摘要：近两年，随着微博用户的增加，微博成为热门词汇。企业利用微博进行营销活动成为 一种潮流。鉴于此，本文以相关理论为基础，分析了微博所具有的营销价值，总结了企业 利用微博营销的前景及其策略方法，为企业利用微博开展营销提供借鉴和参考。首先，论 文对本文的研究背景现状及方法进行了较为详细的阐述。其次，结合微博特性来分析微博 营销的优劣性。微博营销相比于传统营销，具有成本低、时效性高、互动性强、传播范围 广、精准性高等优势，但同时，微博上的营销信息容易被淹没在海量信息中，且信息内容 真假难辨，所带来的营销效果难以量化。微博营销虽有部分缺点但其带来的价值也不可小 觑：微博为企业带来低成本的广告平台、成为企业危机公关的平台、推广新产品提升产品 名气、跟踪客户信息实施客户服务等。看到微博营销带来的巨大潜力，众多企业加入微博 营销的浪潮，微博营销进入爆发期，也暴露了一些问题，如企业对微博认识不全面，微博 营销暴露用户隐私，过度营销，监管不严等。但是即使存在问题，微博营销的前景也是值 得期待，对此笔者也提出一些意见和策略，希望能为企业提供参考。

关键词：微博；营销价值；营销策略；营销误区

ABSTRACT:Nearly two  years, with  the increase of the number of microblog users, microblog has became a hot word. Activities of enterprises using microblog marketing has became a trend. In view of this, this paper combined relevant theory, analyzed the value of microblog marketing , and summed up the prospects and strategic approach of enterprises microblog marketing to provide references for enterprises microblog marketing.First, the thesis research background, current situation and method for a more detailed exposition. Secondly, the thesis combinate characteristics of microblog to analyze the pros and cons of marketing microblog. Compared to traditional marketing, microblog marketing has the advantages of low cost, timeliness high, interactive,  spread  wide,  higher  accuracy.  But  at  the  same  time,  the  microblog  marketing messages are easy to be overwhelmed in the mass information, the content can’t distinguish whether it’s genuine or fake, and marketing effectiveness is difficult to quantify. Microblog marketing although have some shortcomings, the value it brings does not to be overlooked. For the enterprise, microblog brings the platform of low-cost advertising, becomes a platform for relations crisis, promotes new products, enhances products reputation, tracks customer information and implements customer service and so on. Knowing the enormous microblog marketing potential, many companies have joined the wave of marketing microblog. Microblog marketing goes into the outbreak, but also exposed some problems, such as the knowledge of microblog is not comprehensive for enterprises, user privacy exposure, excessive marketing, lax regulation and so on. But even if there are problems, microblog marketing prospect is worth the wait, which I also make some suggestions and strategies, hoping to provide a reference for the enterprise.

Keywords：Microblog; marketing value; marketing strategy; Marketing Mistakes

看，目前国内外对微博营销的研究已经取得一定的成绩，较为成熟，但是文献方面的研究比较早期，跟不上微博发展速度。本文将结合如今的微博发展情况对企业微 博营销价值进行全面分析，为企业进行微博营销提供参考。

　　　本文在研究方法上主要采用以下方法：一是文献研究法和观察研究法，通过调查文献 和观察体验企业在微博上的活动来获得资料，从而掌握企业微博营销的发展过程、现状以 及存在的问题；二是定性分析法，运用归纳和演绎、分析与综合以及抽象与概括等方法， 对获得的各种材料进行思维加工，从而对企业微博营销有清晰的认识；三是个案研究法， 通过案例分析，对企业微博营销存在的问题提出解决方法。

本课题以分析现状，提出问题，解决问题为主体思路，由面及点的研究路线，先是认 识企业微博营销的背景，对企业微博营销进行价值分析，通过案例分析从中发现问题，寻 求解决问题之道，展望未来发展前景。