Abstract: This article is based on utilitarian and hedonic classification perspective of enterprise products, micro-blogging interactive strategy can be divided into social and task oriented according to the content classification, and on this basis to research the enterprise micro-blogging interactive strategy with the content analysis, to explore the micro-blogging interaction strategy effect based on different product category. The results show that the difference of the utilitarian and hedonic products micro-blogging interaction strategy content distribution and interaction strategy effect. It has practical guiding significance and reference value for enterprises to carry out effective micro-blogging marketing.