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.

摘要： 本文基于产品的实用性和享乐性分类视角，按照内容将企业微博互动策略分为社会性和任务导向型两种类型，并以此为依据对企业微博互动策略进行内容分析，探究不同产品类别的企业微博互动策略效果。研究表明，实用性产品和享乐性产品在企业微博互动内容策略及效果上存在差异，以此为企业有效开展微博营销提供理论依据与实践参考。