摘要:微博客是近几年新兴起的一种基于用户关系的信息分享、传播以及获取的平台。在国外最早也是最著名的微博客是美国的twitter（国外的一个社交网络和微博服务的网站）。在国内，新浪微博和腾讯微博占据了主导地位。据统计，截止2012年我国的微博客用户已经达到了3.27亿。随着微博客用户的增多和其综合影响力的迅速提升，其营销潜力被越来越多的厂商看到。

　　　微博营销的迅速蹿红，其重要性已经被越来越多的企业所发现。许多企业已经着手于微博营销运用到实战中。但是微博营销作为一种新的营销方式，企业在微博营销过程中可借鉴的实例并不多，许多企业在微博营销的过程中，对于微博营销的认识不够全面，从而导致微博营销的真正价值并未得以实现，甚至为企业造成了消极的影响。

　　　本文通过对同领域文章的总结并结合实际案例的佐证，客观的分析了微博营销的发展状况，以及对于微博营销中的不合理处提出一些策略性建议，以期对企业微博营销相关理论的丰富化有效贡献。首先文章开篇介绍了微博营销的概述。主要包括微博营销的兴起，流程以及功能架构。其次，分析了我国电子产品企业在微博营销中所存在的问题。第三部分主要通过实例的分析来明确微博营销的几大要素。最后一部分则是结合我们自身情况的微博营销策略研究。

关键字：微博客；微博营销；电子产品企业；营销策略

ABSTRACT:Micro blog is a new emerging in recent years, spread a relationship based on user information sharing and access platform of micro blog is the earliest and most famous abroad America's twitter in China, sina micro blog and tencent micro blog occupied a dominant position according to the statistics, by 2012 China's micro blog users has reached 327 million with more twitter users and the comprehensive influence of rapid ascension, is more and more vendors to see its marketing potential.

　　　Micro blog marketing of rapid leap up is in vogue, its importance has been found by  more and more company  that many enterprises have set out to micro blog marketing applied to the actual combat but micro blog marketing as a new marketing mode, enterprise in the process of micro blog marketing can be reference to the instance is not much, many enterprises in the process of micro blog marketing, for the micro blog marketing know not enough comprehensive, leading to the true value of micro blog marketing has not implemented, and even has caused negative influence for the enterprise

    Based on same field combined with the actual case, the end of the article objectively analyzes the development situation of micro blog marketing, as well as the unreasonable in micro blog marketing, puts forward some strategic Suggestions for enterprise micro blogging marketing related theory of enrichment and effective contribution to the first, the article first introduces the overview of micro blog marketing mainly includes the rise of micro blog marketing process, and second, the function architecture electronics companies in our country are analyzed in micro blog marketing, problems existing in the third part mainly through the instance analysis to identify several main factors of micro blog marketing the last part is combined with the situation of our micro blog marketing strategy research.

Key words: micro blog；micro blog marketing; Electronics companies ；marketing strategy