摘要:作为新兴的社会化社交媒体，新兴的传播平台，微博凭借其独特性迅速吸引了众多的注册用户，成为近年来社会化媒体使用率增长幅度最大的一种形式，在当今这个“眼球经济”时代，庞大的微博用户基数意味着丰富的注意力资源，意味着潜在的商机。很多企业已经给与这种集社交功能与信息传播功能为一体的社会化媒体形式很大程度的关注，他在企业营销中发挥着无可比拟的优势，帮助企业更好地达到营销目标。在我国企业微博营销竞争未达到白热化程度，目前对于企业微博营销的研究有很大的现实意义。

　　　本文旨在通过深入研究微博及企业微博营销，总结相关理论和方法，理论联系实际，分析当前企业微博营销的发展的特点和现状，就存在的问题提出一些应对的建议，即构建企业微博营销策略体系。在内容安排上，首先，对微博的发展概况和主要类型进行介绍，分析微博具有的特性。其次，概括企业微博营销的定义和特点，介绍当前企业微博营销的发展状况和存在问题，并以国内外企业微博营销的成功案例作为参照，深入的进行分析和研究。第三，探讨企业利用微博进行宣传推广的途径和策略。第四，对企业微博营销的发展趋势和前景进行展望。强调企业微博营销纳入整体营销战略是大势所趋。

关键词：微博  微博营销  营销策略

ABSTRACT:Emerging social social media platform for the dissemination of new microblogging With its unique quickly attracted a large number of registered users, social media in recent years, a form of usage increase in today's "eyeball economy"era, huge Weibo user base means a wealth of attention resources, which means potential business opportunities. Many companies have to give this a large degree of social features and information dissemination function as one form of social media attention, he plays an unparalleled advantage in corporate marketing to help companies better achieve marketing goals. In our country enterprise microblogging marketing competition intensified level not reached, the current for the enterprise microblogging marketing research has great practical significance.  

　　　 This article aims to microblogging through in-depth research and enterprise microblogging marketing, summarizes the theory and methods, theory with practice, enterprise microblogging marketing analysis of the current characteristics of the development and current situation, the problems put forward some recommendations to deal with, that is, to build enterprise microblogging marketing strategy system. Overview of the development of the micro-Bo and the main types of arrangement of contents, introduction, analysis of the characteristics of the micro-Bo has. Secondly, we summarize the definition and characteristics of the enterprise microblogging marketing, how enterprise microblogging marketing development status and problems, and as a reference to domestic and foreign enterprises microblogging marketing success stories, in-depth analysis and research. Third, to explore the the enterprise microblogging promotion approaches and strategies. Fourth, the enterprise microblogging marketing trends and prospects outlook. Stresses the enterprise microblogging marketing into the overall marketing strategy is a general trend.

Keywords: microblogging;microblogging marketing ;marketing strategy