The Marketing Practice Of "Micro - Marketing" And The Construction Of Interpersonal Network

In the Internet age, the maturity of the network technology and the more common of the application, making marketing begin to widely attention and promotion in the network, with the network marketing appearing and developing, a lot of kinds of electrical contractor arise at the historic moment. Along with the network development trend of the niche and focus more and more obvious, more micro level of mobile terminal platform and interaction using the successive, brings new development way for the development of network marketing.In this paper, the main research object is a new marketing method which is named "micro-marketing", somthing beyond the widely use of a kind of new self-media such as "weibo" and "micro letter" shows up. First of all, the article uses plenty of cases to explain and comb it’s marketing model. Through the way of combining the empirical research to Literature research, the paper redefines the meaning of "micro-marketing", and finds out it’s Transmission characteristics. On the base of this, the article combs the transmission mode about "micro-marketing", which froms some ways like communicators, Communication channels, the audience and Delivering content. It in particular analyses every link of the transmission mode. By the The comparative study between the traditional marketing way and the way beyond the media of mass communication, combs the the characteristics of "micro-marketing". At last, through the study of the Consumer psychology and the choice of audience etc. analyses the relationship between the construction of interpersonal relationships and the actives of "micro-marketing" in particular.Through the research above that, the article concludes that "marketing" activities of the interpersonal relationship is the key which factor dominates the consumers or audience choosing goods, think that under the environment of self-media which social closure is strong, good reliable relationships can reduce the perceived risk of customers or audience, make them more willing to go shopping through the "micro" marketing tool. And interpersonal network construction is also driving the spread of "marketing" activities effectively, based on this, the paper puts forward the prospects of the development of "marketing" marketing activities.