微电影广告对企业品牌形象塑造的作用The Role of Micro-movie Advertising in Shaping Corporate Brand Image 内容摘要营销 3.0 时代，新媒体技术的蓬勃发展使我们进入了‘微时代’。“快节奏”“碎片化”成为时代特征，而微电影广告正是迎合了时代特色的新兴广告形式。就当下消费者的碎片化阅读习惯而言，微电影广告正因其方便快捷有趣而更受青睐。对于企业来说，微电影广告在传播过程中加深了消费者对企业品牌的认知，对企业品牌形象塑造起到一定的作用，深受广告主青睐。本文运用了文献分析法，案例研究法，等方法对相关案例进行解读分析，首先对微电影广告的发展现状以及趋势进行分析，其次就微电影广告的传播效果以及其对企业品牌形象塑造的作用等展开分析，通过查看相关文献案例加以总结论述，并对微电影广告发展中出现的问题以及对策做出简略分析，最后对论题进行总结。 关键词： 微电影广告 微时代 品牌形象 广东东软学院本科毕业设计（论文）AbstractIn the marketing 3.0 era, the booming development of new media technologies has brought us into the 'micro age'. "Fast-paced" and "fragmentation" have become the characteristics of the times, and micro-film advertising is a new advertising form that caters to the characteristics of the times. As far as consumers' fragmented reading habits are concerned, micro-movie ads are becoming more popular because of their convenience, speed and fun. For enterprises, micro-movie advertisements have deepened consumers' awareness of the corporate brand during the dissemination process, played a certain role in shaping the corporate brand image, and have been favored by advertisers. This article uses literature analysis, case study, and other methods to interpret and analyze related cases. First, it analyzes the development status and trend of micro-movie advertising. Second, it analyzes the dissemination effect of micro-movie advertising and its role in shaping corporate brand image The analysis was carried out, and the relevant...
