微店运营模式的风险分析与防范措施

Risk analysis and preventive measures of the operation mode of WeChat business

在微经济兴起的时代背景下,微店作为一种新兴的消费模式逐渐形成并发展起来,因其快捷简便的特点在经济领域拥有着极大的发展空间,也让其迅速走进了人们的生活,但与此同时,微店不成熟的经营管理体制也为其带来了许多问题。文章联系微店购物消费中的实际问题,运用SPSS分析调查问卷和访谈内容,致力于探究微店各方面存在的弊端、消费风险的成因,研究微店的营销传播所面临的痛点、难点,提出能够解决问题的切实可行的办法和对策,在已有的研究基础上不断完善微店社交平台交易的风险控制的策略,在风险来临前进行有效防范,有效改善微店竞争格局中的各种不足,从而扩大微店未来的发展空间。

Under the background of the rising of micro economy,WeChat shopping is gradually formed and developed as a new consumption pattern.Because of its fast and convenient characteristics,it has a great prospect in the economical field,and WeChat shopping is widely coming into the life of people.But the immature management system also brings a number of problems.This paper uses the SPSS analysis questionnaire and the interview,content to explore the defects in the various aspects of the WeChat shopping and the causes of the consumption risk,and the pain points and difficulties faced by the marketing communication.It puts forward the practical and feasible solutions and countermeasures,the strategy of the risk control to prevent the risk before transaction to improve the various deficiencies to increase the developmental space of the WeChat shopping.