微電影行銷置人效果初探

An Exploration of Placement Effect in Micro-film Marketing

進入二十一世紀數位與行動媒體娛樂的時代，雖說內容就是王道，但說故事仍是主要的型式，包括虛構與寫實的敘事，而品牌或產品置入則是以贊助或付費等方式出現在影音媒體之中，尤其是近年已成為兩岸熱門行銷策略的微電影o然而，針對微電影行銷傳播效果的消費者行為研究並不多見，因此，本計畫擬從品牌或產品置入效果的角度，對於消費者以網路或行動裝置觀賞的徵電影，進行初探性研究。本研究採用內容分析法進行研究，從近來國內行銷傳播學界與實務界熱衷討論的微電影行銷策略著手，應用如說故事行銷、置入行銷、行動行銷及娛樂媒體等觀點，試圖建構國內重要行銷傳播策略的理論基礎，並期待發展有效的本土微電影行銷理論蕪構，提升國內行銷傳播活動的效果。

In the 21 stscentury, the new age of digital and mobile marketing, content is king. Storytelling is still the main course of media entertainment, mostly as fictional narrative but also in nonfictional formats. On the other hand, brand or product placement is essentially the sponsored or paid exposure of products within visual and auditory media, especial1y mini-films have become one ofthe most heated marketing strategies in both Taiwan and China. However, there is seldom research in regard to marketing communication effects ofmini-films on consumer behaviors. Therefore, the present project attempts to explore mini-films received by consumers' Intemet and mobile devises from the perspectives of effects ofbrand or product placement. The present study uses the content analysis method to examine the hot topic by perspectives of narrative marketing, brand and product placement, mobile advertising and media entertainment in the field of marketing communication academics and practices. This study attempts to establish the basis of marketing communication theories and the theoretical model afmicro-film marketing in order to promote the effectiveness of marketing communication campaigns in our country