工商管理[论文]闲鱼APP网络营销策略研究.docx
姓名徐高峰专业工商管理摘要互联网和我国经济的快速发展，我国国民收入水平的不断提高，使得消费者的购买能力也相应提高。电子商务也随之蓬勃发展，消费者对于线上购物的态度从新奇到成为生活的一部分也只用了比较短的时间，所衍生的二手闲置物品线上交易有着大量的成交额，未来的市场更是发展潜力巨大。随着人们对二手闲置物品认可观念的体升，转转、只二等二手闲置物品交易平台的大量涌现市场，并以和高校等合作的方式迅速抢占着二手闲置物品平台的市场份额。闲鱼APP是阿里巴巴旗下的互联网公司，主要是综合类二手闲置物品的交易，甚至包括了二手车、房屋出租等业务，所涉及范围广泛，市场潜力是巨大的，竞争对手同样有很多，竞争者的相继出现，也使得闲鱼APP减少了部分的用户与成交量。针对闲鱼APP的情况，本文对闲鱼APP网络营销策略进行研究，首先介绍了闲鱼APP二手闲置物品交易平台的概况，分析闲鱼APP网络营销策略现状；接着运用PEST分析法对闲鱼APP所处的网络营销宏观环境政治、经济、社会和技术等方面进行分析，应用SWOT分析法对闲鱼APP的网络营销微观环境的优势、劣势、机会和威胁四个方面进行分析；其次使用STP分析法对闲鱼APP的市场细分、市场定位和目标市场选择三个方面去了解闲鱼APP对市场的选择；最后以6C理论为框架来分析闲鱼APP网络营销策略，从顾客所需的产品策略，促销策略，物流渠道策略，价格与支付策略，客户关系管理策略和信用控制策略六个方面进行分析,并在分析的基础上，提出闲鱼APP网络营销策略的优化建议，以利于闲鱼APP网络营销策略的更好实施。关键词：互联网；闲鱼APP；网络营销策略；二手闲置物品AbstractWiththerapiddevelopmentofInternetandChina'seconomy,andthecontinuousimprovementofChina,snationalincomelevel,thepurchasingpowerofconsumersisalsocorrespondinglyimproved.Withtherapiddevelopmentofe-commerce,consumers*attitudetowardsonlineshoppinghasonlytakenarelativelyshorttimefromnoveltytobecomingapartoflife.Thederivedonlinetransactionofsecond-handidlegoodshasalargeamountofturnover,andthefuturemarkethasahugedevelopmentpotential.Withtheriseofpeople'srecognitionoftheconceptofsecond-handidlegoods,alargenumberofsecond-handidlegoodstradingplatformsemergeinthemarket,andquicklyseizethemarketshareofthesecond-handidlegoodsplatformbymeansofcooperationwithcollegesanduniversities.XianyuappisanInternetcompanyownedbyAlibaba.Itmainlydealswithcomprehensivesecond-handidlegoods,evenincludingsecond-handcar,houserentalandotherbusinesses.Itcoversawiderange,withhugemarketpotential.Therearealsomanycompetitors.TheemergenceofcompetitorsinsuccessionalsoreducespartofusersandtradingvolumeofXianyuapp.InviewofthesituationofXianyuapp,thispaperstudiestheonlinemarketingstrategyofXianyuapp.Firstly,itintroducesthegeneralsituationofthesecond-handidlegoodstradingplatformofXianyuappandanalyzesthecurrentsituationoftheonlinemarketingstrategyofXianyuapp.Secondly,itanalyzesthemacroenvironment,politics,economy,societyandtechnologyoftheonlinemarketingofXianyuappwithPESTanalysismethodandSWOTanalysismethodThispaperanalyzestheadvantages,disadvantages,opportunitiesandthreatsofthemicroenvironmentofInternetmarketing;secondly,itusesSTPanalysistounderstandthemarketchoiceofXianyuappfromthreeaspects:marketsegmentation,marketpositioningandtargetmarketchoice;finally,itanalyzestheInternetmarketingstrategyofXianyuappbasedon6Ctheory,includingproductstrategy,promotionstrategyandlogisticschannelrequiredbycustomersRoadstrategy,priceandpaymentstrategy,customerrelationshipmanagementstrategyandcreditcontrolstrategyareanalyzed,andonthebasisofanalysis,theoptimizationsuggestionsofXianyuappnetworkmarketingstrategyareputforwardtofacilitatethebetterimplementationofXianyuappnetworkmarketingstrategy.Keywords:network;XianyuAPP;marketingmixstrategy;usedidlegood目录1i匕111112¾Jf目*«3212.1zij目2122213F夕卜2131llP彳iJfC91J火2132314IAI315方<423?石出土里.I匕O21也、.O2. 1.1网络营销5212.5227:目千里1匕利二!二O221STP1.匕52226CI匕5223PESTdi.6224SMOT6第3章闲鱼APP简介及网络营销环境分析73. 1闲鱼APP概况7311>4sAPPI可73. 1.2闲鱼APP网络营销现状分析73.2 闲鱼APP网络营销宏观环境PEST分析832183228323社ZSr文化环境分析932493.3 闲鱼APP网络营销微观环境SWOT分析9331uT933293.3311>Za1033410第4章闲鱼APP网络营销策略分析114.1闲鱼APP网络营销STP分析1141111J31141211TlJ11413TlJi41.124.2闲鱼APP网络营销组合策略分析124.2.1顾客所需要的产品策略1242.2)Ij支付策略12423j*fiW为13424/1.
