博客是一种个性化的互动型网络存在形式，它有着不断发展的各种功能以及符合网络发展规律的各种特点。虽然目前博客在企业营销中己得到广泛应用，但博客毕竟是一种新生事物，企业博客营销水平还处于起步阶段，而且相关理论研究也比较薄弱。国内目前己有业内外人士开始对企业博客营销进行探索，但这方面系统的理论研究还有待加强，尤其是关于企业博客营销策略研究。本文从企业博客营销价值出发，通过对博客这一营销手段与其他网络营销手段的对比，结合营销学有关理论知识，在分析博客营销现状和经典博客营销案例的同时，提出了企业进行有效博客营销的策略，供有志于博客营销的企业参考。

Blog grows with a very fast speed in China these years. It is a kind of web form with the strong individuation and interaction. Although blog is applied widely by enterprises，it is a kind of new-born thing after all; the application situation of blog is still at the preliminary stage and the academic research on blog is very laggard. At present，some researchers begin to carry on the quest to blog marketing，but it is still in need of the theories on blog marketing，especially on the application strategies of blog.This article begins with the value of the blog marketing，compares blog marketing with other network marketing methods，and analyses the current situation of blog marketing in china.In this article，assotiated with the theory of marketing，the author propose the effective blog marketing strategy for the enterprises who are interested in blog marketing.