论网络营销中的卖萌式策略 ——以淘宝网为例

重庆交通大学学报（社会科学版） ›› 2015, Vol. 15 ›› Issue (1): 52-55.

论网络营销中的卖萌式策略 ——以淘宝网为例

郭芳1，张志强2

1.黎明职业大学经济管理学院，福建泉州 362021；2.华侨大学文学院，福建泉州 362021

收稿日期:2014-06-27 修回日期:2014-06-30 出版日期:2015-02-28 发布日期:2015-02-28
作者简介:郭芳（1983-），女，黎明职业大学经济管理学院讲师，硕士，研究方向：网络经济；张志强（1963-），华侨大学文学院新闻传播系实验师，研究方向：网络传播与网络文化。
基金资助:
泉州市社会科学基金项目“基于文化同源性的泉台创意经济合作研究”（2013H17）

Strategy of “Acting Cute” in the Network Marketing --Taking Taobao as a Case

GUO Fang1, ZHANG Zhiqiang2

1.School of Economics and Management, Liming Vocational University, Quanzhou, Fujian 362021, China； 2.College of Liberal Arts, Huaqiao University, Quanzhou, Fujian 362021, China

Received:2014-06-27 Revised:2014-06-30 Online:2015-02-28 Published:2015-02-28

摘要/Abstract

摘要： ：卖萌式营销是将卖萌策略运用到虚拟空间中的一种新营销手段。近年来，形式新颖的卖萌式营销受到了广大网民的青睐。以淘宝网为例，制造“萌点”的方式可以从店铺的设计、文案创作、客服和售后着眼，在社会化营销的大环境中，多平台整合营销成为淘宝卖萌式营销延伸出去的关键；同时要看到，卖萌式营销有一定的适用范围，其市场偏向于年轻群体，不能在所有商品或品牌中照搬。

关键词: 虚拟空间, 卖萌式营销, 淘宝网, 网络营销

Abstract: “Acting Cute Marketing” is a new marketing method that applies “acting cute” to virtual space. “Acting Cute Marketing” has become a criterion because of its innovative form recently and been well received by overseas netizens especially in virtual space. Taking Taobao as a case, making “cute point” needs to focus on shop designs, creation of copywriting, customer service and aftersales that makes “cute” throughout each aspect in Taobao stores. Multiplatform integrated marketing is a key to extending Taobaos “Acting Cute Marketing” in such social media marketing atmosphere. However, we should also see it just as a means and “Acting Cute Marketing” has definite range of applying which marketing is biased towards young market and doesnt apply to every goods or brand.

Key words: virtual space, acting cute marketing, Taobao, network marketing

郭芳1，张志强2. 论网络营销中的卖萌式策略 ——以淘宝网为例[J]. 重庆交通大学学报（社会科学版）, 2015, 15(1): 52-55.

GUO Fang1, ZHANG Zhiqiang2. Strategy of “Acting Cute” in the Network Marketing --Taking Taobao as a Case[J]. , 2015, 15(1): 52-55.