發(fā)布時(shí)間：2018-06-29 05:42

  本文選題：UGC模式 + 商業(yè)性微電影�。� 參考：《湖南師范大學(xué)》2014年碩士論文

【摘要】：當(dāng)下,商業(yè)性微電影已成為微電影市場(chǎng)的主流,其商業(yè)屬性既為微電影帶來(lái)了盈利模式,也使其一步步淪為包裝華麗但缺乏實(shí)質(zhì)性內(nèi)容的廣告短片。而UGC模式(User Generated Content,用戶創(chuàng)造內(nèi)容)是互聯(lián)網(wǎng)用戶的一種行為習(xí)慣,它的出現(xiàn)讓商業(yè)性微電影獲得了突破瓶頸的契機(jī)。這二者的結(jié)合催生了時(shí)下最熱門(mén)的微電影形態(tài)——由普通互聯(lián)網(wǎng)用戶制作的“UGC商業(yè)性微電影”。 本研究首先詳細(xì)梳理UGC模式和商業(yè)性微電影的性質(zhì)與特征,并對(duì)“UGC商業(yè)性微電影”進(jìn)行清晰界定,發(fā)現(xiàn)其兼具“用戶制作”與“商業(yè)性質(zhì)”兩種特征,通過(guò)將品牌信息軟性植入視頻內(nèi)容來(lái)獲取經(jīng)濟(jì)報(bào)酬,從而促發(fā)新視頻內(nèi)容的生產(chǎn)。其次,在品牌傳播中,“UGC商業(yè)性微電影”能從品牌品質(zhì)傳播、品牌個(gè)性傳播、品牌社會(huì)價(jià)值、品牌地位象征四種維度發(fā)揮作用。其一,“UGC商業(yè)性微電影”較短的制作周期與較簡(jiǎn)單的制作方式能幫助品牌定制專屬的微電影作品,在影片中全方位展示產(chǎn)品的功能,幫助受眾獲得品牌體驗(yàn)感,進(jìn)而影響品牌的品質(zhì)傳播；其二,“UGC商業(yè)性微電影”創(chuàng)意為王的特征能有效塑造品牌個(gè)性,其定制化的制作方式能將品牌理念很好地融進(jìn)微電影作品中；其三,“UGC商業(yè)性微電影”將品牌價(jià)值的傳遞提升至新高度,通過(guò)極具感染力的故事情節(jié),將品牌正面的社會(huì)價(jià)值傳達(dá)給普羅大眾；其四,“UGC商業(yè)性微電影”能幫助品牌樹(shù)立良好的社會(huì)形象,建立與消費(fèi)者溝通互動(dòng)的渠道,影響品牌社會(huì)地位的打造。再次,筆者以“5W傳播模式”作為分析工具,對(duì)“UGC商業(yè)性微電影”的兩大類別——品牌引導(dǎo)自由用戶制作模式與視頻網(wǎng)站聯(lián)合用戶制作模式進(jìn)行研究,前者以品牌或企業(yè)為推手來(lái)策動(dòng)微電影作品創(chuàng)作,吸引網(wǎng)絡(luò)用戶參與制作帶有品牌印記的微電影作品；后者指視頻網(wǎng)站通過(guò)集合站內(nèi)熱門(mén)視頻制作者,生產(chǎn)具有商業(yè)投資價(jià)值的微電影作品。這兩種傳播模式在品牌傳播的五個(gè)維度：品牌信息制傳者、品牌信息接收者、品牌信息傳播內(nèi)容、品牌信息傳播媒介以及品牌信息傳播效果中,均有不同的應(yīng)用方式,并會(huì)影響到品牌的品質(zhì)傳播、個(gè)性傳播、社會(huì)價(jià)值傳播與地位象征傳播。最后,本研究認(rèn)為,盡管“UGC商業(yè)性微電影”能充分調(diào)動(dòng)互聯(lián)網(wǎng)用戶的積極性,讓其參與到品牌廣告制作與傳播的過(guò)程中,實(shí)現(xiàn)雙向甚至多級(jí)傳播。該類型微電影作品也存在三大風(fēng)險(xiǎn)：首先,品牌要找到與之氣質(zhì)相契合的創(chuàng)作者有一定的難度,往往難以保證視頻的生產(chǎn)水準(zhǔn)；其次,“UGC商業(yè)性微電影”中的品牌元素與創(chuàng)意經(jīng)常難以平衡；再次,病毒傳播效果難以控制,對(duì)不少品牌來(lái)說(shuō)這也是一把“雙刃劍”。因此,品牌廣告主在利用“UGC商業(yè)性微電影”進(jìn)行品牌傳播時(shí)需要尋找適合的視頻制作者,給予視頻制作者充分的創(chuàng)意空間,幫助其最大限度地實(shí)現(xiàn)“UGC商業(yè)性微電影”的娛樂(lè)性,并借助視頻制作者的力量,創(chuàng)造與消費(fèi)者互動(dòng)的契機(jī),合力實(shí)現(xiàn)傳播效果的最大化。
[Abstract]:At present, commercial microfilm has become the mainstream of the microfilm market. Its commercial properties not only bring a profit model for microfilms, but also make it an ad short film which is packed but lacking substantial content. And the UGC model (User Generated Content, user creation content) is a behavior habit of Internet users, its appearance Commercial microfilms have got the chance to break through the bottlenecks. The combination of the two has spawned the most popular microfilm form - "UGC commercial microfilm" produced by ordinary Internet users.
This study first details the nature and characteristics of UGC model and commercial microfilm, and clearly defines "UGC commercial microfilm", and finds that it has two characteristics of "user production" and "commercial nature". It can obtain economic reward by implanting brand information soft into the video content, thus promoting the production of new video content. Secondly, in brand communication, "UGC commercial microfilm" can play a role from the four dimensions of brand quality transmission, brand personality transmission, brand social value, brand status symbol. The first, "UGC commercial microfilm" shorter production cycle and simpler production methods can help brand customized micro film works, in the film Display the function of the product in a full range, help the audience gain the brand experience, and then influence the brand quality transmission; secondly, the "UGC commercial microfilm" is the king's feature to effectively shape the brand personality, its customized production way can blend the brand concept well into the micro film works; thirdly, "UGC commercial microfilm" The transfer of brand value to the new height, through the highly infectious storyline, to convey the positive social value of the brand to the general public. Fourth, "UGC commercial micro film" can help the brand to establish a good social image, establish a channel for communication and interaction with consumers, influence the building of brand social status. Again, the author The "5W communication mode" is used as an analysis tool to study the two categories of "UGC commercial microfilm" - the mode of brand guided free user production and the joint user production model of video website. The former uses brand or enterprise as a push to create micro film works, and attracts Internet users to make brand imprint. Film works; the latter means that video websites produce micro film works with commercial investment value through a popular video producer in a collection station. These two modes of communication are five dimensions of brand communication: brand information maker, brand information receiver, brand information dissemination content, brand information media and brand information dissemination efficiency. In the fruit, there are different ways of application, which will affect the brand quality transmission, personality transmission, social value communication and status symbol communication. Finally, this study believes that although "UGC commercial microfilm" can fully mobilize the enthusiasm of Internet users and make them participate in the process of brand advertising production and dissemination, it can realize two-way even in the process of brand advertising. There are three risks in this type of microfilm. First, it is difficult for the brand to find the Creator with the temperament, and it is often difficult to ensure the production level of the video. Secondly, the brand elements in the "UGC commercial micro film" are often difficult to balance the brand elements and creativity; again, the virus transmission effect is difficult to control, It is also a "double-edged sword" for many brands. Therefore, brand advertisers need to find suitable video producers in the use of "UGC commercial microfilm", give full creative space for video producers, help them to maximize the entertainment of "UGC commercial microfilm", and use video system. The power of the author, creating an opportunity to interact with consumers, will help to maximize the effectiveness of communication.
【學(xué)位授予單位】：湖南師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：J905

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