摘 要
微电影是社会信息化发展的结果，微电影的兴起，和社会的意识主流和时代的背景特色密不可分，是推动我国社会信息化发展的关键、实现社会信息经济快速发展的重要保障。微电影发出了文化平民化的时代呼声，具有鲜明的时代精神；注重修饰效果和幽默感，重视个性化的信息和文化互动的时代效应；注重内心情感，贴近生活实际。微电影也有自身的弊端，存在一些对社会建设的不利因素，主要表现为微电影的良莠不齐和带来的多元化价值观。建设文明的微电影环境是一场深刻的文化进步，也是一项系统工程，需要全社会的共同努力，要注重微电影的教育作用，适度娱乐，走创新发展之路。
关键词
微电影；网络营销；新媒介；对策
Abstract
The micro film is the result of the development of social information, and the rise of the micro-film, and the background characteristics of the mainstream and the era of social consciousness are inseparable, is the key to promote the development of our society, to achieve rapid economic development of social information protection. Issued by the micro-film culture of the era of the civilian population of the voices have a distinct spirit of the times; focus on the modification effect and sense of humor, attention to personalized information and the era of cultural interaction effect; pay attention to inner feelings, close to real life. Micro-film has its own drawbacks, there are some negative factors of social construction, mainly micro-movies good and bad and the diversification of values. Civilization-building micro-film environment is a profound cultural progress, a systematic project, requires the joint efforts of the whole society should pay attention to the educational role of the micro-film, modest entertainment, walk the road of innovation and development.
Keywords
micro-film; network marketing; new media; countermeasures
目 录
一、网络营销及其新媒介微电影概述………………………………1
（一）网络营销……………………………………………………………………1
（二）微电影的主要定义…………………………………………………………1
（三）微电影如今在网络营销上的作用及现状…………………………………2
二、微电影新媒介的营销学分析……………………………………4
（一）微电影产生的时代背景……………………………………………………4
（二）微电影的宣传平台…………………………………………………………5
（三）微电影受众群体分析………………………………………………………5
三、微电影新网络媒介的特色与优势分析…………………………6
（一）言论自由和文化平民化的时代呼声………………………………………6
（二）幽默诙谐和娱乐大众的时代潮流…………………………………………7
（三）个性化的信息和文化互动的时代效应……………………………………7
四、微电影规范化发展的时代趋势…………………………………8
（一）娱乐适度，注重道德导向…………………………………………………8
（二）放弃模仿，走创新之路……………………………………………………9
五、结论………………………………………………………………10
参考文献………………………………………………………………11
