濟(jì)南企業(yè)宣傳片：在煙火氣與高級(jí)感之間，找到“城市氣質(zhì)”的平衡點(diǎn)

　　濟(jì)南的宣傳片該走“煙火氣”還是“高大上”？這個(gè)問(wèn)題像極了趵突泉的泉水——看似對(duì)立，實(shí)則同源。這座城市既有老商埠的青石板路，也有CBD的玻璃幕墻；既有把子肉的煙火氣，也有超算中心的科技感。企業(yè)宣傳片要拍的，從來(lái)不是非此即彼的選擇題，而是如何用鏡頭語(yǔ)言，把濟(jì)南的“雙面氣質(zhì)”揉進(jìn)企業(yè)DNA里。

　　Should Jinan's promotional videos be "fireworks like" or "high-end"? This question is like the spring water of Baotu Spring - seemingly contradictory, but actually homologous. This city has both the bluestone roads of the old commercial port and the glass curtain walls of the CBD; There is both the fireworks like atmosphere of the meat and the technological sense of the supercomputer center. What a corporate promotional video needs to shoot is never an either or multiple-choice question, but how to use the language of the camera to blend Jinan's "dual temperament" into the company's DNA.

　　一、看行業(yè)：工業(yè)硬核VS消費(fèi)柔光

　　1、 Industry Review: Industrial Hardcore vs. Consumer Soft Light

　　制造業(yè)需要“顯微鏡”：

　　The manufacturing industry requires a microscope:

　　如果你拍的是重汽集團(tuán)、二機(jī)床這類企業(yè)，觀眾更想看到的是：0.01毫米的加工精度、機(jī)器人自動(dòng)焊接的火花、質(zhì)檢員用三坐標(biāo)測(cè)量?jī)x校準(zhǔn)零件。

　　If you are shooting companies such as China National Heavy Duty Truck Group and Second Machine Tool, what the audience would like to see more is: machining accuracy of 0.01 millimeters, sparks from robot automatic welding, and quality inspectors calibrating parts with a coordinate measuring instrument.

　　案例：某裝備制造企業(yè)用延時(shí)攝影拍數(shù)控機(jī)床加工過(guò)程，金屬碎屑飛濺的瞬間，比任何臺(tái)詞都更有說(shuō)服力。

　　Case: A certain equipment manufacturing enterprise uses time-lapse photography to capture the moment of metal debris splashing during the machining process of a CNC machine tool, which is more convincing than any dialogue.

　　消費(fèi)品牌需要“柔光鏡”：

　　Consumer brands require "soft mirrors":

　　食品、文旅、電商企業(yè)，就得拍清晨菜市場(chǎng)第一籠包子的熱氣、護(hù)城河邊穿漢服的小姐姐、直播間里主播試吃時(shí)的表情特寫。

　　Food, cultural tourism, and e-commerce companies need to take photos of the heat of the first steamed bun in the morning market, the little girl wearing Hanfu by the moat, and the close-up of the expression of the anchor trying it out in the live broadcast room.

　　避坑提示：拍美食別用“舌尖體”慢鏡頭，觀眾早免疫了，試試第一視角拍咬開煎餅的脆響，反而更真實(shí)。

　　Tip for avoiding pitfalls: Don't use "tongue tip body" slow motion when shooting delicious food. Audiences have long been immune to it. Try capturing the crisp sound of biting open pancakes from the first perspective, which is actually more realistic.

　　二、看受眾：To B要“解剖刀”，To C要“故事會(huì)”

　　2、 Target audience: To B requires a 'dissecting knife', To C requires a 'storytelling session'

　　給客戶看的：用數(shù)據(jù)“說(shuō)話”：

　　To show customers: Speak with data:

　　拍給經(jīng)銷商看的片子，重點(diǎn)展示實(shí)驗(yàn)室數(shù)據(jù)、生產(chǎn)線自動(dòng)化率、專利墻。

　　The film to be shown to dealers focuses on showcasing laboratory data, production line automation rate, and patent walls.

　　案例：某生物醫(yī)藥企業(yè)用動(dòng)畫演示細(xì)胞培養(yǎng)過(guò)程，客戶看完直接簽下千萬(wàn)訂單。

　　Case: A biopharmaceutical company demonstrated the cell culture process with animation, and the customer signed a million dollar order after watching it.

　　給用戶看的：用情感“握手”：

　　To show users: using emotional "handshake":

　　普通消費(fèi)者更在意“這產(chǎn)品和我有什么關(guān)系”。拍寶媽選奶粉，就拍她半夜沖奶時(shí)燈下的影子；拍年輕人選手機(jī)，就拍他們用手機(jī)記錄泉城廣場(chǎng)的日落。

　　Ordinary consumers are more concerned about 'what does this product have to do with me?'. Take a picture of Baomama choosing milk powder and her shadow under the lamp when she pours milk in the middle of the night; Take photos of young people using their phones to record the sunset at Quancheng Square.

　　創(chuàng)新玩法：讓用戶出鏡，某奶茶品牌拍素人喝第一口時(shí)的“瞳孔地震”，播放量破百萬(wàn)。

　　Innovative gameplay: Allowing users to appear on camera, a certain milk tea brand captured the "pupil earthquake" of amateurs taking their first sip, with over a million views.

　　三、看渠道：朋友圈要“快閃”，大屏要“沉浸”

　　3、 Looking at channels: Moments should be 'flash', big screens should be 'immersive'

　　短視頻平臺(tái)：3秒定生死：

　　Short video platform: 3 seconds determine life and death:

　　朋友圈投放的15秒片，前3秒必須出現(xiàn)“記憶點(diǎn)”：趵突泉的泉水、超然樓的亮燈、員工工牌特寫。

　　The 15 second video posted on WeChat Moments must have a "memory point" in the first 3 seconds: the spring water of Baotu Spring, the lighting of Chaoran Building, and a close-up of employee badges.




　　案例：某企業(yè)用“泉水叮咚”聲開場(chǎng)，濟(jì)南用戶停留時(shí)長(zhǎng)提升40%。

　　Case: A certain enterprise opened with the sound of "spring water ding dong", which increased the stay time of Jinan users by 40%.

　　線下展會(huì)：用細(xì)節(jié)“留客”：

　　Offline exhibitions: retain customers with details:

　　大屏播放的3分鐘片，得有“沉浸感”：用微距鏡頭拍產(chǎn)品紋理，用軌道鏡頭展示車間全景。

　　A 3-minute film played on a large screen must have an immersive experience: using a macro lens to capture product textures and a track lens to display a panoramic view of the workshop.

　　高端技巧：加入“環(huán)境音”，機(jī)床轟鳴聲、鍵盤敲擊聲、客服接電話聲，比背景音樂(lè)更抓人。

　　High end technique: Adding "environmental sound", such as the roar of machine tools, keyboard typing, and customer service answering phone calls, is more eye-catching than background music.

　　四、濟(jì)南特色：在“山水”與“鋼鐵”之間找隱喻

　　4、 Jinan characteristics: finding metaphors between "mountains and waters" and "steel"

　　地標(biāo)符號(hào)化：

　　Landmark symbolization:

　　千佛山、大明湖不只是背景板，要和企業(yè)精神掛鉤。比如，拍研發(fā)團(tuán)隊(duì)在超算中心討論，鏡頭切到窗外“浪潮”logo，暗喻“算力如泉涌”。

　　Qianfoshan and Daming Lake are not just background boards, they should be linked to the corporate spirit. For example, taking a photo of the R&D team discussing at the supercomputer center, the camera cuts to the "Wave" logo outside the window, symbolizing "computing power flowing like a spring".

　　案例：某建筑企業(yè)用經(jīng)十路車流隱喻“城市脈搏”，比直接拍工地更高級(jí)。

　　Case: A construction company uses the traffic flow of Jingshi Road as a metaphor for the "pulse of the city", which is more sophisticated than directly shooting construction sites.

　　方言要慎用：

　　Dialects should be used with caution:

　　“老師兒”這類方言能拉近距離，但用不好顯土氣。可以試試“濟(jì)普話”旁白，既有親切感又不失專業(yè)。

　　Dialects like 'teacher's child' can bring people closer together, but they are not easy to use to show off their rustic charm. You can try the "Jipu dialect" narration, which is both friendly and professional.

　　避坑提示：拍國(guó)際業(yè)務(wù)企業(yè)，千萬(wàn)別用方言，英語(yǔ)旁白+中文字幕更安全。

　　Tip for avoiding pitfalls: When filming international business enterprises, do not use dialects. English voiceover and Chinese subtitles are safer.

　　五、未來(lái)趨勢(shì)：在“真實(shí)”與“藝術(shù)”之間玩跨界

　　5、 Future trend: Playing cross-border between "reality" and "art"

　　虛實(shí)結(jié)合：

　　Combination of virtual and real:

　　用AR技術(shù)讓歷史建筑“活過(guò)來(lái)”，比如讓老火車站鐘樓和企業(yè)LOGO同框，既有懷舊感又有科技感。

　　Using AR technology to bring historical buildings to life, such as framing the clock tower of an old train station with the company logo, creating a sense of nostalgia and technology.

　　案例：某文旅企業(yè)用數(shù)字孿生技術(shù)復(fù)原老商埠，播放量破千萬(wàn)。

　　Case: A cultural and tourism enterprise used digital twin technology to restore an old commercial port, with over 10 million views.

　　用戶共創(chuàng)：

　　User co creation:

　　發(fā)起“全民拍企業(yè)”活動(dòng)，收集員工、客戶、路人的Vlog片段，剪成“眾生相”版本。

　　Initiate the 'All People Shoot Enterprises' campaign, collect Vlog clips of employees, customers, and passersby, and cut them into a' sentient beings' version.

　　創(chuàng)新玩法：某企業(yè)把用戶拍的“產(chǎn)品開箱視頻”做成片尾彩蛋，轉(zhuǎn)化率提升25%。

　　Innovative gameplay: A certain company turned the "product unboxing video" taken by users into an Easter egg at the end of the video, increasing conversion rates by 25%.

　　結(jié)語(yǔ)：濟(jì)南企業(yè)的宣傳片，該有“泉城范兒”

　　Conclusion: The promotional videos of Jinan enterprises should have a "spring city style"

　　在濟(jì)南拍企業(yè)宣傳片，就像做一道把子肉米飯：太追求“高大上”像少了醬油，太貼近日常又像缺了香料。聰明的做法是，用工業(yè)鏡頭展示硬實(shí)力，用生活場(chǎng)景傳遞軟溫度，再借千年古城的文化底蘊(yùn)勾個(gè)芡。畢竟，能同時(shí)拍好機(jī)床火花和趵突泉花燈的宣傳片，才是真·濟(jì)南限定。

　　Shooting corporate promotional videos in Jinan is like making a dish of pork and rice: pursuing "high-end" is like lacking soy sauce, and being too close to daily life is like lacking spices. The smart approach is to showcase hard power through industrial lenses, convey soft warmth through real-life scenes, and then use the cultural heritage of a millennium old city to add a touch of charm. After all, being able to simultaneously shoot promotional videos for machine sparks and Baotu Spring lanterns is the real Jinan limited edition.

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