摘要:隨著互聯網技術的不斷升級，微博正逐漸成為企業開展營銷溝通的新型方式。這一新型的營銷手段對于企業建樹品牌、推廣產品、市場調研、與客戶零距離接觸、隨時掌握第一手信息，發揮了獨特的作用。中糧集團在微博營銷領域不僅是搶先邁出了一腳而且取得了卓越的成績，對其他企業的營銷戰術起著重要的借鑒作用。

　　　本文從“分析”和“策略”兩個層面，來分析中糧集團的微博營銷，中糧集團作為老牌央企在新一輪的營銷戰中能夠出奇制勝，首先得力于與新浪微博的合作；其次，在開展微博營銷的過程中，摒棄了傳統的抽獎與轉發的風格，大膽采用設計微博話題，來達到相互溝通的效果。

　　　中糧集團微博營銷的啟示在于，微博的發展速度驚人，企業應當及時抓住新的機遇。同時在微博營銷的過程中，對客戶群的定位和營銷的創新策略相當重要。但是，針對不同的企業，自身的定位和策略制定是不同的，應當按照實際的情況進行調整。

關鍵詞：中糧集團；微博營銷

Abstract:With the continuing escalation of Internet technology, microblogging is becoming enterprises to develop new ways of marketing communications. This new marketing tool for business achievements brands, promote products, market research, with customers up close, first-hand information at any time, played a unique role. COFCO Group microblogging marketing is not only the first to step his foot and achieved excellent results, the marketing tactics of other companies play an important reference. This article from the "analysis" and "strategy" two levels, to analyze the grain marketing microblogging Group, COFCO, as a veteran, the central enterprises in the new round of marketing war to the game, first of all thanks to the cooperation with Sina microblogging ; Secondly, in carrying out the process of marketing, microblogging, abandon the traditional lottery and forward style, bold use of design microblogging topic, to achieve mutual communication of results. The effect of interactive marketing allows consumers in participating in the process of strengthening of brand awareness.

           COFCO is the revelation of marketing microblogging, microblogging astonishing pace of development, the enterprise shall promptly seize new opportunities. However, for different companies, their positioning and strategy are different and should be adjusted according to actual situation. 

Key words: COFCO; microblogging marketing