的微电影。同时,作为微电影 播出的一个潜在平台,传统电视媒体应该重视信息平台的建设,努力做好三网融合 技术准备,完成“微时代”的产业结构转型。 关键词:微电影;营销;传播;微电影文化;可行性; Abstract The author tries to analyze how traditional media transformation through micro-film marketing in this new media era in Macao. This thesis aims to explore how to break through the bottleneck for development in traditional media especially in TV industry. The author hold the faith that establishment of an effective brand promotion mechanism, in order to which will give full play to the traditional media as a mass communication tool of the entertaining function. The author believe that with the improvement of the economic development and the network platform of the system, pay per view will become represent a general trend. The prospect of such a micro-film production company must be established as soon as possible. Thereforesetting the enterprise brand, completing the network audience market survey,exploring the laws of the market,and making micro-film a high level of quality would be responding measures. At the same time, as the micro movie broadcast is a potential market for micro-film industry, the traditional TV media should pay attention to the construction of information platform, and strive to do three-net-fusion technology readiness. Combined with the micro era mission, traditional media especially the TV industry, must fulfill a new round of structure transformation. Key words: Micro-film; Marketing; Communication; Culture; Feasibility; 目录 巾^;擴 i Abstract ii 目$ 1 弓 1 3 職 6 第一章微电影营销传播 8 1.1微电影的定义 8 1.2微电影的特性及媒介应用局限 8 1.2.]微电影的特征:制作成本低廉 8 1.2.2微电影的媒介应用局限 9 1.3微电影文化兴起的背景分析 10 1.3.1.政策成为微营销文化机会 10 1.3.2 “碎片化”信息消费方式提供机会 11 1.4微电影营销的策略分析 11 1.4.1微电影营销观念转型 12 第二章基于澳门经验的微电影营销微电影文化 14 2.1澳门营销生态环境 14 2.1.1蓄势待发:微电影营销现状 14 2.1.2微而不小:投资策略探寻 15 2.1.3星星之火:营销策略前景 15 2.2微电影营销微电影文化 16 2.2.1微电影的受众与市场 16 2.2.2基于微电影的广告营销 17 2.3经典个案分析 18 第三章微电影营销的可行性 20 3.1微电影营销是市场的必然选择 20 3.2独辟蹊径的营销方式 20 3.2.1整合营销 20 3.2.2网络营销 24 3.2.2.1利用网络自媒体营销 25 3.2.2.2借用SNS平台进行营销 25 3.2.2.3善用“SoLoMo”营销理念 27 3.2.3病毒营销 30 3.2.3.1具有吸引力的病毒源 30 3.2.3.2几何级数的传播速度 30 3.2.4档期营销 33 3.2.5品牌营销 35 3.2.6分众营销与区域发行 36 3.3微电影营销的促进 37 3.3.1加强影片质量 38 3.3.2开发二级市场 38 40