VANCL微博营销案例研究

VANCL微博营销案例研究

[摘要] 近年来，互联网迅速发展，新媒体异军突起，在传递商品信息中发挥着

越来越重要的作用，也对市场营销方式有重大影响。做微博营销有句话叫“先微博，后营销”，而在“内容为王”的时代，内容决定了微博的价值，体现品牌高度，展现品牌形象。随着微博的使用人群的日益增多，越来越多的电商相继加入到微博营销的行列，其中也不乏有行业佼佼者，他们在微博的平台上占据了品牌优势，他们是如何进行微博营销的?本文以凡客诚品为例，通过对凡客诚品微博营销案例的探析，了解凡客诚品施行的营销策略的特色及成功之处；小结凡客存在的不足之处。对企业进行微博营销带来一些启示。

[关键词] 凡客诚品 微博营销 案例研究 启示

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VANCL's Micro-blog Marketing Case Studies

[Abstract] In recent years, with rapid development of Internet, the sudden emergence of

new media, play more and more important role in the transfer of goods information and also have a significant impact to marketing. there is a sentence describe the microblog marketing \determines the value of microblogging, reflecting the brand height to show the brand image. With the increasing number of the use of microblogging, more and more electricity providers have joined the microblogging marketing, some of them lead in their industry, they take a advantage of the brand on the microblogging, how do they microblogging marketing? with the analysis of the sample of VANCL ,realizing the marketing strategy characteristics and success;Summary shortcomings the VANCL in the end of the article. With the enterprise microblogging marketing bring some enlightenment.

[Key words] VANCL Micro-blog Marketing Case Studies Revelation

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目 录

第一章 引言......................................................... 1 第二章 微博及微博营销现状 ......................................... 2

2.1 微博的发展现状及未来趋势 .................................. 2

2.1.1 微博的发展现状 ....................................... 2 2.1.2 微博的未来趋势 ....................................... 2 2.2 服装行业的微博营销现状 .................................... 3 第三章 凡客诚品的微博营销 ......................................... 5

3.1 凡客诚品的微博营销现状 .................................... 5

3.1.1凡客诚品微博 .......................................... 5 3.1.2凡客诚品当前的微博营销现状 ........................... 6 3.2 凡客诚品微博营销的定位 .................................... 8 3.3 凡客诚品的微博营销受众 ................................... 10 3.4 凡客诚品的微博营销策略 ................................... 12 3.5 举例说明凡客诚品的微博营销的成功之处 .................... 14 第四章 凡客诚品微博营销策略中存在的问题及对策 ................... 17

4.1 凡客诚品微博营销存在的问题 ............................... 17 4.2 凡客诚品解决问题的对策 ................................... 17 第五章 凡客诚品带来的启示 ........................................ 19 第六章 总结 ....................................................... 20 致谢语 ............................................................ 21 参考文献 .......................................................... 22

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