摘要自2008年淘宝、京东等电网迅速发展起来后，一些人基于电商的缺点以及对于开店的严格限制，开始探索新的销售途径，即通过微信等社交平台，面向社交群对象宣传与销售产品，这种销售方式在于买卖双方具有一定的联系，相对完全淘宝销售关系，朋友间更容易产生信赖，即使产品出现问题，也比较容易沟通解决。这种通过微信朋友圈销售的方式又称为微商。微商在具有良好的发展前景的同时，也存在一些典型的问题，如卖方运营方式混乱，绩效考核困难等，这影响到消费者对于微商的整体影响，也影响到微商的自身发展。基于微商良好的发展前景以及当前存在的问题，本文对于微商的营销推广进行研究，以某干果微店作为案例，分析其当前营销方法、存在的问题以及改进对策，进而解释微商营销推广中存在的主要问题以及解决方法。 

本文主要是以坚果家族（一家干果微店）为案例，分析其当前营销、人力资源管理、客户关系管理以及成本管理几个方面的运营方式，提出存在的问题以及改进措施，促进案例企业乃至于微商营销推广能力的提高。75226

研究主要采用文献研究法以及案例研究法。通过查找绩效运营乃至于微商研究的有关文献，分析微商营销推广的研究情况，确定本文的研究思路；以具体微商为案例，分析其运行方法以及存在的问题，针对性的提出解决措施，保证研究的针对性以及实用性。

毕业论文关键词：推广；营销；考核；运营；微商

Since 2008, rapidly developed Taobao, Jingdong grid, some people based electricity supplier shortcomings and for strictly limited shop, began to explore new sales channels, namely through micro-letters and other social networking platform for the social group objects promotion and sales of products, this sales approach is that buyers and sellers have some contact, full Taobao sales relative relationship between friends are more prone to trust, even if the product problems, it is easier to communicate resolved。 This circle of friends through the micro-channel sales approach, also known as derivative。 Derivative having good prospects for development, but there are some typical problems, such as confusion seller operating mode, performance evaluation and other difficulties, which affected consumers' overall impact of derivative, but also affect the micro's own development。 Based Derivative good prospects for development and existing problems, the paper for the derivative of marketing research to a dried fruit micro shop as a case analysis of its current marketing methods, problems and improvement measures, and further explanation derivative marketing the main problems and solutions exist。 This paper mainly nuts family (a micro dried fruit shop) as a case study to analyze the current operating mode of marketing, human resource management, customer relationship management and cost management of several aspects of the proposed problems and improve measures to promote the case of businesses, and Derivative improve marketing capabilities。 Study used literature research and case study method。 Derivative operations and even literature studies, analysis of derivative marketing research, identify research ideas by looking for performance; in particular derivative as a case to analyze the method of operation and problems, propose solutions targeted measures ensure the relevance and usefulness of the study。

1。引言 4

1。1选题背景和意义 4

1。2研究内容 4

1。3研究方法 4

1。4研究创新点 4

1。5技术方案