摘要:中国最大的门户网站新浪网在2009年推出“新浪微博”内测版，成为了中国首家提供专业微博服务的网站，从此微博正式进入中文上网主流人群视野。随之越来越多的网站建立微博体系，越来越多的用户注册，微博用户群也不断扩大，短短几年时间，针对微博的便捷性和即时性，越来越多的个人以及企业利用微博来开展营销活动。

　　　而旅游产业作为永远的朝阳企业，当然也不会错过微博这个营销发展平台，本文主要对微博的营销概况，对旅游企业现状进行了分析，包括传统营销现状和微博营销现状，在此基础上，提出现阶段旅游企业微博营销所存在的问题：信息复杂，缺少专业化、受众度偏向单一，与客户互动不够、媒介利用方式单一以及其营销效果难以评估。针对这些问题，在旅游企业将微博营销作为一个长期的战略前提下，提出自己的一些意见，从而能更进一步了解旅游企业微薄营销，使其在未来的发展中取得更优益的成绩。

关键词：微博营销  旅游企业  现状  问题  策略

ABSTRACT:China's largest portal sina.com.cn launched the "Sina micro-blog" beta version in 2009, became the first in China to offer professional service website micro-blog, micro-blog formally enter the Chinese Internet from the mainstream view. As more and more users to register, micro-blog user group is also expanding, just a few years time, for the convenience and real-time micro-blog, more and more individuals and enterprises using micro-blog to carry out marketing activities.

　　　While tourism industry as the forever sunrise enterprise, of course, will not miss this micro-blog marketing development platform, this paper mainly marketing situation of micro-blog, on the tourism enterprise are analyzed, including the status quo of traditional marketing and micro-blog marketing situation, on this basis, the existing stage of tourism enterprise micro-blog marketing problems: complex information, the lack of professional audience of bias, single, and customer interaction is not enough, media use single as well as its marketing effect is difficult to evaluate. To solve these problems, in the tourism enterprises will micro-blog marketing as a long-term strategic premise, put forward some opinions, which can further the understanding of tourism enterprise meager marketing, so as to achieve better outstanding achievement in the future.

Keywords: low marketing  tourism enterprises   present situation  problem   strategy