摘要:随着互联网技术的不断发展，微博以其自传播性和良好的互动性的特点成为一种新媒体。在3G业务不断拓展，通信企业竞争日趋白热化的背景下，利用微博进行品牌及业务推广无疑会更有效的达到营销的目的，但微博作为新媒体营销工具的价值远远不止于此，本文概述微时代背景下企业的发展环境和发展趋势，以微博为代表产品，介绍微博的定义、功能以及微博营销在通信企业下的应用价值。其中，在针对微博在广东移动通信企业的发展现状等总结和发现问题。最后，通过分析其发展面临的问题以及移动通讯融合功能服务的优势，探讨移动微博营销的方案设计，通过微博试水评估微博营销效果，寻求适合广东移动通信企业的营销新思路。

关键词: 微博，移动微博，企业微博营销，广东移动，效果评估

Abstract:As the network technology unceasing renewal, micro-Blogging is spread  rapidly by its unique advantages . Micro-Blogging is a hot topic in network environment, it is passed through by limiting information, instant arrival and the way of users' transceiver to achieve an independent, interactive, concise and the fast mode of spreading information. As a new interactive  media, micro-Blogging becomes accelerator of information age. This thesis will analy e-commerce and micro-Blogging development intrinsic relation and interaction dialectical by multi-channel research and discusses the micro-blogging "sinification development road, establish effective micro-blogging marketing effectiveness of evaluation system, to take shape a marketing program to embodies sinicism and suitable for the development of the enterprises, thereby raising the competitive advantage of enterprises in the e-commerce environment, which has realistic significance to contemporary enterprise electronic commerce development.

Key Words: Micro-Blogging, Enterprise marketing of micro-Blogging，mutual concern，Evaluation system