摘要:微博的本质是以Web2.0 技术为基础的新媒介。新媒介的产生必将改变影响着人们的思考和生活方式，成为推动社会发展的新动力。伴随着微博的流行和普及，越来越多的网站开始推出微博服务，微博服务日益商业化，其商业价值也得到越来越多的认可。微博营销的效果即广告效力的探讨开始成为各方面关注的焦点。

　　　本文以我国新兴媒体微博的产生、发展以及微博的特征为理论背景，选择凡客诚品和电影《致我们终将逝去的青春》两个成功的微博营销案例，从多个方面探索微博营销的广告效力。同时透过这两个成功的案例分析当前我国企业微博营销以及微博广告效力不能得到良好发挥而存在的主要问题，笔者通过查阅大量网络资料、文献资料和报告，结合我国微博商业化发展的客观实际，对微博的广告发展中遇到的一些问题进行阐述，并且提出相对客观、合理和具有可操作性的建议。

关键词：微博 微博营销  广告效力  策划

ABSTRACT:The essence of Micro-blog is a new media which based on the technology of Web2.0. This New media will certainly affects people's way of thinking and way of life. Being a new power, Micro-blog will promote the development of society.  Along with the popularity of microblogging and popularization, a growing number of  websites begin to launch the microblogging service .when Micro-blog service is becoming more and more commercialized, its commercial value is also recognized by thousands of thousands .Effect of microblog marketing, advertising effectiveness has become the focus of all aspects are discussed.

　　　Based on the generation and development of China's emerging media micro-blog, and micro-blog characteristic as the theoretical background, this choose Vance and film "So Young" two successful microblog marketing case, to explore the microblogging marketing from several aspects of advertising effectiveness. At the same time, through the two successful case analysis current our country enterprise microblogging marketing and micro-blog advertising effectiveness which cannot get good play to the main problems, the author through consulting a large number of network information, documents and reports, combining the reality of our micro-blog commercial development, advertising encountered in the development of micro-blog describes, and puts forward relative objective, reasonable and operable Suggestions.

Keywords: micro-blog；microblogging marketing；advertising effectiveness；planning