「微電影」在軍事行銷傳播運用的初探性研究

A Preliminary Study of the Application of Micro-Film in Military Marketing Communication

胡光夏(Guang-Shiash Hu) ； 陳竹梅(Chu-Mei Chen)

《復興崗學報》 103期 (2013/12) Pp. 1-23

摘要

本研究採用文獻分析法，針對微電影在軍事行銷傳播的運用進行初探性研究，藉以描繪出微電影概念的源起、定義、類型與特色，並檢視微電影的主要行銷傳播理論基礎，進而探討微電影在軍事行銷傳播的運用。微電影一詞源自於中國大陸，在近年已逐漸成為一種很夯的行銷傳播的工具之一。微電影是傳統媒體與新媒體的匯流，具有「類電影」的形式、精短的故事內容、傳播管道的多樣化、分享性／病毒性傳播、娛樂性與體驗性等特色。本研究建議微電影可運用在全民國防、國軍人才招募、文化宣教、國軍形象等重點工作，並且可善用入口網站、社群網站、傳統電視媒體、國軍各軍事機關的網站平台等作為傳播管道與平台。微電影仍處於「新媒體」的初步發展階段，尚未到達成熟期。由於目前絕大多數的微電影都是在為廣告主服務，除非未來建立付費收看的模式，短期內仍很難依賴閱聽眾的付費來回收成本。本研究計有五個單元：前言；微電影概念的源起、興起的背景、定義與類型、特色；微電影的行銷傳播理論基礎；微電影在軍事行銷傳播的運用；結論。

關鍵字

微電影 ； 微電影廣告 ； 軍事行銷傳播 ； 故事行銷 ； 品牌娛樂

並列摘要

This paper is a preliminary study of the application of micro-film in military marketing communication. By using the documentary research method, this study is intended to explore the origin, the definition, the types and characteristics of micro-film, to review the main theoretical foundations of micro-film in marketing communication, and to examine the application of micro-film in military marketing communication.The term of micro-film is from mainland China and gradually becomes one of popular tools of marketing communication. Micro-film is the convergence of traditional media and new media, having the characteristics of para-movie style, short and concise story, the diversity of communication channel, sharing and virus communication, and entertainment and experiencing marketing.This study makes some suggestions of application of micro-film in military communication, including the total national defense, the recruit, the military education, and images of military, etc. In addition, a couple of communication channels can be used for micro-film, such as portal websites, social media, traditional television, and variety of military internet websites.Micro-film is still in its initial stage and for the advertisers' uses. In the future, micro-film may need to build the pay-per view system for the long-term development.This paper is divided into five parts, including the introduction; the origin, the development context, the definition, types and characteristics of micro-film concept; the theoretical foundation of micro-film in marketing communication; the application of micro-film in military marketing communication; and conclusion.

並列關鍵字

Micro-film ； Micro commercial film ； Military marketing communication ； Storytelling marketing ； Branded entertainment