文档介绍：广东海洋大学
本科毕业论文
题目：北京银曼企业旗下凡茜微博营销策略研究
论文完成日期 2012年 6月17日
学 生 姓 名：王聪
专 业：电子商务
班 级－学 号：16
指 导 教 师：李莉
评 阅 人：李莉
2012年 6月17日
艺术与信息工程学院2014届本科毕业论文
摘 要
企业微博营销源于微博的兴起和日渐盛行。自2010 年以来，微博在国内发展迅速，成为继博客、社交网站之后又一重要的交流平台。同时，新浪、搜狐、腾讯等各大门户网站也都大力布局微博。它不仅为人们进行更快捷便利的沟通搭建了前所未有的平台，同时也创造了在很多方面优于现有媒体的营销平台。传统的营销方式往往跟不上时代的发展，微博的出现和发展已经促使一种全新的新媒体营销方式出现，那就是微博营销。
微博成为B2C企业营销的新工具，相比较传统营销方式而言，微博营销可以更快速地帮助企业建立起顾客忠诚度， 因此微博将成为B2C企业重要的战场。但是新事物的出现也必将带来新的挑战。
基于此，本文从微博营销角度出发，首先分析了B2C企业微博营销的理论依据及 发展状况，其次结合凡茜品牌案例，对B2C企业微博营销进行调查，并做SWOT分析，最后从目标市场定位、市场目标选择、营销传播、营销手段等方面，对 B2C企业微博营销提出相应的对策和建议。
关键字：B2C；微博营销策略；PRAC法则；SWOT分析；凡茜品牌分析
艺术与信息工程学院2014届本科毕业论文
Abstract
Enterprise microblogging marketing stems from the rise and growing popularity of microblogging. Since 2010, microblogging in the country has developed rapidly to become another important platform for following the blog, social networking sites. At the same time, Sina, Sohu, Tencent and other major portals to vigorously layout microblogging. It is not only more efficient and convenient communication for people to build an unprecedented platform, but also created a marketing platform in many ways superior to the existing media. The traditional methods of marketing are often behind the times, the emergence and development of micro-Bo has prompted a new media marketing, that is, the microblogging marketing.
With microblogging into view and integrated into the daily life, microblogging B2C business marketing tool. Compared to traditional marketing methods, the microblogging marketing can be more quickly to help businesses establish customer loyalty, microblogging B2C business will become an important battlefield. But the emergence of new things and will also bring new challenges.
Starting from the marketing point of microblogging, first analyzes the theoretical basis and development of the B2C business microblogging marketing, followed by a case microblogging marketing B2