SoLoMo营销模式大学校园代理中的应用
This thesis analyzes the students’ preferences and the condition of campus agents at Jiangsu Normal University through the way of literature research. According to the literature, some hypotheses are given for students and agents and then two questionnaires are designed based on SoLoMo marketing model, collecting basic information such as students’ buying behavior, scale or marketing strategy to verify hypothesis and find the problems. Finally, some helpful suggestions combined with the SoLoMo marketing model will be provided to campus agents at JSNU.26654
Key Words：SoLoMo Campus agency E-commerce marketing strategy
摘 要近年来，电子商务发展迅速。2011年，SoLoMo营销模式被提出，随后这种营销模式就在国内被广泛运用于各种商业活动，各行各业将SoLoMo的融合做得有声有色。同时，校园内有许多学生，他们其中一部分加入到了电子商务这一行列，另一部分做着商家、厂家的校园代理，或是和朋友一起代购外国商品。他们运用各种方式进行着营销活动，但是其中存在着很多问题。
本文首先运用文献综述法了解当代大学生消费特点和偏好以及校园代理的相关情况，然后根据文献对江苏师范大学学生消费偏好以及校园代理的情况提出相关假设。基于SoLoMo营销模式，设计两份问卷，分别搜集江苏师范大学学生的购买心理和偏好以及江苏师范大学校园代理的规模、营销方式的信息，验证假设，并发现其中存在的问题。最后根据上述相关研究，本文将结合SoLoMo营销模式，为江苏师范大学的代理提出一些有关营销宣传模式方面的建议。
关键词：SoLoMo 校园代理 电子商务营销策略
Contents
Chapter 1 Introduction 1
1.1 The Development of Domestic Mobile Internet 1
1.2 The Development of Campus Agency in Recent Years 2
1.3 Research Purpose and Meaning 3
1.4 Research Questions 4
1.5 Research Methods 4
Chapter 2 Literature Review 5
2.1 The Definition of SoLoMo 5
2.2 SoLoMo Development in China 6
Chapter 3 Methodology 8
3.1 Research Hypothesis 8
3.1.1 Research Hypothesis of Average Students 8
3.1.2 Research Hypothesis of Campus Agents 8
3.1.3 Research Hypothesis of Promotion Approach Based on SoLoMo 9
3.2 Research Factors 9
3.3 Questionnaire Design 10
3.3.1 Questionnaire for Average Students 10
3.3.2 Questionnaire for Campus Agents 10
3.3.3 Options Design of SoLoMo Using 11
Chapter 4 Result and Discussion 14
4.1 Reliability and Validity 14
4.1.1 Reliability Analysis 14
4.1.2 Validity Analysis 14
4.2 Data Collection and Sample Description 16
4.2.1 Sample Description of Questionnaires 16
4.2.2 The Characteristics of Students at JSNU 19
4.2.3 The Situation of Campus Agents 20
4.3 Summary of Two Groups 22
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