随着新浪推出新浪微博这一产品,微博逐渐走入人们的视野,随之而来的就是微博营销。中国许多商家开始注意到了新浪微博这一平台的优势,想运用这个平台打破传统的影响模式,取得收益。其中一个成功的例子就是凡客诚品,凡客诚品通过微博营销这个渠道积极进行推广,对自身的产品进行宣传,获得了巨大的成功。直到现在还有许多企业没有开发微博营销这一新兴的营销渠道。本文通过分析微博营销所产生的大背景,指出凡客诚品通过大力开展口碑营销、策划品牌影响活动提升知名度、邀请名人提升企业层次等营销手段;借助微博营销的手段开拓自身的市场。希望本文能够对其他企业运用微博营销这一渠道提供一定的参考和借鉴价值。 With Sina launched Sina Weibo this product, microblogging gradually into people’s perspective, followed by the microblogging marketing. Many Chinese businessmen began to notice the advantage of Sina Weibo platform, and wanted to use this platform to break the traditional impact model and make profits. One of the successful examples is where guest Eslite, where guest Eslite through microblogging marketing this channel actively promote the publicity of their own products, has been a huge success. Until now there are many companies have not developed microblogging marketing this emerging marketing channels. This article analyzes the background of the microblogging marketing, and points out that Vanke through marketing vigorously carry out word of mouth, planning brand influence activities to enhance awareness, invite celebrities to upgrade the business level marketing tools; with the help of microblogging marketing to develop their own markets. I hope this article can provide some reference and reference value to other enterprises through the channel of Weibo marketing.