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面对传统媒体持续下行的严峻形势,国内众多传统媒体纷纷进行新的探索和尝试,其中不乏各种模式的跨界融合。同时,作为新兴传播载体的微电影,搭上移动互联时代的快车,表现出强劲的发展势头。它的商业价值不仅在于制作和投放上的低成本,更得益于微电影可以与微信、微博这样的社会化媒体相结合,更强的交互性和话题性使微电影成为品牌与消费者沟通的最有灵魂的方式。然而,纵观目前国内微电影行业的发展,却始终处于碎片化的境地。本文基于国内传媒业及微电影产业的现状和优势,提出传统媒体与微电影产业两者通过相互有机融合,以达到摆脱自身的困境、进一步推动、完善行业发展的目的。
Faced with the grim situation in which traditional media continues to downturn, many domestic traditional media have conducted new explorations and attempts, many of them cross-border integration of various modes. At the same time, as a new carrier of micro-film carrier, catch the express train in the era of mobile Internet, showing strong momentum of development. Its commercial value lies not only in the low cost of production and delivery, but also in the combination of microfilm with social media such as WeChat and Weibo, with greater interactivity and conversation that make it a brand and consumer The most soulful way to communicate. However, looking at the current development of the domestic micro-film industry, it has always been in a fragmented situation. Based on the current situation and advantages of the domestic media industry and microfilm industry, this paper proposes that the traditional media and microfilm industry should be integrated with each other through organic integration so as to get rid of their predicament and further promote and perfect the development of the industry.