基于案例分析法的精准营销实施流程探究及其应用近年来，随着信息技术的发展，建立在网络和信息技术基础上的精准营销模式将是企业营销发展的方向。本文通过对精准营销的文献研究发现了在精准营销实施流程方面的研究欠缺，然后运用案例研究方法，对美国第一资本投资国际集团、中国太平洋保险公司的多案例分析，探索出精准营销实施流程模型。最后通过分析新浪微博特点，根据所探究的模型和自己的分析得出新浪微博精准营销实施流程，希望借此能够为企业精准营销的实施提供一些有益的参考和借鉴。
【关 键 词】精准营销；微博；新浪
Based on case analysis to explore implementation process and its application of precision marketing
【Abstract】 In recent years, with the development of information technology, precision marketing model based of network and IT will be the direction of the development of corporate marketing. I found a lack of implementation process in precision marketing through the precise marketing study,then using multiple case studies of Capital One investment Company and China Pacific Insurance Company to explore implementation process model of the precision marketing. And then through the analysis of Sina micro-Bott point,giving some precise marketing implementation suggestions according to the model of inquiry and my own analysis. I hope I can take this to provide some useful reference for the implementation of corporate precision marketing
【Key words】Precision Marketing; microblogging; Sina
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