微博诞生的4年以来,运营的策略和模式日益成熟,从最初摸爬滚打、误打误撞的探索状态,已经向着理性和成熟的方向迈进,建立了—套相对成熟的营销体系,但也由此产生了的官微运营同质化的问题。但其中也不乏一些优秀的个例,突破了以往常见的运营模式,在双V(微博、微信)时代做出了营销策略的突破。康师傅品牌旗下的香辣牛肉面即是很好的个案代表,它首次尝试卡通化的拟人定位,同时为辅助传播建立了卡通账号矩阵:卤蛋和香肠 Since the birth of Weibo in the past four years, the strategy and mode of operation has become more and more mature. From the initial exploration and mistaken exploration, it has moved in a rational and mature direction and established a set of relatively mature marketing system, But it also resulted in the problem of homogeneity of government micro-operations. However, there are also some outstanding examples that broke through the common operation mode in the past and made a breakthrough in marketing strategy in the double V (Weibo, WeChat) era. Master Spicy beef noodles under the brand name is a very good representative of the case. It is the first attempt at cartoonized anthropomorphic positioning, and at the same time it has established a cartoon account matrix for supporting communication: