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。针对企业微博营销的局限性，本文提出了相应的解决路径。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。
Abstract
From the development process, micro-blog is a kind of new things, our micro-blog marketing soil has not been developed, from the media attribute, micro-blog very low threshold, released quickly caused a large amount of information redundancy, this decided the enterprise marketing in the current stage of micro-blog has certain limitations. In view of the enterprise micro-blog marketing limitations, this paper puts forward the corresponding solution path. The enterprise can develop a system of marketing strategy, creative media use, make marketing influence in various media platform is obtained by stacking. Enterprises should monitor the micro-blog dynamics, feedback marketing effect, for the future of the strategy is decision-making provide scientific basis.
Key Words: enterprise； micro-blog； marketing
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