作为电商创新发展的新渠道，微商的出现为社交、电商提供另一发展的空间，不仅 扩大了人际之间的关系影响，而且也丰富了消费新形式，在其获得 迅猛发展的同时，也 不可否认的是在微商中同样存在着诸多问题。作为创新之下的新事物，针对微商的法规 政策、监督管理等还很不完善，对于当前微商中存在的欺诈、劣质商 品、虚假交易等问 题无法取得较好的治理效果，对微商消费者市场造成了很大的打击，也给微商本身的经 营环境带来了负面的影响。所以，针对微商存在的问题进行探讨，对微 商本身的生态圈 发展，非常有必要，也很有意义。 本文经过调查分析，发现微商生态圈有以下问题。在卖家层面：购买商品信息不对 称、产品质量难保证、产品价格与感知价值 不匹配、杀熟现象、暴力刷屏、客户私人信 息泄露；在微信平台层面：交易财产安全难以保障、缺乏信用制度约束、缺乏专业的监 管工具、个人微商难管理；在法律层面：相关 法律法规建设滞后、售后问题解决困难、 维权困难、监管主体不明确、监管客体无法确定。针对以上问题，本文提出以下对策建 议，在微信卖家层面本文提出：诚信经营加强自 我监督与约束、注重商品质量、服务与 卖家声誉、微信卖家自觉遵守商业道德、重视关系情面、完善个性化推送、积极配合相 关部门监督的对策建议；在微信平台方面本文提出 ：构建第三方支付制度、建立信用评 价和黑名单制度、平台应承担必要的监督管理责任、构建市场准入体系的对策建议；在 法律法规层面本文提出：加快微信购物相关法律体系 的构建、保障消费者售后权益、畅 通消费者维权渠道、明确监管主体、确定监管客体的对策建议。通过本文问题的研究， 以期对微商的发展有借鉴意义。 关键词：微信，微商， 微信营销III ABSTRACT As a new channel of e-commerce innovation and development, the emergence of wechat business provides another space for social and e- commerce development, which not only expands the influence of interpersonal relationships, but also enriches new forms of consumption. While it has achieved rapid development, it is also undeniable that there are many problems in wechat business. As a new thing under innovation, the laws and regulations, supervision and management of wechat business are not perfect, which can not achieve a good governance effect for the current problems of fraud, inferior goods, false transactions, etc. in wechat business, which has a great impact on the wechat business consumer market, and also has a negative impact on the business environment of wechat business itself. Therefore, it is necessary and significant to discuss the problems of wechat business and develop its own ecosystem. After investigation and analysis, we found that the wechat business ecosystem has the following problems. At the seller's level, it is difficult to guarantee the product quality, the product price does not match the perceived value, the phenomenon of killing, violent swiping the screen, and the leakage of private information of customers; at the level of wechat platform, it is difficult to guarantee the security of transaction property, lack of credit system constraints, lack of professional regulatory tools, and it is difficult to manage individual wechat businesses; at the legal level, relevant laws and regulations are constructed It is difficult to solve after-sales problems, safeguard rights, unclear regulatory subjects and uncertain regulatory objects. In view of the above problems, this paper puts forward the following countermeasures and suggestions, at the level of wechat sellers, the following suggestions are put forward: honest operation, strengthening self-supervision and restraint, paying attention to the quality of goods, service and seller's reputation, consciously abiding by business ethics, paying attention to the relationship, improving personalized push, actively cooperating with the supervision of relevant departments; in the aspect of wechat platform, this paper puts forward the following suggestions At the level of laws and regulations, this paper puts forward the Countermeasures of speeding up the construction of the legal system related to wechat shopping, protecting the interests of consumers after sale, unblocking the channelsIV of consumer rights protection, clarifying the regulatory subject and determining the regulatory object Discussion. Through the research of this paper, we hope to have reference significance for the development of micro business. KEYWORDS: Wechat, wechat business, wechat marketingV 目 录 摘要.....I ABSTRACT ........................ III 1.绪 论... 1 1.1 研究背景..................... 1 1.2 研究目的和意 义......... 2 1.2.1 研究的目的.......... 2 1.2.2 研究的意义.......... 2 1.3 国内外研究现状......... 3 1.3.1 国内研究现状...... 3 1.3.2 国外研究现状...... 7 1.4 研究思路与方法......... 9 1.4.1 主要研究思路...... 9 1.4.2 主要研究内容.... 10 1.4.3 主要研究方法.... 10 1.5 文章创新之处 .......... 10 2.微商、微信营销 相关基础理论..................... 13 2.1 微商........................... 13 2.1.1 微商的特征........ 14 2.1.2 微商与传统电商的区别................... 14 2.2 微信营销................... 16 2.2.1 微信营销的基本模式....................... 16 2.2.2 微信营销的特点 17 2.3 相关基础理论........... 18 2.3.1 F2F 营销理论 .... 18VI 2.3.2 关系营销理论.... 18 3.微商现状分析.................. 21 3.1 微商发展情况........... 21 3.2 微商主要销售途径... 22 3.2.1 以朋友圈为主的 C2C 购 物途径...... 22 3.2.2 以微店为主的 C2C 购物途径.......... 23 3.2.3 以微信第三方为主的 B2C 购物途径............................. 24 3.3 微商销售影响因素... 24 3.3.1 消费者个人因素 24 3.3.2 卖家因素............ 25 3.3.3 微信平台因素.... 26 4.微商现存问题分析.......... 27 4.1 微商现存问题问卷调 查.......................... 27 4.1.1 问卷设计............ 27 4.1.2 调查结果............ 27 4.2 微信卖家层面现存问题.......................... 34 4.2.1 购买 商品信息不对称....................... 34 4.2.2 产品质量难保证 34 4.2.3 产品价格与感知价值不匹配........... 35 4.2.4 杀熟现象............ 35 4.2.5 暴力刷屏加 剧信任危机................... 35 4.2.6 客户私人信息泄露........................... 36 4.3 微信平台层面现存问题.......................... 36 4.3.1 交易财产安 全难以保障................... 36 4.3.2 缺乏信用制度约束........................... 37 4.3.3 缺乏专业的监管工具....................... 37 4.3.4 个人微商难管理 38 4.4 法律层面现存问题... 38VII 4.4.1 相关法律法规建设滞后................... 38 4.4.2 售后问题解决困难........................... 38 4.4.3 维权困 难............ 39 4.4.4 监管主体不明确 39 4.4.5 监管客体无法确定........................... 40 5.微商现存问题的改进对策............................. 41 5.1 微信卖家层面改进对策.......................... 41 5.1.1 诚信经营，加强自我监督与约束... 41 5.1.2 注重商品质量、服务与卖家声誉... 41 5.1.3 微信卖家自觉遵守商 业道德........... 42 5.1.4 重视关系情面.... 42 5.1.5 完善个性化推送 43 5.1.6 积极配合相关部门监督................... 43 5.2 微信平台层面改进对 策.......................... 43 5.2.1 构建第三方支付制度....................... 43 5.2.2 建立信用评价和黑名单制度........... 44 5.2.3 平台应承担必要的监管责 任........... 44 5.2.4 构建市场准入体系........................... 45 5.3 法律法规层面改进对策.......................... 45 5.3.1 加快微信购物相关法律体系的 构建.............................. 45 5.3.2 保障消费者售后权益....................... 45 5.3.3 畅通消费者维权渠道....................... 46 5.3.4 明确监管主 体.... 47 5.3.5 确定监管客体.... 47 6.研究结论与展望.............. 49 6.1 研究结论................... 49 6.2 研究展望................... 49VIII 附 录....51。 。。。。。以下内容略