营销学视域下的微纪录片发展研究

On Micro Documentary Development from the Perspective of Marketing

微纪录片营销主要包括联合制作和定制两种制作类型,具有真实、营销费用便宜、参与性强等优势。目前,微纪录片营销存在目标消费者定位不明确、营销手段单一等问题,在今后的发展中,微纪录片营销应该强化市场意识,改变营销思路。

Micro documentary includes co-productions and customization types. Micro documentary marketing has real cheap and participatory competitive advantages. At present, micro documentary marketing has some problems, such as indistinct orientation and uncomplicated marketing techniques. In future development, micro documentary marketing should strengthen the awareness of the market and change the marketing idea.