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研究生:黃文凱
研究生(外文):HOANG VAN KHA
論文名稱:大數據時代下微商經營策略與面對的市場挑戰之研究
論文名稱(外文):Research on the Business Strategy and Market Challenges of "Micro Businesses" in the Era of Big Data
指導教授:陳愷陳愷引用關係
指導教授(外文):CHEN, KAI
口試委員:林建宏趙娟黛陳愷
口試委員(外文):LIN, CHIEN-HUNGCHAO, CHUAN-TACHEN, KAI
口試日期:2024-06-14
學位類別:碩士
校院名稱:龍華科技大學
系所名稱:企業管理系碩士班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2024
畢業學年度:112
語文別:中文
論文頁數:41
中文關鍵詞:社群媒體社群行銷大數據微商
外文關鍵詞:Social mediaCommunity marketingBig dataWechat Business
相關次數:
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  • 點閱點閱:13
  • 評分評分:
  • 下載下載:4
  • 收藏至我的研究室書目清單書目收藏:0
做一個成功的微商(微型商業經營者),據相關論文探討與筆者實務觀察,做微商適合以下幾類人:
一、有廣泛社交網路的人:微商需要通過社交管道來銷售產品或服務,因此那些擁有大量朋友或追隨者,或者善於與人建立聯繫的人更適合做微商。
二、具有銷售和溝通能力的人:微商需要頻繁與顧客和潛在顧客溝通,瞭解他們的需求並提供相應的產品。這需要良好的銷售技巧和溝通能力。
三、創業精神強烈的人:做微商實際上是創業的一種形式,適合那些有創業夢、有冒險精神、願意承擔風險並且能夠自我驅動的人。
四、時間靈活的人:微商不像傳統的上班工作,時間比較自由,但同時也需要花費大量時間在推廣、銷售和售後服務上。因此,時間比較靈活且能夠合理安排時間的人更適合。
五、有相關產品知識和興趣的人:如果你對某類產品非常熟悉或充滿興趣,那麼在銷售過程中會更有說服力,也更容易贏得客戶的信任。
六、善於使用社交媒體和網路工具的人**:微商離不開微信、微博、Instagram等社交平臺,因此那些熟練使用這些工具,並能夠利用它們進行行銷推廣的人更容易取得成功。
七、願意不斷學習和提升自己的人:市場和消費者需求是不斷變化的,微商需要不斷更新自己的知識,瞭解最新的市場趨勢和行銷技術。
八、有耐心和毅力的人**:微商容易遇到挫折和挑戰,所以需要有足夠的耐心和毅力來應對各種困難,並持續努力,不輕言放棄。
如果符合以上幾個條件,那麼你可能適合做微商。此外要把微商當成事業,需要長期經營,別是在競爭激烈的市場環境中,必須確保以下的關鍵事項:
一、遵守相關法律規範
二、控制所提供的產品質量
三、品牌建立與信譽維護
四、建立自己的營銷策略
五、有效率與直接的客戶服務
六、不斷的做市場競爭分析
七、健全財務管理
八、注意網絡安全與公司數據保護
九、做出可以長期可持續發展的計畫
透過注重上述各項,微商事業才能夠在競爭激烈的市場中站穩腳步,實現持續發展和盈利。

To be a successful micro-business (micro-business operator), according to relevant papers and practical observations of the author, micro-business is suitable for the following types of people:
1. People with extensive social networks: Micro-business needs to sell products or services through social channels, so those who have a large number of friends or followers, or are good at establishing connections with people, are more suitable for micro-business.
2. People with sales and communication skills: Micro-businesses need to frequently communicate with customers and potential customers to understand their needs and provide corresponding products. This requires good sales skills and communication skills.
3. People with strong entrepreneurial spirit: Micro-business is actually a form of entrepreneurship, suitable for those who have entrepreneurial dreams, adventurous spirit, are willing to take risks and can be self-motivated.
4. People with flexible time: Unlike traditional office work, micro-business has more free time, but it also requires a lot of time on promotion, sales and after-sales service. Therefore, people who have flexible time and can arrange their time reasonably are more suitable.
5. People with relevant product knowledge and interest: If you are very familiar with or interested in a certain type of product, you will be more convincing during the sales process and it will be easier to win the trust of customers.
6. People who are good at using social media and Internet tools**: Micro-business is inseparable from social platforms such as WeChat, Weibo, and Instagram, so those who are proficient in using these tools and can use them for marketing and promotion are more likely to succeed. .
7. People who are willing to continuously learn and improve themselves: The market and consumer demands are constantly changing, and micro-businesses need to constantly update their knowledge and understand the latest market trends and marketing techniques.
8. People with patience and perseverance**: Micro businesses are prone to encounter setbacks and challenges, so they need to have enough patience and perseverance to deal with various difficulties, continue to work hard, and never give up easily.
If you meet the above conditions, you may be suitable for micro business. In addition, micro-business must be regarded as a business and requires long-term operation. Especially in a fiercely competitive market environment, the following key matters must be ensured:
1. Comply with relevant legal regulations:
2. Control the quality of the products provided:
3. Brand establishment and reputation maintenance:
4. Establish your own marketing strategy:
5. Efficient and direct customer service:
6. Continuously conduct market competition analysis:
7. Sound financial management:
8. Pay attention to network security and company data protection:
9. Make a plan for long-term sustainable development:
By paying attention to the above-mentioned items, micro-business businesses can gain a firm foothold in the fiercely competitive market and achieve sustainable development and profitability.

摘要 i
ABSTRACT iii
誌謝 v
目錄 vi
1. 緒論 1
1.1 背景與動機 1
1.1.1 研究背景 1
1.1.2 研究動機 1
1.2 目的與問題 2
1.2.1 研究目的 2
1.2.2 研究問題 2
1.3 名詞解釋 4
1.3.1 社群媒體 4
1.3.2 社群行銷 4
1.3.3 大數據時代 5
1.3.4 微商 7
1.4 研究方法與架構 7
1.4.1 研究方法 7
1.4.2 研究架構 8
2. 大數據時代對微商經營環境的影響 9
2.1 大數據時代的到來與應用 9
2.1.1 大數據的科技意義與對產業應用 9
2.1.2 大數據與網際網路(互聯網)關係與應用 10
2.1.3 大數據與物聯網關係與應用 11
2.1.4 大資料對商業經營的影響 12
2.2 越南人在台灣生活與就業的情況 13
2.3 微商興起與發展 16
2.3.1 何時有「微商」這樣的說法 16
2.3.2 微商目前的發展 17
2.3.3 微商在台灣的發展情形 17
2.4 微商如何引用大數據管道 18
2.5 小結:大數據為微商提供的經營優勢 19
3. 微商所面對的市場與經營策略 21
3.1市場環境 21
3.1.1 微商經營與社交媒體關係 21
3.1.2 微商與購物平台的關係 23
3.1.3 小結 27
3.2 微商面對的挑戰 29
3.2.1從事微商是要兼職還是全職 29
3.3 經營策略 30
3.3.1 做好財務管控與財務報表 30
3.3.2 建立有效的資訊架構與資訊安全的工作 30
3.3.3 時時刻刻做好市場調查 31
3.3.4 掌握微商的主要顧客 32
3.3.5 微商經營要善用當前共享經濟市場的蓬勃發展機會 32
3.3.6 經營如何建立客戶間的互動與服務 33
3.3.7 微商在經營上學習找適合的產品銷售 34
3.4 小結:入行需要特質 35
4. 結論與建議 37
4.1 結論 37
4.2 建議 38
參考文獻 40

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