目前企业微博微博已成为中国乃至全球著名企业与用户沟通交流首选平台。本文就新浪微博中大型企业的官方微博运营基本状况、形式进行了分析梳理，并针对微博对消费者品牌态度的影响进行了问卷调查，得到微博运营指标与认知性态度、情感性态度及购买行为倾向的相关分析，得出微博的内容可读性、互动性和企业管理者个人微博与消费者品牌态度有显著相关。

SINA network launched micro-blog in 2009. The emergence of micro-blog, takes us into the "micro-propagation" era. This paper analyses the effect enterprise micro-blog marketing makes on branding. This study is mainly divided into two parts: the first part focuses on the analysis of micro-blog as new media platform and talks about the current situation of the enterprise micro-blog marketing; in the second part, based on experimental research, this part discusses factors that can influence the micro-blog branding. The first chapter is the introduction and summery of enterprise micro-blog marketing definition, propagation characteristics and the communication way which has been now used. The second chapter summarized the development achievement of research on micro-blog from home and abroad. The third chapter takes examples to describe current usage of micro-blog. The fourth chapter deals with statistics gained in the survey. The fifth chapter draws conclusions on marketing, promoting methods and limits of the research. In conclusion, the paper emphasizes the micro-blog marketing is an important factor on branding.