摘要：微电影开创了一种植入式营销的新模式，丰富了植入的内涵，让人们看到了品牌走向成功的另一种选择的可能性。对于“微电影”这样一个新媒体时代下的新产物，大多数人只关注到了“微电影”中“草根化”这一特色，其实在“微电影”的背后存在着一条隐形的商业模式。所以，本文将以优酷网中的商业营销式“微电影”为例，重点分析比较“微电影”发展至今与当初的定位有何出入。通过对 “微电影”的分析前后定义的变化，逐步揭开真正的“微电影”式的营销面纱。
关键词：媒介经营管理； “微电影”式新概念营销 ；优酷网
Abstract: Micro-film and created a new model of an implanted marketing rich implanted connotations, let people know the possibility of an alternative brand to success. "Micro-film," this new product under a new media age, most people focus to "micro-film" as "grass roots" , in fact, there is an invisible micro film "Behind the business model. So, this article will take Youku's commercial marketing style "micro-film", focused analysis and comparison of the micro-film" development has been covered with the original positioning in place to access. Changes before and after the definition of "micro-analysis of the movie", gradually unveiling the veil of the "real" micro-film marketing.
Key words：Media Management；the "micro-film" new concept of marketing；YouKu
