基于3W2H模型的闲鱼商业模式研究

Research on Business Model of Xianyu Based on 3W2H Model

在共享经济背景下,闲置品交易的兴起和繁荣为盘活闲置资源提供了一个便利的渠道。本文以最具有代表性的闲置品交易网站之一的闲鱼网为研究对象,运用了3W2H商业模型理论框架,分别从客户、产品与服务、目标市场、盈利模式和营销策略五个方面挖掘闲鱼快速发展的原因,并分析闲鱼目前发展过程中可能存在的问题,总结经验,提出对策,从而为中国闲置品网络交易市场的健康快速发展提供一个借鉴作用。

Under the background of sharing economy,the rise and prosperity of idle goods trade provides a convenient channel for activating idle resources.Based on one of the most representative idle trading website of idle nets as the research object,the paper uses 3W2H business model theory framework to explore reasons of rapid development of Xianyu,respectively from the customer,product and service,target market,profit model and marketing strategy,and analyze the problems of it during the development process.Finally,we summed up experience and proposed the countermeasure,which provided a reference for the healthy and rapid development of China's idle goods online trading market.