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

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