市场营销-社交电商的营销模式研究---以微信中的个人微商为例论文VIP专享VIP免费

AbstractIn recent years , " social + e-commerce " has created a win-win situation of 1+ 1>2,which has promoted the commercial transformation of e-commerce. WeChat shopping breaks for people's consumption concepts. Chinese people enjoy the benefits brought by the development of social e-commerce. The success of WeChat is inseparable from its advancing marketing methods. This paper will take the individual we-chat business in the social platform WeChat as the research subject to explore the marketing mode of social e-commerce, as well as the opportunities and challenges brought by the marketing process.This article adopts the methods of literature review, observation, questionnaire survey and looking up the relevant official data to analyze the marketing model of WeChat business based on word-of-mouth marketing, interactive marketing, and emotional marketing, and uses examples to show the current marketing methods of WeChat business. The whole process that consumers can participate in marketing is the biggest difference between social e-commerce and traditional e-commerce. Based on the marketing model of WeChat business, we issue a questionnaire for further research to analyze whether the marketing model of WeChat business will affect consumers' purchasing behavior and marketing effectiveness. It is concluded that the reputation of WeChat business and product quality are important factors affecting shopping behavior. As well as in the transaction of goods quality is not qualified, delivery is not timely, cannot return goods and other problems. Then it analyzes the problems existing in we-chat business marketing, and finds that there are such problems as personal information leakage, the prevalence of fake and inferi...