本文選題：微商 + 微商代理制��； 參考：《首都經(jīng)濟(jì)貿(mào)易大學(xué)》2016年碩士論文

【摘要】：微商是一種基于微信公共號(hào)和微信朋友圈的社會(huì)化移動(dòng)電商模式,最近幾年來,微商的發(fā)展勢頭相當(dāng)兇猛,很多人主動(dòng)或者被動(dòng)的踏入微商行業(yè)爭取分得一杯羹。微商涉及的產(chǎn)品比較多樣化,涉及人群廣,利用社交網(wǎng)絡(luò)覆蓋購買群體的社交網(wǎng)絡(luò),為一大批的微商商家?guī)砩虣C(jī)從而謀取利益。伴隨著微信的普及,致使很多的商家變成了微商戶,推動(dòng)了微商的發(fā)展。就目前而言,越來越多的人使用智能手機(jī)和微信,微商儼然已經(jīng)躋身成了移動(dòng)電子商務(wù)發(fā)展的先驅(qū)和領(lǐng)袖,同時(shí)更據(jù)有了與電子移動(dòng)電子商務(wù)以及傳統(tǒng)的零售行業(yè)一決高低的能力。與此同時(shí),微商的無序擴(kuò)張也引發(fā)了一些質(zhì)疑:商品的質(zhì)量如何保證、經(jīng)銷渠道如何合法化、商家的信用從何而來,售后服務(wù)如何保障等。因此,針對(duì)這種現(xiàn)狀,本文將重點(diǎn)從微商銷售隊(duì)伍的管理方面入手,意圖為微商行業(yè)的健康發(fā)展提供一條指導(dǎo)思路。本文首先從微商的概念切入,再引出代理制和銷售隊(duì)伍管理的概念,接著闡述微商的發(fā)展現(xiàn)狀并預(yù)測微商未來的發(fā)展趨勢,進(jìn)而選取分別代表傳統(tǒng)營銷模式、代理制營銷模式和微商營銷模式的三個(gè)案例進(jìn)行分析,找出微商代理制經(jīng)營模式存在的弊端,總結(jié)對(duì)微商代理制下銷售團(tuán)隊(duì)的管理的經(jīng)驗(yàn),得出微商銷售團(tuán)隊(duì)如何有效管理的結(jié)論。新事物的出現(xiàn)代表著社會(huì)是不斷進(jìn)步的,新事物成長過程中出現(xiàn)一些問題也是必然。對(duì)于微商來講,其應(yīng)該獲得更多的引導(dǎo)以實(shí)現(xiàn)健康發(fā)展。
[Abstract]:Derivative is a kind of socialized mobile e-commerce model based on WeChat public horn and WeChat friends circle. In recent years, the development of derivative quotient is very ferocious, and many people actively or passively step into the micro-business industry to get a share of it. The products involved in the micro-business are diversified, involving a wide range of people, the use of social networks to cover the purchase group of social networks, for a large number of small merchants to bring business opportunities and seek benefits. With the popularity of WeChat, many businesses become micro-merchants, promoting the development of micro-merchants. For now, with more and more people using smartphones and WeChat, microcommerce has become a pioneer and leader in mobile e-commerce. At the same time it has the ability to compete with e-mobile e-commerce and the traditional retail industry. At the same time, the disorderly expansion of micro-business also raises some questions: how to guarantee the quality of goods, how to legalize distribution channels, where the credit of merchants comes from, how to ensure after-sales service, and so on. Therefore, in view of this situation, this paper will focus on the management of derivative sales team, with the intention of providing a guiding idea for the healthy development of the derivative industry. This paper begins with the concept of derivative, then introduces the concepts of agency system and sales force management, and then expounds the current situation of the development of derivative and forecasts the future development trend of derivative, and then selects the representative of traditional marketing mode. Through the analysis of three cases of agency marketing model and micro-business marketing mode, the author finds out the disadvantages of the micro-business agency management model, and summarizes the experience of the management of sales team under the derivative agency system. Come to the conclusion of how to manage the sales team effectively. The emergence of new things represents the continuous progress of society, and some problems in the growth of new things are inevitable. For the derivative, it should get more guidance to achieve healthy development.
【學(xué)位授予單位】：首都經(jīng)濟(jì)貿(mào)易大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類號(hào)】：F724.6

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