国内微电影广告现状与问题研究
毕业论文关键词： 微电影广告；国内；现状；问题
The development status and problems of domestic micro film advertising
Abstract: Micro film advertising the advertising industry as the new darling of, by virtue of its powerful Internet communication platform and more superior forms become much concern to the industry new advertising and marketing positions. The review of the development of micro film advertising, which is composed of a network drama evolved. 2010 is known as the first year of micro film, micro film advertising after 5 years of time, now also entered the a flourishing stage. In the production team, both Hollywood's top film team, like chopsticks brothers of grassroots groups; in the aspects of communication channels, mainly based on the video site; audience is the frequent use of mobile phones, computers, young people. Micro film advertising works is numerous, among them, Yida the joys and sorrows of life "series, rejoice" smooth "series micro film advertising, and achieved good results. However, micro film advertising advertising industry as a new member, will inevitably exist some problems, such as: monotonous theme; the good and the bad quality of the advertising; management is not clear. Therefore, the micro film advertising need to sum up the status quo, found the shortage, timely adjust, so as to ensure the healthy development of micro film advertising.
keyword：micro film advertising；domestic；Current situation; Surve
目 录
绪论1
（一）研究的背景、目的与意义1
（二）研究方法1
一、微电影广告的定义和特点3
（一）微电影广告的定义3
（二）微电影广告的特点4
二、国内微电影广告的发展现状6
（一）国内微电影广告的发展历程6
（二）国内微电影广告的广告制作方既有顶级也有草根7
（三）国内微电影广告的传播渠道以网络为主，且非常精
细8
（四）国内微电影广告的受众主要是年轻的网民10
三、国内微电影广告存在的问题13
（一）微电影广告内容重复单一13
（二）微电影广告内容良莠不齐14
（三）微电影广告发布环境监管缺位14
四、结论及相关对策15
（一）广告从业人员提高自己的创新意识15
（二）尽快完善相关法律法规16
（三）相关部门加强监管力度，充分利用大众的力量16
结论17
附录18
关于微电影广告发展现状的调查问卷18
致谢20
参考文献22
绪论
（一） 研究的背景、目的与意义
随着互联网的发展，人们的时间和注意力都变得碎片化，为了充分利用这些零碎的时间和注意力，微博，微信，微视频等微元素已经渗透在我们的日常生活当中，我们已经进入了一个“微时代”。微电影作为这个微时代的产物，也逐渐改变了受众的观影习惯。微电影所产生的强大社会影响，也吸引着广告商，因此，微电影广告“应需而生”。
下一篇：品牌在新媒体中的传播模式研究