摘 要

在2013年，我们的朋友圈充斥的都是订阅号或是有关于营销的内容，而在2014年微商越来越火，但伴随而来的问题也越来越多也越来越严重，尤其是信任问题、营销方式的问题、消费者权益维护的问题等。微商的长远和健康发展需要深入的对微商营销的问题进行研究。通过文献资料和问卷调查，分析了微商的发展模式、历程和营销流程，研究了微商营销的宏观和微观层面，对微商进行了SWOT分析，依据调查数据提出了微商营销的对策建议。

本文主要的结论如下：（1）微商存在产品质量的不达标，售后服务无保障，各类制假软件，恶意刷屏，无第三方的保障等问题，人们对微商的了解度和信任度都低；（2）人们对微商的产品质量，售后保障，服务质量，支付方式很是关注，从产品营销方面，微商们一定要卖有质量的产品，完善售后服务，提高服务质量，丰富商品种类，做到 诚信交易，绝不卖假货；（3）促销方面可以多使用软文信息，学会恰当的广告发布，和粉丝开展互动交流，提供多样化的支付方式等等。

关键词：微商；营销；SWOT分析；

Research on Marketing Strategies of Derivative

ABSTRACT

In 2013, our circle of friends are flooded subscription number or about content marketing, and in 2014 more and more fire derivative, but accompanied by more and more problems that are more serious, in particular, the issue of trust, the problem of marketing, and the maintenance of consumer’s rights and interests . Long-term and healthy development of derivative require in-depth research of problem of derivative marketing . Through literature and questionnaires, analyze the derivative model of development, process and marketing processes, marketing research of the derivative macro and micro levels, to carry out a SWOT analysis of the derivative, according to the survey data put forward some suggestions about derivative marketing .

The main conclusions are as follows: (1) the existence of the derivative is not up to the quality of products, service and insecurity, all kinds of counterfeit software, malicious scraper, no third-party security and other issues, people's understanding of the micro and trust degree are low; (2) people are pay attention to the quality of product, after-sales support, quality of service,and pay attention to the way it is, from product marketing, micro-makers must sell quality products, improve service, improve service quality,and rich types of goods, so that the integrity of the transaction, not the sale of counterfeits; (3) sales promotion can make more use of soft paper information, learn proper advertising, and often communication with fans, offers a variety of payment methods, etc.

Key words : Derivative；Marketing；SWOT analysis；

目录

1 绪论 - 1 -

1.1 研究背景 - 1 -

1.2研究目的及意义 - 1 -

1.3研究现状 - 1 -

1.4研究内容和方法 - 2 -

2微商的模式、发展和营销流程 - 4 -

2.1微商的内涵界定 - 4 -

2.2微商的三类模式 - 4 -

2.3微商的发展历程 - 4 -

2.4微商营销流程 - 5 -

3 微商营销存在的主要问题分析 - 6 -

3.1 宏观层面分析 - 6 -

3.1.1 信息的不对称 - 6 -

3.1.2 不完善的市场规范制度和管理 - 7 -

3.2 微观层面分析 - 7 -

3.2.1 诚信问题 - 7 -

3.2.2 销售方式 - 8 -

3.2.3 微商购物次数 - 12 -

4 微商的SWOT分析 - 14 -

4.1微商的优势分析 - 14 -

4.2 微商的劣势分析 - 15 -

4.3 微商的机会分析 - 16 -

4.4微商的威胁分析 - 16 -

5微商营销的对策建议 - 17 -

5.1 开展高质量的调查 - 17 -

5.2 货源管理 - 17 -

5.3熟悉产品 - 18 -

5.4营销方式 - 18 -

5.5促销方式的选择 - 19 -

5.6潜在客户的培养 - 20 -

5.7支付方式的选择 - 20 -

5.8售后服务 - 21 -

5.9营销建议小结 - 21 -

结论 - 24 -

致谢 - 25 -

参考文献 - 26 -

附录A:微商营销影响因素问卷调查过程 - 27 -

1 问卷设计 - 27 -

2 问卷的发放和回收 - 27 -

3微商营销影响因素调查问卷 - 27 -