品牌与目标消费者的深层共鸣——《别克轿跑系列十二星座系列微电影》解析

Deep Resonance between Brand and Target Consumer——Analysis of Micro Film of 12-Costellation Series of Buick Coupe

微电影作为一种新兴的广告营销手段,经历了2011年的起步到2012年的火爆,以及2013年至今的平静拓宽。关于微电影的归属和去向众说纷纭。其实,当我们抛开对广告的歧视,用电影主题和话语表现击中观众的心,就不难达到经济效益和社会效益的统一。这其中,《别克轿跑系列十二星座系列微电影》从目标市场定位等三方面准确的切入了品牌,达到了与目标消费者的深层共鸣,可谓微电影的典范。

The micro film,as a type of marketing method,starting in 2011,becoming popular in 2012,began to widen its use in 2013.There controversial ideas for the property and development of micro films.The unification of social and economic effect of micro films can be found if we ditch the discrimination of advertisement and move the audience with the film topic and discourse performance.The Micro Film of 12-Costellation Series of Buick Coupe,a typical example of micro film,achieved the deep resonance between the brand and its target consumer.