企业或个人通过微博进行营销创造价值的营销方式,称为微博营销。换言之,是一种个人或商家借助微博,发掘并满足消费者需求的营销方式。首先,从应用研究方面阐述了微博营销最新的研究进程和结果;其次,在此基础上建构了微博营销实证的研究框架;最后,提出未来的研究应在微博营销的定量实证研究方面作进一步探索。 Businesses or individuals to create value through marketing microblogging marketing, known as microblogging marketing. In other words, it is a marketing method by which individuals or businesses use microblogging to explore and satisfy consumers’ needs. First of all, we elaborate the latest research progress and results of Weibo marketing from the aspect of applied research. Secondly, we construct the research framework of Weibo marketing empirical research.Finally, we propose that the future research should focus on the quantitative empirical research of Weibo marketing For further exploration.