随着大数据和“互联网+”时代的到来,APP因具有广阔的市场前景而备受青睐。然而,目前的大学校园APP市场也存在许多如“僵尸应用”之类的不良现象。APP的生命周期分为策划与开发、推广、维护、盈利四个阶段,其中后三阶段也可统称为运营。本文通过对案例的研讨,以及参考了有关文献,总结出APP推广与盈利阶段的关键任务与有效模式,并在此过程中提出了作者的创新观点。 With the advent of big data and the “Internet +” era, APP is favored for its broad market prospects. However, there are many disadvantages like the “zombie application” in the current university campus APP market. APP’s life cycle is divided into planning and development, promotion, maintenance, profitability four stages, of which the latter three stages can also be collectively referred to as operations. Through the discussion of the case and reference to the relevant literature, this article summarizes the key tasks and effective modes of the APP promotion and profit phase, and in the process, presents the author’s innovative point of view.