An automatic stand-up pouch forming and packaging machine, the machine comprising a box body, wherein a pouch film fixing assembly is mounted at the lower side of the internal front of the box body, a crease forming assembly and a pouch film driving assembly are mounted above the pouch film fixing assembly, and the crease forming assembly is arranged behind the pouch film driving assembly; a pouch making assembly and a longitudinal sealing assembly are mounted at the top of the internal front of the box body; a transverse sealing assembly is mounted at the internal rear part of the box body; and the pouch film fixing assembly is used for fixing a pouch film, the crease forming assembly is used for creasing the pouch film, the pouch film driving assembly is used for drawing the pouch film fixed on the pouch film fixing assembly so as to crease the pouch film with the crease forming assembly, the longitudinal sealing assembly is used for sealing longitudinal edges of the pouch film, the transverse sealing assembly is used for sealing transverse edges of the pouch film, and the pouch making assembly is used for filling the pouch film with content materials; and wherein the pouch film fixing assembly 1 comprises a pouch film rotating mechanism, a pouch film fixing seat, a pouch film locking mechanism, a braking mechanism and a pouch film regulating mechanism, wherein the pouch film rotating mechanism comprises a rotating roller and a rotating bearing, and one end of the rotating roller penetrates through a corresponding hole of the pouch film fixing seat and is rotatably connected into the corresponding hole of the pouch film fixing seat through the rotating bearing; the pouch film locking mechanism comprises a rotating handwheel, a forward-reverse screw rod, a movable locking block and a locating locking block, two long holes are formed in the tube wall of the rotating roller along the axial direction, and the movable locking block and the locating locking block are arranged in the rotating roller and are provided with protruding ends extending out of the long holes; the tail end of the forward-reverse screw rod rotatably penetrates into a hole of the rotating roller, right-handed and left-handed thread portions of the forward-reverse screw rod 16 are threadedly engaged with the movable locking block and the locating locking block, respectively, and the head end of the forward-reverse screw rod is connected with the rotating handwheel; the pouch film regulating mechanism comprises a regulating handwheel, a regulating screw rod, a regulating threaded block, a connecting plate, two guide posts and guide bearings, one end of each of the two guide posts is fixed to the pouch film fixing seat, the connecting plate is slidably mounted on the guide posts through the guide bearings, the tail end of the pouch film rotating mechanism rotatably penetrates through the connecting plate, and the braking mechanism is mounted on the tail end of the pouch film rotating mechanism; the head end of the regulating screw rod is connected with the regulating handwheel, and the tail end of the regulating screw rod rotatably penetrates through the pouch film fixing seat and screws through the regulating threaded block mounted on the connecting plate; and the braking mechanism comprises a brake sleeve, a brake band, a brake tension spring and a brake band fixing seat, the brake sleeve is mounted at the tail end of the pouch film rotating mechanism, the brake band fixing seat is fixed on the connecting plate, and the brake band encircles the brake sleeve, is connected with the brake tension spring and then is fixed to the brake band fixing seat.