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1、重慶工商大學碩士學位論文ABSTRACTTheseyears，withthedevelopmentofNetworkTechnology,Multi．mediaTechnology,Information-terminal-receivedTechnology,thenumberofcybercitizenhasincreaseddaybyday,inotherwords，peoplehasbeeninW曲3．0age．Atthesametime，increasingnumberofnetworknew-mediaisrisingrapidly．Thepopularityofmicro—b
2、log．micro．1etterandmicro-filmhasprovedthemicro··ageofnew—mediaiscomingquietly．Onthisbackgroundofage，micro·filmisthenewtypeofinformationspreading，andwinsworldwideacclaim．Becauseofworldwidespreadingofmicro-film．ithasbeenUSedinbrandpromotionandactivemarketingofenterprisebrands，inthissituation；commerc
3、ialmicro．filmcamenextandprogressedimmediately．Meanwhile，thereismoreandmoreresearchofmicro．filmbydomesticscholar,butthenumberofresearchesofcommercialmicro．filmiSasmalleramounts．Andcommercialmicro—filmiSdeservedtoresearch：thispaperwillresearchitbyanalyzingitsproduction，spread，andmarketing．Firstofall
4、’thepapel"willdiscriminatesomeconcepts；itincludestheconceptionofmicro—film，commercialmicro．film，thedifferencebetweencommercialmicro．filmandmicro．film．productplacement．Andcommercialmicro．filmiSanewadproducedbyenterprisebrandtomarket．Secondofa11，thePapel"willanalysisthecommercialmicro．film’Sproducti
5、onbythreesides，thesearelooseproductionenvironment，professionalproductionteamandpolarizedproductioncost．Then，thepaperwillresearchthespreadofcommercialmicro．filmbyspreadcontents，spreadchannels，spreadaudiences，andspreadeffects．Thepaperwillexpoundthemarketingofcommercialmicro-filmbyitsmarketingadvanta
6、ge，disadvantage，chance，andchallenge．Then，thepaperwillenumeratesomeclassicalexamplestosupportthepoint．Atlast，theP印el"willgivesomeadviceaboutexistingproblemsofcommercialmicro．film．Theindustrialpatternofcommercialmicro．filmneedstoenlargecontinuallyandformsmoreintegratedindustrialchain．KeyWords：commer
7、cialmicro—filmproductionspreadmarketingprogressⅡ重慶工商大學碩士學位論文1．1研究背景及意義第1章緒論數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《數字化生存》(BeingDigital)中就曾大膽的預測“互動世界、娛樂世界、資訊世界終將合而為一”。當時此預測引來不小的轟動與質疑，但是隨著近年來科技的進步，數字技
