在碎片化信息时代,人们获取外界信息的途径更加依赖于互联网,微博、博客、搜索引擎、手机报、新闻网站、即时通信工具等多种方式。人们通过这些途径了解的信息虽然非常多,但却没有深刻的理解和记忆。互联网让人们获取的信息呈现“碎片化”。具有碎片化特征的微博,正以一种新兴的交流工具进入了普通百姓的生活,其商业价值日益受到企业的认可。在碎片化信息环境下,企业如何发掘微博商业价值并利用微博进行营销传播,是企业界人士不得不考虑的问题。 In the era of fragmented information, people’s access to external information is more dependent on the Internet, microblogging, blogs, search engines, mobile newspapers, news sites, instant messaging tools and other means. Although there are so many people who know about these ways, they do not have profound understanding and memories. The Internet allows people to retrieve information “fragmented”. Fragmented features of Weibo, is a new communication tools into the lives of ordinary people, its business value is increasingly recognized by the business. In the fragmented information environment, how companies tap the commercial value of microblogging and use microblogging marketing communications, business people have to consider the issue.