微电影自从2010年进入市场以来发展迅猛,其营销效果令人惊艳。正因为如此,旅游微电影营销进入大众视线,国内市场也出现了几部反响不错的旅游微电影。为了更好的运用旅游微电影的营销手段,本文以南京为例,首先对微电影的概念和特征进行了梳理,然后又对南京旅游微电影的发展现状进行揭示,最后在前两者的基础之上提出南京旅游微电影营销的一些构想,期许能够为南京的旅游营销建言献策。 Microfilm has enjoyed rapid growth since entering the market in 2010, with impressive marketing results. Because of this, travel micro-film marketing into the public line of sight, the domestic market also appeared several good response to travel micro-film. In order to make better use of tourism micro-movie marketing methods, this paper takes Nanjing as an example, firstly, it sorts out the concept and characteristics of micro-movie, and then reveals the current development of Nanjing micro-movie tourism. Finally, based on the former two Put forward some ideas of Nanjing travel micro-film marketing, may be able to offer advice and suggestions for Nanjing’s tourism marketing.