大学生微商营销作为一种新型的创业模式日趋愈演愈烈,但市场竞争激烈,商品鱼龙混杂,宣传暴力营销等问题频发。本文以杭州下沙大学城各高校为例,采取问卷调查,实地访谈等形式深入了解大学生微商营销现状,剖析存在问题,提出切实有效的对策建议以达到提高大学生微商营销成功率的目的。 As a new type of entrepreneurial model, undergraduates marketed increasingly fiercely, but the market is fiercely competitive, the commodities are mixed together, and the propaganda of violent marketing is frequent. Taking the colleges and universities in Xiasha, Hangzhou as an example, this paper takes a questionnaire survey and field interviews and other forms to understand the status quo of college students’ micro-commerce marketing, analyze the existing problems and put forward practical and effective countermeasures so as to achieve the goal of improving the success rate of micro-business marketing.