摘 要:微博营销，作为电子商务领域的一种新兴的营销方式，在许多企业，尤其是中小企业的实践中收获到了不错的效果。然而，由于信息不对称性、个人信息安全的保障问题等方面的原因，微博营销不可避免地产生了道德风险的问题，不但使得许多买家对微博营销产生了抵触情绪，更严重阻碍了微博营销的发展。文章从微博营销现状分析入手，通过对资料的搜集与分析，从企业与博主、博主与粉丝之间的关系两个视角，探讨了微博营销现遇到的道德瓶颈，深入剖析微博营销产生伦理道德瓶颈的原因，并提出突破微博营销瓶颈，构建良好营销关系的方案。政府要完善相关的法律法规来引导微博的发展，同时，也要加强互联网环境的建设，打击互联网违法现象的发生；微博平台也要建立健全微博主信用评级机制，通过技术的完善，打击用户恶意注册的现象；微博主必须加强自身的服务意识，树立正确的竞争观念，在形势与内容上不断创新，保持自身的竞争力；企业在选择微博代理方时，必须进行严格的考察，对资源进行整合，注重企业品牌的建设。

关键词：微博营销；伦理道德；问题；成因；对策

ABSTRACT:As an emerging field of electronic commerce marketing, in many enterprises, especially SMEs, Microblogging marketing practice harvest to good results. However, due to asymmetric information, the protection of personal information security issues, microblogging marketing inevitably creates a moral hazard problem, not only makes many buyers microblogging marketing resentment, but also a serious impediment to development of microblogging marketing. The article analyzing microblogging marketing status quo, through the collection and analysis of information from businesses and bloggers, bloggers and fans the relationship between the two perspectives to explore the the microblogging marketing now encountered moral bottleneck-depth analysis of micro-Bo marketing ethical bottleneck, and puts forward the the breakthrough marketing microblogging bottleneck, build a good relationship marketing program. Government should improve the relevant laws and regulations to guide the development of micro-Bo, the same time, we must strengthen the construction of the Internet environment, to combat the occurrence of the phenomenon of illegal Internet; the microblogging platform should establish and improve the micro-bloggers credit rating mechanism, through the improvement of the technology to combat malicious user registration phenomenon; micro-bloggers must strengthen their sense of service, to establish a correct concept of competition and innovation in the situation with the content, to maintain their competitiveness; enterprises in the select microblogging agent, must be strictly the investigation, the resource integration, focusing on corporate brand building.

Keywords: Micro-blog marketing; ethics; problems; causes; Countermeasures