微博平台高集聚度的受众群及分众度极高的传播特点,吸引许多企业开设企业微博。但是,能真正有效发挥微博作用的企业并不多。本文在对星巴克的官方微博“星巴克中国”文字、表达方式、视觉设计等内容进行研究的基础上,把星巴克的微博与联想的官方微博做对比,试图探讨星巴克的新媒体运营的经验与不足,以给企业的微博运营提供有益的参考。 Weibo platform high concentration of the audience and the spread of high degree of publicity characteristics, to attract many companies to set up business microblogging. However, there are not many enterprises that can effectively play the role of microblogging. Based on the study of Starbucks’s official Weibo “Starbucks China ” texts, expressions, visual design and other content, this article compares Starbucks Weibo with Lenovo’s official Weibo to explore Starbucks new media operations Experience and deficiencies in order to provide a useful reference microblogging operations.