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校园O2O商务模式探究 ——“美时美刻”安心美妆

Study on the Campus O2O Business Model: “Meishi Meike” Anxin Beauty

Progress in Social Sciences / 2025,7(10): 768-774 / 2025-10-30 26 11

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• Authors: 余晶莹 罗佳 徐梓铭
• Information:

  四川轻化工大学，宜宾

• Keywords:
  CampusO2O; Beauty market; Online and off lineinte gration; Measures
  校园O2O; 美妆市场; 线上线下融合; 措施
• Abstract: The rapid development of the Internet and e-commerce has promoted the widespread application of the O2O (Online to Offline) business model in various fields. The campus market, as a special market with enormous consumption potential, has seen the beauty industry grow rapidly within it. College students’ demand for beauty products is increasing, as they not only pursue the practicality of products but also value the shopping experience and product quality. “Mei Shi Mei Ke” Trusted Beauty aims to build a campus O2O beauty mini-program service platform, themed “Inheriting Traditional Chinese Medicine Culture, Creating a New Fashion of Beauty.” By integrating online and offline channels—purchasing products online and providing offline customized services—it offers college students convenient and high-quality beauty products and services. This paper, through an in-depth study of “Mei Shi Mei Ke’s” O2O business model, proposes strategies such as strengthening marketing and brand building, enhancing consumers’ awareness and acceptance of Chinese medicine beauty products, with the aim of further promoting the development of the Chinese medicine beauty industry. Additionally, it seeks to explore the development path of the campus beauty market and provide references for the adoption of O2O business models in beauty and other industries within the campus market, thereby promoting the healthy development of the campus O2O model. 互联网与电子商务的快速发展，推动O2O（OnlinetoOffline）商务模式在各个领域得到广泛应用。校园市场作为一个具有巨大消费潜力的特殊市场，随着美妆行业在校园市场中发展迅速，大学生对美妆产品的需求日益增长，不仅追求产品的实用性，还注重购物体验和产品质量。“美时美刻”安心美妆致力于打造校园O2O美妆小程序服务平台，以“传承中药文化，打造美丽新风尚”为主题，通过线上线下融合的方式，线上购买产品、线下定制化服务……为大学生提供便捷、优质的美妆产品与服务。本文通过深入研究“美时美刻”的O2O商务模式，提出加强市场推广和品牌建设，提升消费者对中药美妆的认知度与接受度等策略，以期进一步推动中药美妆产业发展，同时，为探索校园美妆市场的发展路径，为美妆及其他行业在校园市场开展O2O业务提供参考与借鉴，进而推动校园O2O模式的健康发展。
• DOI: https://doi.org/10.35534/pss.0710131 (registering DOI)
• Cite: 余晶莹，罗佳，徐梓铭．校园O2O商务模式探究——“美时美刻”安心美妆［J］．社会科学进展，2025，7（10）：768-774.