在电子商务环境下,微博适应了用户互动交流的需求,顺应了信息传播方式大变革的趋势。作为互联网的一种最新应用模式,对中国企业的电子商务发展起到了很大的推动作用。了解微博营销的内容、特点和赢利模式,对酒店企业的网络营销发展具有特殊的积极意义。本文介绍了微博营销的特点和内涵,对国内外实例进行了实证分析,并探讨了微博营销的赢利模式。 In the e-commerce environment, Weibo has adapted to the needs of users for interaction and exchange, and has conformed to the trend of major changes in the way of information dissemination. As a new application mode of the Internet, it has greatly promoted the development of e-commerce of Chinese enterprises. Understanding of the content, characteristics and profit model of the microblog marketing has a special positive significance to the development of the online marketing of the hotel business. This article introduces the characteristics and connotation of Weibo marketing, analyzes the domestic and foreign examples empirically, and discusses the profit model of Weibo marketing.