济南企业宣传片：在烟火气与高级感之间，找到“城市气质”的平衡点

　　济南的宣传片该走“烟火气”还是“高大上”？这个问题像极了趵突泉的泉水——看似对立，实则同源。这座城市既有老商埠的青石板路，也有CBD的玻璃幕墙；既有把子肉的烟火气，也有超算中心的科技感。企业宣传片要拍的，从来不是非此即彼的选择题，而是如何用镜头语言，把济南的“双面气质”揉进企业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、看行业：工业硬核VS消费柔光

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

　　制造业需要“显微镜”：

　　The manufacturing industry requires a microscope:

　　如果你拍的是重汽集团、二机床这类企业，观众更想看到的是：0.01毫米的加工精度、机器人自动焊接的火花、质检员用三坐标测量仪校准零件。

　　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：某装备制造企业用延时摄影拍数控机床加工过程，金属碎屑飞溅的瞬间，比任何台词都更有说服力。

　　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.

　　消费品牌需要“柔光镜”：

　　Consumer brands require "soft mirrors":

　　食品、文旅、电商企业，就得拍清晨菜市场第一笼包子的热气、护城河边穿汉服的小姐姐、直播间里主播试吃时的表情特写。

　　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：拍美食别用“舌尖体”慢镜头，观众早免疫了，试试第一视角拍咬开煎饼的脆响，反而更真实。

　　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、看受众：To B要“解剖刀”，To C要“故事会”

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

　　给客户看的：用数据“说话”：

　　To show customers: Speak with data:

　　拍给经销商看的片子，重点展示实验室数据、生产线自动化率、专利墙。

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

　　案例：某生物医药企业用动画演示细胞培养过程，客户看完直接签下千万订单。

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

　　给用户看的：用情感“握手”：

　　To show users: using emotional "handshake":

　　普通消费者更在意“这产品和我有什么关系”。拍宝妈选奶粉，就拍她半夜冲奶时灯下的影子；拍年轻人选手机，就拍他们用手机记录泉城广场的日落。

　　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.

　　创新玩法：让用户出镜，某奶茶品牌拍素人喝第一口时的“瞳孔地震”，播放量破百万。

　　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“快闪”，大屏要“沉浸”

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

　　短视频平台：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秒必须出现“记忆点”：趵突泉的泉水、超然楼的亮灯、员工工牌特写。

　　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：某企业用“泉水叮咚”声开场，济南用户停留时长提升40%。

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

　　线下展会：用细节“留客”：

　　Offline exhibitions: retain customers with details:

　　大屏播放的3分钟片，得有“沉浸感”：用微距镜头拍产品纹理，用轨道镜头展示车间全景。

　　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“环境音”，机床轰鸣声、键盘敲击声、客服接电话声，比背景音乐更抓人。

　　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、济南特色：在“山水”与“钢铁”之间找隐喻

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

　　地标符号化：

　　Landmark symbolization:

　　千佛山、大明湖不只是背景板，要和企业精神挂钩。比如，拍研发团队在超算中心讨论，镜头切到窗外“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：某建筑企业用经十路车流隐喻“城市脉搏”，比直接拍工地更高级。

　　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:

　　“老师儿”这类方言能拉近距离，但用不好显土气。可以试试“济普话”旁白，既有亲切感又不失专业。

　　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：拍国际业务企业，千万别用方言，英语旁白+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、未来趋势：在“真实”与“艺术”之间玩跨界

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

　　虚实结合：

　　Combination of virtual and real:

　　用AR技术让历史建筑“活过来”，比如让老火车站钟楼和企业LOGO同框，既有怀旧感又有科技感。

　　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：某文旅企业用数字孪生技术复原老商埠，播放量破千万。

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

　　用户共创：

　　User co creation:

　　发起“全民拍企业”活动，收集员工、客户、路人的Vlog片段，剪成“众生相”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.

　　创新玩法：某企业把用户拍的“产品开箱视频”做成片尾彩蛋，转化率提升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%.

　　结语：济南企业的宣传片，该有“泉城范儿”

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

　　在济南拍企业宣传片，就像做一道把子肉米饭：太追求“高大上”像少了酱油，太贴近日常又像缺了香料。聪明的做法是，用工业镜头展示硬实力，用生活场景传递软温度，再借千年古城的文化底蕴勾个芡。毕竟，能同时拍好机床火花和趵突泉花灯的宣传片，才是真·济南限定。

　　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.

　　本文由济南宣传片拍摄友情奉献.更多有关的知识请点击:http://www.jnexb.com真诚的态度.为您提供为全面的服务.更多有关的知识我们将会陆续向大家奉献.敬请期待.

　　This article is a friendly contribution from Jinan Short Video Operations For more information, please click: http://www.jnexb.com Sincere attitude To provide you with comprehensive services We will gradually contribute more relevant knowledge to everyone Coming soon.