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摘要近年来微博这一兼具社交功能和媒体属性的新型网络应用以一种势不可挡的阵仗兴起与发展，正如美国《时代周刊》所言：“微博是地球的脉搏”，于是乎微博营销当仁不让地成为了新时代极为重要的一种网络营销新模式。
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然而，尽管企业们已然意识到微博营销的重要性，并且确实有部分企业尝到了微博营销的甜头，但是仍有更多的企业收效甚微，主要原因包括没有正确把握其在整体营销体系中的地位、缺乏科学的专业理论指导，以及在实践中没有制定出高效完善的营销策略。
本文中提到的凡客诚品，从属于B2C商业零售行业，在被称为“中国微博客发展元年”的2010年，率先进入了微博平台、并开展了大规模的微博营销计划。本毕业论文旨在通过对凡客诚品这一较为成功的微博营销案例进行深入挖掘与合理分析、从而大致总结出凡客诚品的微博营销策略，并希望为其他企业带来一些可借鉴的微博营销启示。6223
关键字：微博；营销策略；凡客诚品
Abstract
Micro blogging new network applications both social functions and media properties in recent years, to the rise and development of an unstoppable parade, just as the United States, "the Times said:" micro-blog is the pulse of the Earth ", Ever micro blogging marketing responsibility and become a vital new era a new model of network marketing.
However, although companies have already realized the importance of micro blogging marketing, and indeed, some enterprises have tasted the micro blogging marketing sweetness, but there are still more companies with little success, mainly including not correctly grasp the whole marketing system the status, the lack of a scientific theory of professional guidance, as well as to improve the efficiency of the marketing strategy did not work out in practice.
Mentioned in this article VANCL, subordinate clothing and network at the same time, the purchase of the two major industries in 2010 is called "the first year of the development of micro blog, the first to enter the micro blogging platform, and to carry out a large-scale micro-Bo marketing plan. This paper aims to dig and reasonable analysis VANCL this more successful micro blogging marketing case, which roughly summarizes the VANCL micro blogging marketing strategies, and some referential micro blogging marketing inspiration for other companies.
Keywords: micro blogging; marketing strategy; VANCL
目录
1 绪论 6
1.1 研究背景 6
1.11 网络对接“微时代” 6
1.12 企业增添“微动力” 7
1.2 文献综述 7
1.21 国外文献综述 7
1.22 国内文献综述 8
1.3 研究目的及意义 8
1.31 研究目的 8
1.32 研究意义 9
1.4 研究方法与创新之处 9
1.41 研究方法 9
1.42创新之处 9
2 微博营销的现状分析 10
2.1 微博营销现状的SWOT分析 10
2.11 优势 10
2.12 劣势 11
2.13 机会 11
2.14 威胁 12
2.2 企业微博营销的现存误区 12
2.21高估其地位 12
2.22夸大其能力 12
2.23急功近利 13
2.24营销策略不得当 13
3 凡客诚品微博营销的策略选择 13
3.1 B2C企业的微博营销现状 13
3.11 B2C行业的微博营销概况 13
3.12 B2C企业的微博营销理想模式 14