“碎片化”时代微电影广告的营销策略探析

On Marketing Strategy of Fragmented Micro-film Advertising

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。

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.