摘要:如今的社会，互联网已经于人们的生活息息相关，淘宝的成立掀起了全名网购的热潮，因为其方便快捷，网购逐渐成为了人们主要的消费模式之一，电子商务改变了人们的生活，改变了人们的购物习惯。面对庞大的消费群体，各种网上购物综合性网站开始创立，例如京东、凡客、拍拍等。新兴企业如何在这种竞争激烈的情况下立足，一种新的电子商务模式渐渐走红，即垂直网站。垂直网站就是集中于某个特定领域或者特殊的需求，提供这个领域全部深度的信息和服务。蘑菇街便是垂直网站的典型案例。蘑菇街才成立的短短两年，但发展速度很快，注册用户已达到950万。蘑菇街的成功靠的就是它出色的整合营销。

　　　本文通过对蘑菇街的调查研究，分析了蘑菇街的整合营销策略，并对针对中国垂直网站企业提出了保证网站内容高质、吸引用户参与、采取出色的整合营销策略这三点垂直网站成功的条件与要求。

关键词：垂直网站  蘑菇街  整合营销

ABSTRACT:Today's society, the Internet has on people's lives, Taobao established off a full name online shopping boom, because of its convenient, online shopping has become a people mainly consumption modes, e-commerce has changed people's lives, changing the people's shopping habits. With such a huge consumer groups, various online shopping starts comprehensive website creation, such as Jingdong, where passengers, pat. How companies in this emerging competitive foothold case, a new e-commerce model gradually became popular, that vertical sites. Vertical sites that focus on a particular area or specific needs, providing all of the depth of the field of information and services. Mushroom Street is a typical case of vertical sites. Mushroom Street was founded just two years, but the development of fast, registered users has reached 9.5 million. Mushroom Street's success is that it relies excellent integrated marketing. 

　　　Based on the mushroom Street research, analyzes mushroom Street integrated marketing strategy, and vertical portals for Chinese enterprises proposed to ensure high-quality content to attract users to participate, to take this excellent integrated marketing strategy success three vertical sites conditions and requirements.

Keywords：Vertical sites；Mushroom Street；Integrated Marketing