某化妆品b2c企业微博营销策略设计毕业论文

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1、本科毕业论文北京银曼企业旗下凡茜微博营销策略研究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

2、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AbstractEnterprisemicrobloggingmarketingstemsfromtheriseandgrowingpopularityofmicroblogging.Since2010,microblogginginthec

3、ountryhasdevelopedrapidlytobecomeanotherimportantplatformforfollowingtheblog,socialnetworkingsites.Atthesametime,Sina,Sohu,Tencentandothermajorportalstovigorouslylayoutmicroblogging.Itisnotonlymoreefficientandconvenientcommunicationforpeopletobuildanunprecedentedplatform,butalsocreatedamarket

4、ingplatforminmanywayssuperiortotheexistingmedia.Thetraditionalmethodsofmarketingareoftenbehindthetimes,theemergenceanddevelopmentofmicro-Bohaspromptedanewmediamarketing,thatis,themicrobloggingmarketing.Withmicrobloggingintoviewandintegratedintothedailylife,microbloggingB2Cbusinessmarketingtoo

5、l.Comparedtotraditionalmarketingmethods,themicrobloggingmarketingcanbemorequicklytohelpbusinessesestablishcustomerloyalty,microbloggingB2Cbusinesswillbecomeanimportantbattlefield.Buttheemergenceofnewthingsandwillalsobringnewchallenges.Startingfromthemarketingpointofmicroblogging,firstanalyzes

6、thetheoreticalbasisanddevelopmentoftheB2Cbusinessmicrobloggingmarketing,followedbyacasemicrobloggingmarketingB2CbusinessestoinvestigateanddoaSWOTanalysis,andfinallyfromthetargetmarket.targetmarketselection,marketingcommunications,marketingandotheraspectsofB2Cbusinessmicrobloggingmarketingputf

7、orwardcorrespondingcountermeasuresandsuggestions.KeyWord:B2C;microbloggingmarketingstrategy;PRACLaw;SWOTanalysis;FanxishopBrandanalysis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