Marketing Strategies of Second-hand Platforms Targeting Consumer Advertising Appeals

College of Business and Economics, Shanghai Business School, 201400 Shanghai, China

^* Corresponding author: This email address is being protected from spambots. You need JavaScript enabled to view it.

Abstract

With the rise of rational consumption and the expansion of the second-hand market, advertising on second-hand platforms has developed in a diversified manner. Consumer advertising appeals have a significant impact on marketing effectiveness, yet existing research inadequately explores the intrinsic mechanisms between the two. This study constructs an analytical framework from a dual “self-interest and altruism” perspective, taking consumer advertising appeals as the research focus, and employs a multiple-case comparative analysis method to explore optimization strategies for marketing on second-hand platforms. The study finds that current marketing on second-hand platforms is characterized by relatively single marketing strategies, obvious homogenization, and a relatively isolated marketing perspective, lacking synergy. This paper proposes corresponding collaborative optimization methods through the coordinated application of a “information transmission – emotional connection” dual path, achieving an organic integration of both self-interest and altruistic advertising appeals. This approach is crucial for optimizing advertising strategies and improving conversion efficiency on second-hand platforms. It provides practical theoretical references and actionable guidance for enhancing marketing efficiency and the brand value of second-hand platforms.