作为当前一种重要的新媒体形态,微电影在很大程度上迎合了人们对视频内容碎片化、即时性及个性化的诉求,同时又可进行品牌植入,发挥广告效应,构成有效的营销模式。微电影广告无论是在形式上、内容上、还是在传播渠道上都有所不同。了解微电影的生存及发展优势,探索其整合营销之道,将能够在更大程度上挖掘微电影的巨大商业价值,为互联网新媒体的可持续发展提供基础动力。 As an important new media form at present, microfilm largely caters to people’s demands for fragmentation, immediacy and personalization of video content, and at the same time it can carry out brand implants, play advertising effect and form effective marketing mode. Micro-film advertising in terms of form, content, or in the distribution channels are different. Understanding the survival and development advantages of microfilm and exploring ways to integrate marketing will enable us to tap into the tremendous commercial value of microfilm and provide the foundation for the sustainable development of new media on the Internet.