闲鱼APP网络营销现状、问题及对策

摘要随着“互联网+二手”的经济模式兴起，二手商品交易已经成为我国新兴消费趋势。闲鱼APP作为“互联网+二手经济模式的领头羊，自整合上线以来，市场份额一路上升，独占线上二手交易整头，将社区化与分享经济相结合，营销策略独树一帜。但随着其快速发展，闲鱼APP在网络营销过程中也存在着目标市场定位不准确、营销推广渠道单一等问题，阻碍着其发展。本文以闲鱼APP为研究对象，通过文献研究法、案例研究法对闲鱼APP的网络营销发展现状进行分析并总结归纳其在营销过程中存在的问题，从而针对性地提出对策和建议，帮助闲鱼APP在对目标市场进行细分后有指向性的选择目标市场，完善闲鱼APP网络营销策略，促进其快速稳定的发展。本文首先介绍了闲鱼APP平台的概况，分析其网络营销的现状：其次，对闲鱼APP所处的网络营销宏观和微观环境进行分析；使用STP分析法和营销组合策略对闲鱼APP网络营销策略进行分析：然后，归纳出闲鱼APP网络营销过程中存在的目标市场定位不明确、营销推广渠道单一等问题。最后，针对性地提出优化对策，从而更好地促进闲鱼APP及其网络营销的发展。关键词：二手交易平台：闲鱼APP:网络营销AbstractWith the rise of the economic model of "Internet plus second-hand",second-handcommodity trading has become an emerging consumption trend in China.As the leaderof the "Internet plus econd-hand"economic model,Xianyu APP has gained marketshare since the integration and launch,dominating the online second-hand transaction,combining community with sharing economy,and developing a unique marketingstrategy.However,with its rapid development,Xianyu APP also has some problems inthe process of online marketing,such as inaccurate target market positioning,singlemarketing and promotion channels,which hinder its development.This paper takes Xianyu APP as the research object,analyzes the current situationof its online marketing development through literature research and case study,summarizes the problems existing in its marketing process,and puts forward targetedcountermeasures and suggestions to help Xianyu APP select targeted markets aftersubdividing target markets,improve its online marketing strategies,and promote itsrapid and stable development.This paper first introduces the general situation of Xianyu APP platform,andanalyzes the current situation of its network marketing.Secondly,analyze the macroand micro environment of online marketing of Xianyu APP and uesing STP analysismethod and marketing mix strategy to analyze the online marketing strategy of XianyuAPP.Then,it sums up the problems such as unclear target market positioning,singlemarketing promotion channel and so on that exist in the online marketing process ofXianyu APP.Finally,targeted optimization measures are proposed to better promotethe development of Xinayu APP and its network marketing.Key words:second hand trading platform;Xianyu APP;network marketing目录引言.......（一）选题目的和意义.1(二)国内外文献综述…一、闲鱼APP网络营销环境分析.3(一)闲鱼APP概况..3(二)网络营销宏观环境分析.4(三)网络营销微观环境分析….6二、闲鱼APP网络营销现状分析8(一)网络营销目标市场分析….8(二)网络营销策略分析.10三、闲鱼APP网络营销过程中存在的问题.12(一)目标市场定位不够明确..12(二)营销推广渠道较为单一…。.13(三)营销推广方式缺乏创新.13(四)营销过程缺乏交互设计.….14四、闲鱼APP网络营销优化策略.….14(一)网络市场定位精准化.….14(二)营销渠道推广多元化.15(三)营销推广模式新颖化..15(四)增强营销交互体验感.16结语.17参考文献18致谢….19