微商代理制下的销售队伍管理研究

发布时间：2018-05-24 18:21

本文选题：微商 + 微商代理制　；参考：《首都经济贸易大学》2016年硕士论文

【摘要】：微商是一种基于微信公共号和微信朋友圈的社会化移动电商模式,最近几年来,微商的发展势头相当凶猛,很多人主动或者被动的踏入微商行业争取分得一杯羹。微商涉及的产品比较多样化,涉及人群广,利用社交网络覆盖购买群体的社交网络,为一大批的微商商家带来商机从而谋取利益。伴随着微信的普及,致使很多的商家变成了微商户,推动了微商的发展。就目前而言,越来越多的人使用智能手机和微信,微商俨然已经跻身成了移动电子商务发展的先驱和领袖,同时更据有了与电子移动电子商务以及传统的零售行业一决高低的能力。与此同时,微商的无序扩张也引发了一些质疑:商品的质量如何保证、经销渠道如何合法化、商家的信用从何而来,售后服务如何保障等。因此,针对这种现状,本文将重点从微商销售队伍的管理方面入手,意图为微商行业的健康发展提供一条指导思路。本文首先从微商的概念切入,再引出代理制和销售队伍管理的概念,接着阐述微商的发展现状并预测微商未来的发展趋势,进而选取分别代表传统营销模式、代理制营销模式和微商营销模式的三个案例进行分析,找出微商代理制经营模式存在的弊端,总结对微商代理制下销售团队的管理的经验,得出微商销售团队如何有效管理的结论。新事物的出现代表着社会是不断进步的,新事物成长过程中出现一些问题也是必然。对于微商来讲,其应该获得更多的引导以实现健康发展。
[Abstract]:Derivative is a kind of socialized mobile e-commerce model based on WeChat public horn and WeChat friends circle. In recent years, the development of derivative quotient is very ferocious, and many people actively or passively step into the micro-business industry to get a share of it. The products involved in the micro-business are diversified, involving a wide range of people, the use of social networks to cover the purchase group of social networks, for a large number of small merchants to bring business opportunities and seek benefits. With the popularity of WeChat, many businesses become micro-merchants, promoting the development of micro-merchants. For now, with more and more people using smartphones and WeChat, microcommerce has become a pioneer and leader in mobile e-commerce. At the same time it has the ability to compete with e-mobile e-commerce and the traditional retail industry. At the same time, the disorderly expansion of micro-business also raises some questions: how to guarantee the quality of goods, how to legalize distribution channels, where the credit of merchants comes from, how to ensure after-sales service, and so on. Therefore, in view of this situation, this paper will focus on the management of derivative sales team, with the intention of providing a guiding idea for the healthy development of the derivative industry. This paper begins with the concept of derivative, then introduces the concepts of agency system and sales force management, and then expounds the current situation of the development of derivative and forecasts the future development trend of derivative, and then selects the representative of traditional marketing mode. Through the analysis of three cases of agency marketing model and micro-business marketing mode, the author finds out the disadvantages of the micro-business agency management model, and summarizes the experience of the management of sales team under the derivative agency system. Come to the conclusion of how to manage the sales team effectively. The emergence of new things represents the continuous progress of society, and some problems in the growth of new things are inevitable. For the derivative, it should get more guidance to achieve healthy development.
【学位授予单位】：首都经济贸易大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F724.6

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