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摘要：伴随着科学技术的革新，互联网已成为人类生活中不可或缺的一部分。而微博也为越来越多的人所认识并使用。如今的微博，其火热程度并不亚于当年的社交网站和博客，就在微博受到众人追捧的同时，许多企业也纷纷瞄准了这个绝佳的商机，借助微博营销便利、快捷的特点来进行市场推广，宣传自己的产品和品牌。本文首先介绍了营销模式的概念，以及电子商务环境下的主要营销模式；接着着重分析了微博营销的现状及其发展趋势，并运用SWOT分析法对微博营销进行了分析；最后结合VANCL微博营销的案例深入分析，指出了VANCL在微博营销中的优势、劣势、机会与威胁；并提出三点策略建议：（一）初期确定微博营销的定位，（二）通过自身魅力吸引受众，（三）提高企业微博专业化水平。6410
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关键词： 微博营销；营销模式；VANCL；热点话题
Marketing Model Analysis in E-commerce Environment
——Micro Blog Marketing
Abstract: With the innovation of science and technology, internet has become an indispensable part of human beings’ life. Micro Blog has been known by more and more people, and also it has been used by people. Nowadays, merchants are also targeted the perfect business opportunities that the Micro Blog brings to us as the same time on the Micro Blogs are liked by lots of people, which is as hot as the social networking sites and blogs in the early years. Meanwhile, enterprises always use the Micro Blog’s features of convenient and quick for marketing promotion and promoting their products and brands. First of all, the article introduces several marketing models under the e-commerce environment, and then it describes the status quo of the MicroBlog marketing and the development trend. On the other hand, this article has used the SWOT analysis method to study the Micro Blog marketing. Finally, it discusses the case in depth, and come up with several propose. The article is pointed out the strengths, weaknesses, opportunities and threats in the Micro Blog marketing. And then, I put forward three suggestions: first of all, determine the position of the Micro Blog marketing positioning at the early time; besides, attract the audience by its own charm; last but not least, raise the enterprises’ specialization level on Micro Blog.
Keywords: Micro Blog marketing; Marketing model; VANCL; Hot topic
目 录
一、研究背景 1
二、相关概念综述 2
（一） 营销模式的概念 2
1、 营销模式 2
2、 营销模式的分类 2
3、 电子商务环境下的营销模式 3
（二） 微博营销的概念 5
1、 微博的定义 6
2、 微博营销的概念 6
3、 微博营销的分类 6
4、 微博营销的特点 6
三、微博营销的现状及发展趋势 8
（一） 现状分析 8
（二） 发展趋势 9
四、微博营销的SWOT分析 10
（一） 优势 10
1、 成本低廉 10
2、 具有较强的互动性 10
3、 使用方便，易于推广 10
（二） 劣势 10
1、 人气才是王道 11
2、 具有一定的不稳定性 11
（三） 机会 11
（四） 威胁 11
1、 有效定位 12
2、 与SNS网站的比拼 12
五、案例分析：VANCL的成功营销模式分析 13
（一） 案例介绍 13
1、“凡客体”与名人效应 13