摘要随着移动互联网的飞速发展，人们的消费水平也在不断的提升，移动购物也已经成为当今社会的主流，人们交易的形态发生巨大的转型。不管个人、商家、企业都逐渐的拓宽销售渠道，逐渐的转向线上渠道，利用互联网快捷、方便、传播快的特点快速的营销，增加产品的销量，快速占领市场。因此，移动购物APP未来的潜力非常大，科学的制定营销策略，是当今移动电商时代营销领域研究的重要内容。云集微店是以共享经济新的模式理念，通过分享经济新模式实现转型的网商企业。论文主要以云集微店为研究对象，对其进行网络营销策略的研究，以网络营销系列理论为基础，通过对云集微店现有的营销策略的现状和宏观与微观的分析，指出云集微店现目前网络营销策略的不足，论文从多方面分析并提出云集微店的网络营销优化策略，并对优化效果进行了分析。论文研究能够有效地识别、评估与应对市场竞争，提高云集微店在电商行业的竞争力，占据更多的市场份额。并且可以为移动互联网网络营销策略提供一定的借鉴，有利于电商行业探索新的网络营销思路。关键词：云集微店；营销策略；网络营销；移动电商ABSTRACTWiththerapiddevelopmentofmobileinternet,people'sconsumptionlevelisalsoconstantlyimproving,mobileshoppinghasbecomethemainstreamoftoday'ssociety,andpeople’stransactionpatternshaveundergonetremendoustransformation.Individuals,businessesandenterprisesaregraduallybroadeningtheirsaleschannels,graduallyturningtoonlinechannels,andusingthecharacteristicsoftheInternetfast,convenientandfastdisseminationofrapidmarketing,increasingproductsales,quicklyoccupyingthemarket.Therefore,mobileshoppingAPPhasgreatpotentialinthefuture.Scientificmarketingstrategyisanimportantpartofmarketingresearchintheeraofmobilee-commerce.Clustermicrostoreisanonlinebusinessenterprisethatrealizesthetransformationbysharingtheneweconomicmodelconceptandsharingtheneweconomicmodel.Basedonthetheoryofnetworkmarketingseries,throughtheanalysisofthecurrentsituationandmacroandmicroaspectsoftheexistingmarketingstrategiesofcloudmicro-stores,thepaperpointsouttheshortcomingsofthecurrentnetworkmarketingstrategiesofcloudmicro-stores,andputsforwardthenetworkmarketingoptimizationstrategiesofcloudmicro-storesfromvariousaspects.Thechemicaleffectwasanalyzed.Thepaperresearchcaneffectivelyidentify,evaluateandrespondtomarketcompetition,improvethecompetitivenessofmicrostoresinthebusinesssector,andoccupymoremarketshare.AnditcanprovidesomereferenceforthemobileInternetnetworkmarketingstrategy,andhelpthee-commerceindustrytoexplorenewnetworkmarketingideas.Keywords:Gatheringshop;marketingstrategy;networkmarketing;Mobilee-commerce目录一、绪论......................................................................1（一）研究背景......................................................................................................................1（二）研究现状......................................................................................................................21.国外研究现状.......................................................................................................................22.国内研究现状.......................................................................................................................2二、营销相关理论基础..........................................................4（一）移动电子商务与网络营销理论...................................................................................41.移动电子商务理论.........................................................................................................
