论文部分内容阅读
文以大学生微商的实例访谈为研究,从中国的乡土社会出发,研究熟人关系网络和社会网络对微信朋友圈中微商的影响,在以往关于微商的研究中很少提及中国特殊的关系网络社会和背景。在研究中笔者发现,微信的营销模式虽然不断地的变化有很多的不同。但是中国社会的乡土性依然是微商的生存的土壤。以朋友圈、同学圈、亲戚圈所构成的差序格局是微商的纽带。社会网络和人际关系为微商提供人脉。
Based on the case study of undergraduates and micro-trades, this paper studies the influence of acquaintance network and social network on the micro-traders in micro-channel circle of friends from Chinese native society. In the past, the study of micro-trader rarely mentioned Chinese special Relationship network social and background. In the study, I found that although the marketing model of WeChat has many different changes constantly. However, the local nature of Chinese society is still the soil for the survival of the merchants. The order pattern formed by circle of friends, circle of students and relatives is the bond of the micro-business. Social networks and relationships provide contacts for micro businesses.