摘要本次毕业设计的标题是“爱丢网校园交易平台徐州地区构建与营销策划案”，客户为徐州袋鼠网络科技有限公司，是一家还在孵化中的电子商务创业公司。企业把目标市场锁定在徐州，现阶段在产品的构建和推广上遇到了一些障碍，由于是一家初创型的公司，所以在产品的核心利益点以及定位上存在明显的问题，主要表现在市场定位不明确。总结分析上述问题，我们的建议是通过一系列的活动，结合线上线下的相关渠道来提高产品的知名度和用户的基数。72371

我们计划是从前期的市场调研入手，结合徐州校园二手交易平台的现状，以及市场潜力的分析，同时通过一手资料和二手资料来调查竞争对手的优劣势。利用STP战略细分目标市场并归纳目标消费者的群体特征为冲动型消费群体，具有盲目性和重复性消费的特点。我们还通过微信H5(测一测你大学期间有多少闲置物品)的活动和调查问卷得到目标消费者闲置物品的量值以及目标消费者对闲置物品的态度。最终我们将产品定位成“爱丢网，让校园闲置物品动起来”，突出产品通过互联网解决校园闲置物品出售与校园生活用品购买问题。

毕业论文关键词：爱丢网；平台构建；营销战略；闲置物品；新媒体

Construction and marketing plan for the campus trading platform of love lost network

Abstract The title of this graduation project is love lost network campus trading platform Xuzhou 2016-2017 construction and marketing planning case",customer for the Xuzhou kangaroo Network Technology Co。, Ltd。, is still in the incubation of e-commerce Venture Company。Enterprises lock the target market in Xuzhou。At the present stage, some obstacles are encountered in the construction and promotion of products。because it is a start-up company, so the core interests of the product and the positioning of the obvious problems, mainly in the market positioning is not clear。Summary analysis of the above issues, our proposal is through a series of activities, combined with online and offline channels to improve product visibility and user base。

Our plan is to start with the early market research, combining with the status quo of the Xuzhou campus second-hand transaction platform, and market potential analysis, at the same time, through primary data and secondary data to investigate the advantages and disadvantages of competitors。 By STP strategy target market segments and generalization of the target consumer group characteristics impulsive consumer groups, with blindness and repetition of the consumption characteristics of。 We also through micro channel H5 (measure how much unused items during your college) activity and questionnaire get target consumers unused items of value and target consumers attitude to idle items。 In the end we will product positioning "Let unused items move "Outstanding products through the Internet to solve the problem of the sale of idle goods on campus and campus life supplies。

Key words: Aidiu network; Platform construction; Marketing strategy; Idle value; New media

目录

摘要 I

Abstract II

目录 III

第一部分  项目概述与选择毕业设计的背景 2

一、项目创作背景 2

二、项目工作思路与分析 6

三、项目计划安排 10

四、项目个人小结 10

第二部分  爱丢网选题前期市场调研报告 13