基于手机平台的APP营销模式研究

本科毕业论文题目：基于手机平台的APP营销研究学院:管理学院专业:市场营销学号:200905169015学生姓名:叶佩指导教师:罗俊日期:二○一三年六月武汉科技大学本科毕业论文I摘要2012年12月份，美国风投KPCB合伙人、“互联网女皇”玛丽•米克(MaryMeeker)发布的《2012互联网趋势报告》预计，2012年全球智能手机用户人数增长42%，人数可达11亿。而中国以2.7亿智能手机用户位居榜首，增速达50%[1]。这一数据充分说明了手机对现代大众消费者的意义。同时也说明了通过手机对成为了高效传达营销信息不可忽视的途径。因此本论文将深入讨论基于手机平台APP的营销问题。论文首先对APP营销作以简介，并讨论了其对企业的意义。接着主要论述APP营销的模式问题，包括APP营销的特点、具体模式等。接下来，论文给出了具体的基于手机的APP营销策略，并对这种营销模式的效率问题做了分析。论文总结了APP营销意义、三大基本模式、营销策略等相关问题的具体结论。关键字：APP营销；用户粘度；偏好；营销效率武汉科技大学本科毕业论文IIAbstractInDecember2012,UnitedStatesventureKPCBpartner,QueenoftheInternetMaryMeekerpublishedthe2012Internettrendsreportpredictingthattheglobalsmartphoneuserswouldincreaseby42%in2012,andthenumberofusersmightbeupto1.1billion.Andwith270millionsmartphoneusers,Chinawouldrankfirst,andtherateofgrowthupto50%.Thisdataillustratesthesignificanceofmoderncellphonetothemassconsumer.Atthesametime,itshowsthatmobilephonesarebecomingahighlyeffectivewaytoconveymarketingmessageswhichcannotbeignored.ThereforethispaperwillmakeadiscussionaboutmarketingissuesonthebasisofmobileAPPindepth.Firstly,thepaperdiscussedthesignificanceofAPPmarketingtotheenterprise.ThenitfocusedontheproblemsofAPPmarketingpatterns,includingcharacteristics,specificAPPmarketingmode.Next,thepapergivesaspecificmarketingstrategiesonAPP,andananalysisofefficiencyofthiskindofmarketingmodelof.Intheend,thereisasummaryofthesenseofAPPmarketing,threebasicmodels,marketingstrategiesandotherissuesrelatedtospecificconclusions.Keywords:APPmarketingmodel;Userviscosity;Preferences;Marketingefficiency武汉科技大学本科毕业论文III目录绪论............................................................................................................................................11研究背景........................................................................................................................12研究意义........................................................................................................................13研究内容简介................................................................................................................24文献综述........................................................................................................................34.1有关营销基础理论的文献综述.........................................................................34.2有关手机APP营销的文献综述........................................................................41APP与营销相关问题研究.....................................................................................................61.1手机媒体的信息传播及其对营销的意义.................................................................61.2APP技术......................................................................................................................61.3APP营销......................................................................................................................72APP营销对于企业的意义.....................................................................................................92.1企业眼中的APP价值................................................................................................92.2APP营销对企业竞争的意义....................................................................................103企业基于智能手机APP的营销模式.................................................................................133.1APP营销模式的特点................................................................................................133.2APP营销模式的优势与劣势....................................................................................143.3APP营销的三种基本模式........................................................................................153.4传统无线营销模式与APP营销模式的联系与区别..............................................153.5对APP营销模式下的关键问题分析......................................................................163.5.1用户对手机APP的粘度分析.......................................................................163.5.2用户对手机APP的使用偏好分析...............................................................184APP营销的具体策略...........................................................................................................224.1市场定位与分析.......................................................................................................224.2APP开发与维护........................................................................................................224.3APP定位与推广........................................................................................................234.4APP服务与支持........................................................................................................234.5与用户建立关系.......................................................................................................234.6效果评估与调整.......................................................................................................235典型手机APP的成功案例分析.........................................................................................265.1星巴克的APP营销..................................................................................................265.2屈臣氏化妆品零售APP...............................................................