C2C微商的营销及传播模式研究.docVIP

PAGE PAGE 21 C2C微商的营销及传播模式研究 摘要：2015年微商发展势头迅猛，朋友圈中个人对个人的微商模式（即C2C微商）已成为移动购物时代最常见的形式。C2C微商不仅拉动了就业，也刺激了消费，对我国经济增长有重要的意义。C2C微商作为一种新的商业形式也带来了新的问题，比如三无产品泛滥、维权难等，但这些依然阻挡不了C2C微商的发展前景。这种现象的出现及C2C微商未来的出路都值得做进一步的研究，因此本文通过文献研究、案例分析等方法，重点研究使C2C微商大放异彩的营销及传播模式，并对个案进行分析得出结论。通过研究，发现目前绝大多数C2C微商主要通过招收代理和病毒式营销来获利，产品并没有完全到达消费者手中，因此亟需法律对C2C微商进行约束，并通过品牌的力量来形成更加安全可靠的购物平台。 关键词：C2C微商、无团队不微商、病毒式营销、品牌的力量 The research of C2C Wechat Business of marketing and communication mode Abstract: WeChat Business booming in 2015, in the circle of friends ，Consumer To Consumer WeChat Business model (that is, C2C WeChat Business ) has become the most common form of mobile shopping era. C2C Wechat Business not only boost the employment, but also stimulate the consumption. C2C Wechat Business has an important significance for our countrys economic growth. C2C Wechat Business, as a new form of business has brought new problems, such as 3 without the product, and hard to maintain consumer rights, but they still could not prevent the development of C2C Wechat Business prospects. The emergence of this phenomenon, and the future of C2C Wechat Business is worthy of further research, this article through the literature research, case analysis and other methods, focus on marketing and propagation model of C2C Wechat Business to shine, and analyze the case came to the conclusion. Through research, found that the vast majority of C2C Wechat Business currently main profit through recruiting agents and viral marketing, products are not fully reach consumers hands, so need legal constraints on C2C Wechat Business, and through the power of the brand to create a more secure and reliable shopping platform. Keywords: C2C Wechat Business 、no team no WeChat business 、viral marketing 、the power of the brand 一、 前言 （一） 选题依据 截至2014年12月的我国互联网用户统计数据显示“中国拥有6.3亿互联网用户，其中包括5.27亿通过移动端上网的用户，12亿手机用户，5亿微博、微信用户”。从以上数据可以看出，在Web3.0时代，微信已经占领了人们的手机等移动设备，成为人们生活中必不可少的一部分。据企鹅智酷与中国信息通讯研究院政策与经济研究所发布的首份《微信平台数据化研究报告》的相关数据显示，微信的用户群体是非常年轻的，平均每天打开微信10次