小城市小规模商铺线下销售与微信营销比较分析(含调查问卷)

小城市小规模商铺线下销售与微信营销比较分析(含调查问卷)(开题报告,论文17000字)
摘要
时代不断的在前进，科技的发展早已超出了想象，传统的销售是商家与消费者面对面交流之后进行消费，而伴随着科技的进步，各种第三方平台也快速的融入了人们的生活。而随着微信的普及带来了一种新型的营销模式，微信营销摒弃了传统面对面交流的形式，利用先进的科技产物进行交流，帮助双方节省更多的时间。利用微信进行的营销模式与传统的销售模式是有很大程度上的不同的，但是究竟是那个更胜一筹并没有明确的说法。
本文旨在研究小城市的微信营销与传统线下销售这两种模式的情况，根据已有的研究，结合本此的案例进行详细的分析探讨。本文主要以淮安市金湖县利民路商业街为例，首先分析该地区的基本情况，实地考察进行走访调查分析商铺组成结构。其次利用问卷调查的方式进行收集消费者和商家对微信营销的使用感受，分析所得的结果对微信营销及线下销售这两种不同的营销模式进行分析。研究表明微信营销由于其方便的特点受到较多人群的喜爱，虽然微信营销受众较高却也存在很多问题，产品质量不明确、售后不确定等都成为限制其发展的原因。
最后基于两种不同的营销模式的特点以及现阶段的发展模式，以及问卷的分析结果，提出具有进行发展性的建议。想要发展微信营销就需要更好的抓住这部分人群的心理，采用适当的方法提高用户的信任感。
关键词:  线下销售  微信营销  对比  分析 

Comparative Analysis of Small-scale Retail Sales and WeChat Marketing in Small Cities
Abstract
The era is advancing continuously, the development of science and technology has already exceeded imagination. The traditional sales is conducted after the face-to-face communication between merchants and consumers. With the progress of science and technology, various third-party platforms are quickly integrated into people's lives. And with the popularity of WeChat has brought a new marketing model. WeChat marketing abandons the traditional form of face-to-face communication and USES advanced technology products to communicate with each other to help both sides save more time. The marketing mode using WeChat is quite different from the traditional sales mode, but it is not clear which one is better.
This paper aims to study the two modes of WeChat marketing and traditional offline sales in small cities. Based on existing research, this paper conducts a detailed analysis and discussion in combination. This paper mainly takes the business street of limin road, jinhu county, huai 'an city as example. Firstly, it analyzes the situation of this area, and conducts field investigation to investigate, analyze the composition structure of shops. Secondly, questionnaire survey is used to collect consumers' feelings on WeChat marketing, and the analysis results are used to analyze WeChat marketing and offline sales, two different marketing models. Research shows WeChat marketing is favored by more people due to its convenience. WeChat marketing has a high audience, it also has many problems. Unclear product quality and uncertain after-sales service are reasons that limit its development.
Finally, based on the characteristics of the two different marketing models and the current development model, and the results of the questionnaire analysis, put forward Suggestions for development. To develop WeChat marketing, we need to better grasp the psychology of this part of the population and adopt appropriate methods to improve users' trust.
Key words: Offline sales   WeChat marketing    comparison    analysis
 

目 录
摘要    I
Abstract    II
第一章 导论    1
1.1  研究背景    1
1.2  研究的目的和意义    2
1.3  研究内容与方法    3
第二章 线下销售与微信营销概述    4
2.1 销售模式概述    4
2.1.1  线下销售模式概述    4
2.1.2  微信营销模式概述    4
2.2  国内外研究综述    5
2.2.1国外研究状况    5
2.2.2国内研究状况    5
第三章 小城市小规模商铺线下销售与微信营销调查    7
3.1  小城市小规模商铺现状分析    7
3.1.1线下销售现状分析    7
3.1.2微信营销现状分析    8
3.2 小城市小规模商铺线下及微信营销状况调研    9
3.2.1设计调查问卷    9
3.2.2发放调查问卷    9
3.2.3回收调查问卷    10
3.3 小规模商铺线下销售及微信销售状况调查结论    10
第四章 小城市小规模商铺的提高销售的措施    20
4.1  加强微信互动性，注重用户体验    20
4.2  树立店铺形象，营销生活化    20
4.3  加强用户信任感与满意度    21
结束语    22
参考文献    23
附录    26
致谢    32