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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：101-2010045116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AbstractEnterprisemicrobloggingmarketingstemsfromtheriseandgrowingpopularityofmicroblogging.Since2010,microblogginginthecountryhasdevelopedrapidlytobecomeanotherimportantplatformforfollowingtheblog,socialnetworkingsites.Atthesametime,Sina,Sohu,Tencentandothermajorportalstovigorouslylayoutmicroblogging.Itisnotonlymoreefficientandconvenientcommunicationforpeopletobuildanunprecedentedplatform,butalsocreatedamarketingplatforminmanywayssuperiortotheexistingmedia.Thetraditionalmethodsofmarketingareoftenbehindthetimes,theemergenceanddevelopmentofmicro-Bohaspromptedanewmediamarketing,thatis,themicrobloggingmarketing.Withmicrobloggingintoviewandintegratedintothedailylife,microbloggingB2Cbusinessmarketingtool.Comparedtotraditionalmarketingmethods,themicrobloggingmarketingcanbemorequicklytohelpbusinessesestablishcustomerloyalty,microbloggingB2Cbusinesswillbecomeanimportantbattlefield.Buttheemergenceofnewthingsandwillalsobringnewchallenges.Startingfromthemarketingpointofmicroblogging,firstanalyzesthetheoreticalbasisanddevelopmentoftheB2Cbusinessmicrobloggingmarketing,followedbyacasemicrobloggingmarketingB2CbusinessestoinvestigateanddoaSWOTanalysis,andfinallyfromthetargetmarket.targetmarketselection,marketingcommunications,marketingandotheraspectsofB2Cbusinessmicrobloggingmarketingputforwardcorrespondingcountermeasuresandsuggestions.KeyWord:B2C;microbloggingmarketingstrategy;PRACLaw;SWOTanalysis;FanxishopBrandanalysis艺术与信息工程学院2014届本科毕业论文目录前言................................................................................................................................1第一章B2C企业微博营销理论概述.........................................................................21.1B2C网络营销概述....................................................................................................................21.2网络营销概念............................................................................................................................21.3PRAC法则.................................................................................................................................21.3.1PRAC法则原理..................................................................................................................21.3.2PRAC法则作用..................................................................................................................21.4微博与微博营销........................................................................................................................21.4.1微博......................................................................................................................................21.4.2微博营销..............................................................................................................................31.4.3微博营销的信息传播特点..................................................................................................41.4.4微博营销的价值..................................................................................................................5第二章北京银曼企业旗下凡茜微博营销的现状.....................................................62.1凡茜微博营销............................................................................................................................62.1.1“凡茜成长计划”..................................................................................................................62.2.2“我要当选凡茜女孩”..........................................................................................................62.2.3凡茜营销现状.....................................................................................................................62.2凡茜微博PRAC法则营销.......................................................................................................6第三章凡茜品牌微博营销SWOT分析...................................................................73.1凡茜品牌微博营销的内部环境分析........................................................................................73.1.1优势分析.............................................................................................................................73.1.2劣势分析.............................................................................................................................73.2凡茜品牌微博营销的外部环境分析........................................................................................83.2.1机遇分析.............................................................................................................................83.2.2威胁分析..............