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，由于营销方式单一，缺乏足够的趣味性，微博营销的传播能力和传播范围还有待提高；第三，在微博营销的过程中，企业与受众处于一种偏于单向的关系；第四，媒介利用方式并没有做出相应的调整，传播效果并不理想；第五，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，要发挥微博营销的优势，其次，要构建企业微博营销的模式，最后，给出了相应的对策建议。企业可以通过意见领袖来提升微博的传播效果。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。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。企业还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，becauseasinglemarketing，lackofsufficientinterest，micro-blogmarketingcommunicationabilityandtransmissionlimitsaretobeimproved；third，inmicro-blogmarketingprocess，theenterpriseandtheaudienceinapartialintheone-wayrelationship；fourth，mediauseandnottomakecorrespondingadjustment，transmissioneffectisnotideal；fifth，micro-blogmarketingeffectisdifficulttoassess.Inviewoftheenterprisemicro-blogmarketinglimitations，thispaperputsforwardthecorrespondingsolutionpath.Firstofall，toplayamicro-blogmarketingadvantage，secondly，tobuildenterprisemicro-blogmarketingmode，finally，gaveoutcorrespondingcountermeasureproposal.Enterprisesthroughopinionleaderstopromotemicro-blogdisseminationeffect.Enterprisebesideswantingtomakethegeneralinformation，butalsotrytomakethelistener，andaudienceinteraction，listentothem.Theenterprisecandevelopasystemofmarketingstrategy，creativemediause，makemarketinginfluenceinvariousmediaplatformisobtainedbystacking.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..............................................................53.2微博的传播模式........................................................63.3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..........................................................84.3湿营销................................................................95企业微博营销存在问题......................................
