摘要：随着互联网的发展与新媒体时代的来临，微商以一种新电子商务的形式出 现，发展迅速。目前，由于微商投资小、门槛低、不受区域限制传播范围广的特 点，越来越多的人开始接触微商，尤其是那些没有过多资金投入的个人或小型企 业。口碑营销是微商的根本，本文主要讨论微商与口碑营销之间的联系，分别对 微商与口碑营销进行定义，并以蜗蜗洗发水为例探讨朋友圈中口碑营销的目的、 朋友圈如何建立口碑营销以及朋友圈如何运用口碑营销，最后总结归纳微商口碑 营销存在的问题，对问题提出建议，使得口碑营销在微商的营销过程中能够被更 好地应用。85876

毕业论文关键词：微商，口碑营销，朋友圈，问题与建议

Abstract: With the development of the Internet and the advent of the new media era, micro-business in the form of a new e-commerce, the rapid development。 At present, due to the small investment, low threshold, not subject to regionalrestrictions,  spread a wide range, more and more people began to contact business, especially those who do not have too much money into the inpidual or small business。 Word of mouth marketing is the fundamental business, this article mainly  discusses the micro-business and word of mouth marketing links between the micro-business and word of mouth marketing were defined, and to snail shampoo as an  example to discuss the purpose of friends in the word of mouth marketing, How to establish word of mouth marketing and how to use word of mouth marketing circle of friends, and finally summed up the existence of micro-word of mouth marketing problems, suggestions on the issue, making word of mouth marketing in the micro-marketing process can be better applied。

Keywords:microblogging, word of mouth marketing, circle of friends, questions and suggestions

目 录

一、引言 4

二、文献综述 4

三、微商及口碑营销源G于J优L尔V论N文M网WwW.youeRw.com 原文+QQ75201`8766 的概述 5

（一）微商与口碑营销的定义 5

（二）微商的现状及发展趋势 5

四、微商口碑营销的应用——以蜗蜗洗发水为例 6

（一）朋友圈中口碑营销的目的 6

（二）朋友圈如何建立口碑营销 6

（三）朋友圈如何运用口碑营销 7

五、微商口碑营销存在的问题及建议 10

（一）存在问题 10

1、微商受关注度低，产品销量低 10

2、商家对产品的识别度低，产品质量堪忧 10

3、商家暴力刷屏，引消费者反感与抵触 10

4、法律制度监管不完善，消费者信任度下降 11

（二）对存在问题的建议 11

1、把握沟通、推广技巧，提高产品知名度 11

2、增加商家对自己所卖产品的了解，销售高质量产品 11

3、减少暴力刷屏，用质量赢消费者好感 11

4、完善相关法律制度，保护消费者合法权益 11

结