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实际上,微店具有移动版电商的性质。目前,电商业态越来越多,随着淘宝、天猫、京东、亚马逊等平台的发展,自有商城的经营日渐没落。而智能手机的出现、移动电商的崛起,大公司或者个人通过自己的朋友信誉和区域关系开始做经营推广,微店就是这种模式的典型代表。除了移动终端的普及,支付方式、推广便捷和传播迅速是微店优势所在。这几点可以发挥个体单店销售的潜力,充分调动各类渠道商、销售人员以及更多个人的积极性,利用已有的朋友圈、社会圈,实现点对点的销售。这有些蚂蚁搬家的意味。可能每个个体的销售量并不大,但在总体销售量上能够看到效果。对近期的销售增量有一定好处,销售总额增加几个百分点是有可能的。三两年内,如果每年都能够增加几个点,对单一的品牌企业来讲是一个不小的进步和贡献,尤其在经济不那么景气的情况下。但微店这件事情有两道坎。
In fact, micro-stores have the nature of mobile e-commerce. At present, more and more electricity commercial status, with Taobao, Lynx, Jingdong, Amazon and other platforms, its own mall business decline. The emergence of smart phones, the rise of mobile providers, large companies or individuals through their own friends and regional reputation to start doing business promotion, micro-store is the typical representative of this model. In addition to the popularity of mobile terminals, payment methods, the promotion of convenient and rapid dissemination is the advantage of micro-shop. These points can play the potential of individual single-store sales, and fully mobilize the enthusiasm of all types of channel operators, sales staff and more individuals, the use of existing friends circles, social circles, to achieve point-to-point sales. Some ants move this means. It is possible that each individual does not have a large sales volume but can see the overall sales volume. The recent increase in sales have some benefits, a total increase of several percentage points is possible. In three or two years, if we can add a few points each year, it is a small improvement and contribution to a single brand enterprise, especially in the economy is not so prosperous. However, there are two micro-stores this hurdle.