摘 要:随着互联网的普及，新媒体的飞速发展，已然把我们带入到了“微时代”，微博、微小说、微动漫、微电影等应运而生。据统计，2011年就有2000多部微电影问世，截至2012年网络上仅仅百度上对微电影的搜索就已经超过了2480万个。微电影作为新媒体的表现形式之一，成功地将电视和传统电影向新媒体转型。微电影不仅仅代表传统电影媒体的新媒体环境下的形态，同时它也带来了一种新的营销模式。微电影的本质还是电影，但它有不同于传统电影的特点，又有对传统电影造成的不可忽视的影响。至今为止，微电影虽然发展迅速，但是却不成熟，有很多需要改进的地方。

　　　本文以微电影的商业化特点为主线，从微电影的概况、传播学思考、类型等，引入微电影商业营销特征，剖析微电影的潜在商业价值，并着重阐述了微电影的经营策略。最后，本文对微电影的生存问题进行分析和提出问题。

关键词： 微电影  新媒体  网络营销  商业化  广告

Abstract:With the popularity of the Internet, the rapid development of new media, already put us into the "micro era, microblogging, micro-fiction, micro anime, the micro film came into being.According to statistics, in 2011 there are more than 2,000 micro-film come out, up to the 2012 network, only the Baidu search of micro-film has more than 24.8 million. Micro-film as one of the manifestations of the new media, TV and movies to the new media transformation. The micro film not only on behalf of the traditional medium of film morphology in the new media environment, but it also brought a new marketing model. The nature of the micro-film or film, but it has characteristics different from traditional film, has caused a negligible impact on traditional film. So far, the micro-film has developed rapidly, but not mature, there are many areas for improvement.

　　　In this paper, the commercial characteristics of the micro-film line, from an overview of the micro-film, Communication Science, the type, the introduction of the characteristics of the micro-film commercial marketing, analysis of the potential commercial value of the micro-film, and focuses on the micro-film business strategy. Finally, on the issue of the survival of the micro-film analysis and ask questions.

Key Words：Micro-film  New Media  Network Marketing  Commercialize Advertising