| Starting with various views on physics concept and two indications of knowledge in brain, the paper analyzes and researches deeply the essence, the formation and affecting factors of junior physics concept, then the author puts forward the general instructional process of physics concept: concept introducing, thought working, establishing concept, consolidating and deepening. According to the characteristics of instruction multi-media as well as plenty of instructional practice, the author summarizes the methods of using multi-media optimizing physics concept instruction, basic principles and key procedures.Using different research methods such as questionnaire, action-research and statistics analyses, the author bases his research on objective factors. The research results turn out to be:1. Multi-media can optimize all the procedures of junior physics concept instruction: concept introducing, thought working, establishing concept, consolidating and deepening, remarkably thought working.2. Multi-media has a good effect on the whole junior students' formation of physics concept.3. Multi-media optimizes concrete concept (such as velocity, melt, density, pressure, and etc) much more than abstract concept (such as work, internal energy, specific heat, voltage and etc).
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