摘要微商的兴起，为许多创业者带来了巨大的商机，同时对于销售行业也开辟出 一条全新的发展方向。自从 2013 年起到现在，微商经历了迅速崛起的势头，对传 统零售商和传统电商造成了不小的冲击，由于销售模式的不同，微商具有自己独 特的经济意义。然而就在发展势头正旺的时候，微商遇到了空前的危机陷入困局。 本文将从这一背景出发，通过阅读文献资料，对微商在短时间的内快速崛起而如 今却陷入僵局现状的原因进行探析，旨在发现微商光辉与暴利的背后存在的严重 问题。同时，本文还将结合微商的现状以及社会外界的因素对微商的未来发展趋 势做出预测，目的在于使微商行业更加完善。78617

毕业论文关键词 微商 困局分析 解决策略 趋势分析

Title    The reasons of why wechat business left to dilemma and make some analyses of the trend。

Abstract The popular of the wechat business, for many people has brought great business opportunities, while sales for the industry has also opened up a new direction。 Since 2013 until now, we experienced a rapid rise wechat business momentum on traditional retailers and traditional electricity supplier caused an important impact, due to the different sales model, wechat business has its own unique economic significance。 However, just when the momentum is popular, wechat business fall into an unprecedented crisis。 This article on the basis of this background, and the writer by reading literature on the wechat business of the rapid rise in a short while but now the reasons for the current situation of impasse, aimed at discovering serious problems with wechat business shining behind profits exist。 Meanwhile, the paper will be combined with the status and social factors external to the wechat business of the wechat business of the future trends to make predictions, aimed at making the industry more perfect wechat business。

Keywords wechat business analyses of the predicament solution analyses of the trend

目 录

1 引言 6

1。1 研究背景 6

1。2 研究对象及框架 6

1。3 研究意义 7

2 微商概念及发展历程 7

2。1 微商的概念 7

2。2 微商的诞生背景 7

2。3 微商的发展历程 8

3 微商现状及困局的产生 9

3。1 微商的现状 9

3。1。1 微商的现状分析 9

3。1。2 微商的特点 10

3。2 微商困局的产生 11

3。2。1