闲鱼APP网络营销策略研究

本科论文关键词：互联网；闲鱼APP;网络营销策略：二手闲置物品AbstractWith the rapid development of Internet and China's economy,and the continuous improvementof China's national income level,the purchasing power of consumers is also correspondinglyimproved.With the rapid development of e-commerce,consumers'attitude towards online shoppinghas only taken a relatively short time from novelty to becoming a part of life.The derived onlinetransaction of second-hand idle goods has a large amount of turnover,and the future market has ahuge development potential.With the rise of people's recognition of the concept of second-handidle goods,a large number of second-hand idle goods trading platforms emerge in the market,andquickly seize the market share of the second-hand idle goods platform by means of cooperationwith colleges and universities.Xianyu app is an Internet company owned by Alibaba.It mainlydeals with comprehensive second-hand idle goods,even including second-hand car,house rentaland other businesses.It covers a wide range,with huge market potential.There are also manycompetitors.The emergence of competitors in succession also reduces part of users and tradingvolume of Xianyu app.In view of the situation of Xianyu app,this paper studies the online marketing strategy ofXianyu app.Firstly,it introduces the general situation of the second-hand idle goods tradingplatform of Xianyu app and analyzes the current situation of the online marketing strategy ofXianyu app.Secondly,it analyzes the macro environment,politics,economy,society andtechnology of the online marketing of Xianyu app with PEST analysis method and SWOT analysismethod This paper analyzes the advantages,disadvantages,opportunities and threats of the microenvironment of Internet marketing;secondly,it uses STP analysis to understand the market choiceof Xianyu app from three aspects:market segmentation,market positioning and target marketchoice;finally,it analyzes the Internet marketing strategy of Xianyu app based on 6C theory,including product strategy,promotion strategy and logistics channel required by customers Roadstrategy,price and payment strategy,customer relationship management strategy and credit controlstrategy are analyzed,and on the basis of analysis,the optimization suggestions of Xianyu appnetwork marketing strategy are put forward to facilitate the better implementation of Xianyu appnetwork marketing strategy.