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| “碎片化”时代微电影广告的营销策略探析 | |
| 引用本文： | 徐慧文,张帆. “碎片化”时代微电影广告的营销策略探析[J]. 山西经济管理干部学院学报, 2014, 0(1): 44-47 |
| 作者姓名： | 徐慧文 张帆 |
| 作者单位： | 滨州学院中文系,山东滨州256600 |
| 基金项目： | 本文系2008年度山东省全省艺术科学的重点课题《生态文明——广告传播的文化使命》（项目编号：zb2008004）的阶段性研究成果. |
| 摘 要： | 微电影广告传播迎合了"碎片化时代"被碎片化的受众对"碎片化"信息的需求,她的繁荣源于政策、技术、市场竞争、受众多方面的原因。微电影广告的传播现状不容乐观,其营销策略主要包括:以人为本,内容为主;注重整合营销;健全监督制度。 |
| 关 键 词： | 碎片化 微电影广告 营销策略 |
On Marketing Strategy of Fragmented Micro-film Advertising |
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| XU Hui - wen,ZHANG Fan. On Marketing Strategy of Fragmented Micro-film Advertising[J]. Journal of Shanxi Institute of Economic Management, 2014, 0(1): 44-47 | |
| Authors: | XU Hui - wen ZHANG Fan |
| Affiliation: | ( Chinese Department of Binzhou University, Binzhou 256600, China) |
| Abstract: | The spread of micro -film advertising caters to the fragmented information needs of fragmented audi- ence in the era of fragmentation. Its prosperity is due to several reasons, such as policy, technology, market competi- tion and a variety of audience. The present situation of micro -film advertisements＇spread is not optimistic ,and the marketing strategies of micro - film advertisements include ： people - oriented and content - based, focus on inte- grated marketing;and the supervisory system improvement. |
| Keywords: | fragmentation micro - film advertising marketing strategy |
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