| With the rapid popularization of intelligent terminals, mobile Internet changes people’s lifestyle more and more. At the same time, the Internet and traditional companies also begin to focus closely on the great changes of the business models. Such a great coming revolution of business provides a very valuable occasion for the strategy of mobile internet concerning the medium and small enterprises. According to the characteristics of the college students, mobile Internet has a strong appeal to them. They use the mobile Internet to meet the needs of life and study. In addition, because of the disadvantage of the traditional campus business, the establishment of O2 O business model for the campus life circle has a strong practical significance. For such a relatively concentrate and close group, how to build the linkage of business for the campus life circle online and offline? What kind of marketing strategy should be taken to expand the influence, change the students’ consumption habits, and improve the effectiveness of the campus businesses at the same time? How to use the existing platform to analyse the marketing management of the college students’ whole life cycle? All these problems are trying to be solved in this paper.The paper will be analyzed by the method of literature study, comparative study,experience summary and other methods. It has depth discussion on the SICNU O2 O business model based on mobile Internet. This paper is divided into six chapters altogether. Chapter one is to show the research background, purpose, significance and determine the research methods and overall framework of thesis; The second chapter analyses and comments the mobile Internet, O2 O mode, the theory of interactive marketing of mobile internet, customer satisfaction theory and the present study of the theory of big data; The third chapter analyses the SICNU students’ daily life, their consumption behavior, and the management situation of campus businesses, leading to the comparative analysis between the traditional model and O2 O commerce mode, reaching a conclusion about the adaptability and advantage of O2 O mode; The fourth chapter is a core chapter of the paper. It focus on the functions of SICNU O2 O platform and the detailed core operating system and also analyses the business profit model of the platform; Chapter five talks about the way to get customers, the marketing strategy of the platform, customer services and the cultivation of customer loyalty; The sixth chapter summarizes the study of the whole subject including the limitations of the present study and the vision of the future.The value of this subject has the following three aspects: Firstly, the O2 O platform about campus life circle brings new opportunities for dealers, also brings students better consumption experience; Secondly, as with the promotion of the platform, the lifecycle management of the college student will bring new developing opportunities and profit growth point for merchants and platform itself; Thirdly, the study of enterprise will provide the information reference for the development of O2 O business model, then leading to the attention to other vertical niche O2 O mode, such as community model, the elderly life circle. |
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