“双创”背景下大学生校园O2O创业路径分析--基于90后大学生网络消费行为的数据调查

Analysis on the Path for College Students' On-campus O2O Startups under the background of “Mass Entrepreneurship and Innovation”: Based on the Data Survey of Post-90 College Students' Internet Consuming Behavior

传统零售业与互联网的结合创造了不同市场领域的O2O(Online to Offline,线上到线下)模式。在"大众创业、万众创新"的号召下,大学生校园O2O创业已成为新的阵地。90后大学生的网络消费行为和习惯为大学生从事校园O2O创业奠定了良好的基础。通过问卷调查分析了芜湖高校园区90后大学生网络消费行为和一家O2O校园零售网站的运营现状和问题,进而提出大学生校园O2O创业的发展路径,如把把90后大学生群体消费需求特征,抢占校园市场先机,借助高校优势资源,推进校园020平台建设、运营、管理,注重差异化经营,制定能够吸引大学生群体的营销策略。

The combination of traditional retailing industry and the Intemet creates 020 mode in different markets. Under the background of ＂Mass Entrepreneurship and Innovation＂, there emerges a new type of 020 mode： college students＇ on-campus 020 start-ups. The post-90s college students＇ internet consuming behavior and habit have laid good foundation for college students＇ on-campus 020 start-ups. This paper analyzes the post-90s students＇ intemet consuming behavior in Wuhu＇s High Education Park as well as the present situation and operation problems of an 020 on-campus retailing website through questionnaires, based on which the paper proposes the development path for college students＇ on-campus 020 startups, such as grasping the features of post-90s college students＇ consuming demand, taking initiative in entering campus market, taking advantage of colleges＇ superior resources to promote the construction, operation and management of college 020 platform, paying attention to differentiated operation and setting up operational strategies that can attract college students.