本文研究了移动互联网环境下,微博营销中受众在线行为的要素和特征,在线行为对企业品牌建设的促进或阻碍作用,如在线行为给企业营销提供了良好的心理契机,为企业营销提供了广阔的传播空间,为企业营销拓宽了渠道,为企业营销缔造了一个相对诚信的网络环境,但同时也会导致信息混杂,削弱传统媒体广告的影响等。文章最后进一步指出企业应合理利用微博营销中的受众在线行为,整合产业链,建立专门的电子商务渠道,完善产品信息服务,提升品牌形象。 This paper studies the elements and characteristics of the audience’s online behavior in the mobile Internet environment and the promotion or hindering effect of the online behavior on the brand building of the enterprise. For example, the online behavior provides a good psychological opportunity for the marketing of the enterprise and provides the marketing Broad space for marketing broaden the channels for business marketing for business marketing to create a relatively honest network environment, but it will also lead to information mixed, weakening the impact of traditional media advertising. Finally, the article further points out that enterprises should make rational use of the online behavior of audiences in Weibo marketing, integrate the industrial chain, establish specialized e-commerce channels, improve product information services and enhance brand image.