摘要：从发展历程来看，微博还是一种新生事物，我国微博营销的土壤尚未培育成熟，从媒体属性来看，微博门槛极低、发布快捷引起大量信息的冗余，这就决定了企业微博营销在当前阶段具有一定的局限性。首先，信息发布的简单快捷造成了微博平台上大量冗余信息的出现；其次，微博营销的传播能力还有待提高；第三，媒介利用方式并没有做出相应的调整，传播效果并不理想；第四，微博营销的效果难以评估。针对企业微博营销的局限性，本文提出了相应的解决路径。首先，要发挥领袖的作用，企业可以通过意见领袖来提升微博的传播效果。其次，加强网络互动，企业除了要做一般性的信息发布，还要尝试做聆听者，与受众进行沟通互动，倾听他们的意见。第三，多种媒介组合，企业可以制定一个系统的营销战略，创新媒介利用方式，让营销的影响力在各个媒介平台上得到叠加。第四，加强对于营销效果的检测，企业要随时监控微博动态，反馈营销效果，为今后的战略决策提供科学的依据。关键词：企业；微博；营销Abstract：Fromthedevelopmentprocess,micro-blogisakindofnewthings,ourmicro-blogmarketingsoilhasnotbeendeveloped,fromthemediaattribute,micro-blogverylowthreshold,releasedquicklycausedalargeamountofinformationredundancy,thisdecidedtheenterprisemarketinginthecurrentstageofmicro-bloghascertainlimitations.First,informationissimpleandquickcausedmicro-blogplatformredundantinformation;secondly,micro-blogmarketingcommunicationcapabilitystillneedstobeimproved;third,mediauseandnottomakecorrespondingadjustment,transmissioneffectisnotideal;fourth,micro-blogmarketingeffectisdifficulttoassess.Inviewoftheenterprisemicro-blogmarketinglimitations,thispaperputsforwardthecorrespondingsolutionpath.Firstofall,toplaytheroleofenterpriseleaders,throughopinionleaderstopromotemicro-blogdisseminationeffect.Secondly,tostrengthenthenetworkinteraction,enterprisebesideswantingtomakethegeneralinformation,butalsotrytomakethelistener,andaudienceinteraction,listentothem.Inthird,avarietyofmedia,enterprisescandevelopasystemofmarketingstrategy,creativemediause,makemarketinginfluenceinvariousmediaplatformisobtainedbystacking.Fourth,strengthenthemarketingeffectdetection,enterprisesshouldmonitorthemicro-blogdynamics,feedbackmarketingeffect,forthefutureofthestrategyisdecision-makingprovidescientificbasis.Keywords：enterprise；micro-blog；marketing；目录前言....................................................................11研究背景..................................................................22研究现状..................................................................23微博理论概述...............................................................43.1微博概念..............................................................43.2微博的传播模式........................................................53.3微博传播特性..........................................................74企业微博营销模式简介.......................................................84.1病毒式营销............................................................84.2整合营销传播..........................................................94.3湿营销................................................................95企业微博营销存在问题.....................................................105.1无效信息过多.........................................................105.2传播能力有限.........................................................115.3媒介利用方式单一.....................................................125.4营销效果难以评估......................................
