Micro business platform marketing communication model

(I) The current situation of micro business development1. Some people think that "micro business" = mobile + social + e-commerce, this paper argues that the micro business is based on mobile Internet technology, through the cell phone for the trading platform _ using a variety of marketing platforms and media, the essence of the goods through the data transmission technology, through the text, images and other data means _ transmission to consumers. Its essence is to transmit goods to consumers through data transmission technology, through text, image and other data means. The development of mobile Internet technology has changed the path of information dissemination, giving rise to the development of micro-merchants. According to statistics, the coverage rate of WeChat in the crowd is more than 90%, WeChat comes with a strong customer flow to the micro-merchants to create a good living environment, the scale of the micro-merchants in 2019 is nearly Ⅰ trillion, I believe that the micro-merchants market is still a large space for development. 2. micro-merchants of the formative period. 2011 WeChat was born in 2011, with a powerful circle of friends, diversified push content features such as expanding the information*** enjoyment of the channel, quickly became popular, and the micro-merchants have become the most popular in the world. WeChat with its unique relationship marketing agent is highly sought after, but also created the Han Shu. The beauty of ten years old and other sales miracle "micro-merchants" thus appeared. The first micro-merchant behavior is mainly for the circle of friends "acquaintances", relying on the micro-merchant's own contacts to develop the market and reduce marketing costs. 3. Micro-merchants are divided into two kinds, one is the enterprise with WeChat public number to open a micro-mall, similar to a cat mall, referred to as B2C micro-merchants, the second is an individual through the release of the circle of friends to implement the distribution, similar to the e-commerce bazaar, referred to as C2C micro-merchants. Due to the lack of supporting legal norms constraints, micro-merchants, whether the size of the market or the size of the practitioners _ have entered a period of rapid growth, the emergence of micro-store _ micro product will be _ cloud set of micro-shop _ pat small store and other independent micro-merchants platforms, B2C micro-merchants to further strengthen the power.4. Levy the consolidation of the period of the business. The micro business industry in May 2015 before the rapid development, but also appeared a lot of problems. The CCTV exposure of a number of micro-merchants' breach of trust has aroused public concern and the micro-merchants industry's own attention. In 2015, WeChat changed from supporting and encouraging to seriously regulating the industry, adopting measures such as "permission setting" and "counterfeiting". Counterfeiting and other measures, as well as the promulgation of the Ministry of Commerce's Measures for the Administration of Non-Store Retail Businesses, to curb the barbaric growth of micro-merchants.5. The upgrading period of micro-merchants. Micro-merchants from the precipitous decline into the brand era, the traditional e-commerce enterprises and brands such as Oshiman, millet and so on have entered. One after another launched a micro-supply _ Cai Yuan Bao and other projects. So that users can be on the platform software on the source of goods. Supplier for independent selection, access to a brand's agency in the use of "Caiyuanbao" App to view the quality of goods _ forwarding commodity links and orders. (B) micro-merchants marketing communication characteristics 1. socialization: word-of-mouth communication group microblogging _ weibo and other social platforms are changing the people's information dissemination methods and communication habits, social mobile terminal APP for micro-merchants marketing communication methods to provide the diversity and possibilities. In the circle of friends, consumers a message forwarding is likely to be a business opportunity, its information dissemination fission speed beyond imagination, can be reached in a short period of time rapid