2024年4月25日发(作者：小米官方官网首页)

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

Abstract

With the rapid development of Internet and China's economy, and the continuous improvement

of China's national income level, the purchasing power of consumers is also correspondingly

improved. With the rapid development of e-commerce, consumers' attitude towards online shopping

has only taken a relatively short time from novelty to becoming a part of life. The derived online

transaction of second-hand idle goods has a large amount of turnover, and the future market has a

huge development potential. With the rise of people's recognition of the concept of second-hand

idle goods, a large number of second-hand idle goods trading platforms emerge in the market, and

quickly seize the market share of the second-hand idle goods platform by means of cooperation

with colleges and universities. Xianyu app is an Internet company owned by Alibaba. It mainly

deals with comprehensive second-hand idle goods, even including second-hand car, house rental

and other businesses. It covers a wide range, with huge market potential. There are also many

competitors. The emergence of competitors in succession also reduces part of users and trading

volume of Xianyu app.

In view of the situation of Xianyu app, this paper studies the online marketing strategy of

Xianyu app. Firstly, it introduces the general situation of the second-hand idle goods trading

platform of Xianyu app and analyzes the current situation of the online marketing strategy of

Xianyu app. Secondly, it analyzes the macro environment, politics, economy, society and

technology of the online marketing of Xianyu app with PEST analysis method and SWOT analysis

method This paper analyzes the advantages, disadvantages, opportunities and threats of the micro

environment of Internet marketing; secondly, it uses STP analysis to understand the market choice

of Xianyu app from three aspects: market segmentation, market positioning and target market

choice; 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 Road

strategy, price and payment strategy, customer relationship management strategy and credit control

strategy are analyzed, and on the basis of analysis, the optimization suggestions of Xianyu app

network marketing strategy are put forward to facilitate the better implementation of Xianyu app

network marketing strategy.

Keywords: network; Xianyu APP ; marketing mix strategy; used idle good