“微传播”时代微商群体的微信营销研究

发布时间：2018-02-28 11:17

本文关键词： 微传播微商微信营销　出处：《吉林大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着移动互联网以及移动社交平台的发展,微传播时代到来。一种通过移动社交平台,利用社交方式自主创业的新商业经济模式移动电商逐步崛起,即依托于微信的完善和普及,微商作为一个新兴行业异军突起。从2013年兴起至今,微商市场不断壮大,行业从业人员不断激增,迎来了“人人分享,全民皆商”的井喷式发展,截至2016年底微商从业人员将近3000万,创造交易额达五千亿元,在全国电子商务中比重迅速提升,带来了一定程度的商业变革,同时也实实在在的影响着我国经济的发展。微商创业问题备受社会各界的关注。但作为新兴业态由于发展过快且一直处于无人监管状态,在其飞速发展的同时也无法避免的出现了很多行业乱象,对此国家相关监管部门开始注意这个市场。日前国家工商总局也开始对微商表态:包容监管、鼓励创新。以及央视新闻频道对微商的正面报道,极大的肯定了微商创造的社会价值,体现了国家对微商行业的关注和期待。经过几年的市场发展,微商不断的净化与进化,优胜劣汰,从起初的野蛮生长到开始重视产品质量,从忽略诚信发展到推崇诚信,逐渐进入一个规范期。但在移动互联技术不断更迭,信息爆炸,市场急剧变化的环境下,微商群体急需转型走向正规化、专业化,集团产业化运营才能保持健康生态适应经济社会发展要求。这也是本文的落脚点,本文将结合市场营销,信息传播、网络通信技术、社会心理学等学科理论,针对目前微商的市场行情、发展趋势,对这种通过分享裂变产生品牌传播及产品营销的分享经济在微信领域的营销传播进行研究。综合微信营销的优势,基于一定的商业逻辑和营销传播规律上的推演,探究微商群体在实际营销传播中品牌建设、操盘运营、团队管理、销售招商等营销传播策略,并试图预测转型新微商的发展趋势,为未来更多的微商创业人群提供相关参考。
[Abstract]:With the development of mobile Internet and mobile social platform, the era of microcommunication is coming. That is, relying on the perfection and popularization of WeChat, as a new and emerging industry, since 2013, the market of micro-merchants has been growing, and the number of employees in the industry has been increasing rapidly, which has ushered in the blowout development of "everyone shares, all people are merchants". As of end of 2016, the number of employees engaged in microcommerce was nearly 30 million, and the volume of transactions created amounted to 500 billion yuan. The proportion of e-commerce in the country rose rapidly and brought about a certain degree of commercial change. At the same time, it also has a real impact on the economic development of our country. The issue of micro-business entrepreneurship has attracted the attention of all walks of life in the society. However, as a new business form, it has been in an unsupervised state because of its rapid development. At the same time of its rapid development, a lot of industry chaos has inevitably appeared. In view of this, the relevant state regulatory authorities began to pay attention to this market. A few days ago, the State Administration of Industry and Commerce also began to express its position to the micro-businessmen: inclusive supervision, Encouraging innovation. As well as CCTV News Channel's positive report on the derivative business, it greatly affirms the social value created by the derivative business, and reflects the state's concern and expectation for the derivative business industry. After several years of market development, the derivative business has been constantly purifying and evolving. The survival of the fittest from the beginning of the barbaric growth to begin to attach importance to product quality, from ignoring integrity to promoting integrity, gradually into a standard period. But in the mobile interconnection technology constantly changing, information explosion, the market changes dramatically environment, In order to maintain healthy ecology and adapt to the demands of economic and social development, the group needs to transform to formalization, specialization and industrialization. This is also the foothold of this paper. This paper will combine marketing, information dissemination, network communication technology, Social psychology and other discipline theories, aiming at the current market situation and development trend of micro merchants, This paper studies the marketing communication in WeChat field of this sharing economy which produces brand communication and product marketing through sharing fission. Synthesizing the advantages of WeChat marketing, based on certain commercial logic and the deduction of marketing communication law, This paper probes into the marketing communication strategies of the group of microquotients in the actual marketing communication, such as brand construction, operation, team management, and sales promotion, and tries to predict the development trend of the new micro quotient in order to provide relevant reference for more micro-business entrepreneurs in the future.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F724.6;F274;G206

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