微博是目前互联网上最流行的社会化媒体之一,在中国拥有一个相当大的用户群体和良好的发展势头,微博营销价值巨大。本文对微博的传播特征进行了全面、深入的分析,并以新浪微博为例调查了出版社利用微博的现状,总结出几点不足之处。最后,结合实例,为出版社进行微博营销和图书宣传提出了具体、可行的策略。 Weibo is currently one of the most popular social media on the Internet. With a large user base and a good momentum of development in China, weibo marketing is of great value. This article has carried on the comprehensive and in-depth analysis to the spread characteristic of weibo, and took Sina Weibo as an example to investigate the status quo of the use of weibo by publishers and summarizes some shortcomings. Finally, with examples, put forward specific and feasible strategies for the microblogging marketing and book publishing for publishers.