论文总字数：25506字

摘 要

如今互联网经济的蓬勃发展，导致靠它的技术产出的各类产品慢慢渗入到人们生活的方方面面。因此，二十一世纪最具价值的信息就是网络信息。网络对于生活的越加便利是显而易见的，而互联网科技与我们的工作和生活也结合得越来越紧密。面对着智能手机、平板电脑等智能移动端在普通人群里使用率的普遍提升和移动互联网技术的卓越发展，人们的生活方式习惯也很难不随着时代进行变化。这种变化导致商业模式同样也进行着变革，传统的商业模式逐渐凋零。

在互联网经济蒸蒸日上的时代，利用互联网购买商品逐渐变成了人们的生活需求，现阶段的用户开始不满足于传统电子商务所提供的服务，电子商务营销模式的进一步发展势在必行。在所有参与电子商务的行业之中，传统零售业受到的打击是最大的，因此怎么样才能在这个传统行业向电商改革不断迈进的全新时代下赢得竞争力，提高顾客满意度依旧是企业发展的重中之重。

校园 O2O，是专为在校大学师生构建的的服务平台，通过使用互联网技术，为高校师生提供云超市、外卖配送、生活必需品、饮食、就业培训、借贷等等服务。

文章着眼于调查南京工业大学校园O2O平台发展状况，通过对比校园O2O平台窝边优选以及八天在线作的运营策略，着重研究其经营现状，从两家平台的差异中找寻校园O2O平台想要持续发展的途径，得出能让平台既能扩大用户群，还能提升现有用户使用满意度的运营策略。希望通过此研究能为现有的校园O2O平台提供改善经营现状的思路。

关键词： O2O 营销模式 运营策略 电子商务 大学生 用户满意度

Campus O2O operation strategy analysis and research -- based on a comparative study of Eight Day Mart and Wobianyouxuan

Abstract

Now the vigorous development of the Internet economy, on which led to the technology of output products slowly seep into all aspects of people's life.With the rapid development of Internet economy, all kinds of products produced by its technology have gradually penetrated into every aspect of people's life. Therefore, the most valuable information in the 21st century is the network information. It is obvious that the Internet has become more and more convenient for our life, and Internet technology has become more and more closely integrated with our work and life. Faced with the general improvement of the utilization rate of Intelligent mobile terminal such as smart phones and tablet computers among the general population and the remarkable development of mobile Internet technology, it is difficult for people's lifestyle habits not to change with The Times. This kind of change leads to the business model is also carrying on the transformation, the traditional business model gradually Withers.

In the era of flourishing Internet economy, using the Internet to buy goods has gradually become people's life demand. At this stage, present users start does not meet the services provided by the traditional e-commerce. Therefore, the further development of e-commerce marketing mode is imperative. Among all the industries involved in e-commerce, the traditional retail industry has been hit the hardest. Therefore, how to win the competitiveness and improve customer satisfaction is still the top priority in the development of enterprises in the new era of e-commerce reform in this traditional industry.

Campus O2O is a service platform specially built for university teachers and students. Through the use of Internet technology, it provides cloud supermarket, take-out delivery, daily necessities, diet, employment training, loan and other services for university teachers and students.

Article focuses on investigation of Nanjing tech university campus O2O platform development, by comparing the campus O2O platform Wobianyouxuan and Eight Day Mart operation strategy, this paper studies the status quo of management, from the difference of the two platforms for campus O2O platform to the way of sustainable development, it is concluded that can let the platform can not only expand the user base, also can improve the existing operating strategy of user satisfaction. It is hoped that this research can provide the existing campus O2O platform with ideas to improve the operation status.

Key words: O2O marketing model; Operating strategy; The electronic commerce; College students; Users' satisfaction

目录

摘要 I

Abstract II

目录 V

第一章 绪论 1

1.1论文研究背景 1

1.2论文研究目的及意义 1

1.2.1 研究目的 1

1.2.2 研究意义 2

1.3论文研究方法与结构 2

第二章 校园O2O电子商务相关概念 4

2.1 O2O电商模式概述 4

2.2校园O2O电商模式概述 4

2.2.1校园O2O模式类型 5

2.2.2校园O2O电商平台现状 6

2.3.1国内文献综述 7

2.3.2国外文献综述 9

第三章 对八天在线和窝边优品的调查分析 10

3.1高校O2O平台运营分析 10

3.1.1八天在线运营调研 10

3.1.2窝边优选运营调研 10

3.2.1调查问卷的设计 12

3.2.2调查问卷的发放与回收 12

3.3调查问卷统计分析 13

3.5分析现存的问题 19

第四章 改进运营策略提升用户满意度 21

4.1 制定扩大用户市场的推广战略 21

4.1.1尝试与校方合作 21

4.1.2拓展平台业务 21

4.1.3纵向延伸顾客源 22

4.2 改进运营策略来提升用户体验 22

4.2.1形成自己的品牌文化 22

4.2.2用优秀的营销活动打造专属学生的云超市 23

4.2.3实现平台和用户之间的良性互动 23

总结 26

参考文献 28

附录 32

第一章 绪论

1.1论文研究背景

O2O（Online To Offline）电子商务模式始于美国，主要含义是通过线下实体经济与网络技术的合作，构建线上交易平台，将线下交易转移到互联网。

根据2019年的数据，在校大学生的数量已经高达2853.4万人，每个学生的年均生活费约为14856元而已依旧面临着不断地提高，因此高校学生总的年均生活费支出达到了惊人的4200亿人民币，纵观整个校园市场，其中蕴含的商机是不计其数的。高校用户生活在知识更新较快，科技飞速更迭的时代里，对校园电子商务有一定的接受能力，所以假设企业尝试在大学生群体当中切中某一个角度来进入校园市场，那对于企业品牌的传播和产品的售卖都会产生一定积极的影响。

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