中国移动吉林公司主营业务APP营销策略研究

发布时间：2018-05-19 12:12

本文选题：中国移动吉林公司 + APP　；参考：《吉林大学》2017年硕士论文

【摘要】：伴随移动互联网技术的快速发展,智能手机的迅速普及引领了手机APP应用的快速成长。人们的上网习惯逐步从电脑PC端转变为手机APP客户端。据中国互联网发展统计报告显示,我国网民的上网终端设备正在向手机客户端集中,智能手机已经逐步成为拉动网民规模增长的主要因素。截至2016年12月底,中国的网民规模达7.31亿,相当于欧洲人口的总和,互联网普及率达到53.2%,其中6.95亿网民是通过使用智能手机进行上网,占比高达95.1%。庞大的用户基数推动了APP更加迅猛地发展。在这种背景下,APP手机客户端软件的推广应用,将给企业带来不可估量的作用。APP采用原生态+H5页面结合的形式,android和i OS多版本并存,面向大众用户立足服务营销。国内的APP目前处于高速增长阶段。APP应用软件已经成为移动互联网市场中的一支潜力股。现今已涌现大量优秀的APP电商公司,如淘宝、京东、微信等客户端。其中阿里巴巴旗下的淘宝商城在2009年打造的双十一网购节,逐年创下销售奇迹。2016年淘宝双十一交易额超1207亿元,其中无线端交易额占比81.87%,人们通过线上购物的消费渠道已经发生转变。本文以中国移动吉林公司为实体研究对象,分析目前吉林移动公司在移动互联网时代的大背景下,主营业务营销现状及面临的困境,同时结合本人在中国移动通信集团吉林有限公司电子渠道运营工作经验,着眼时下最热门的APP客户端营销推广模式,为中国移动吉林公司主营业务APP营销制定策略,进而提升中国移动吉林公司业务销售收入、提高品牌知晓度及影响力。本文主要从中国移动吉林公司主营业务APP营销外部环境分析、业务营销现状及目标市场选择与定位方面进行深入剖析,充分说明中国移动吉林公司主营业务APP营销的必要性,并制定了主营业务APP营销策略,从营销策略转型、APP入口流量营销、用户体验式营销及对接外部项目营销四个方面制定对策,从而保证APP营销取得良好成效。本文的创新点:聚焦互联网营销热点,借助APP营销的优势,将中国移动吉林公司主营业务已陷入困境传统营销模式进行转型研究,为中国移动吉林公司主营业务APP营销制定策略,进而提升中国移动吉林公司业务销售收入、提高品牌知晓度及影响力。同时也为其他行业同样面临转型压力的企业提供一定的参考。
[Abstract]:With the rapid development of mobile Internet technology, the rapid spread of smart phones has led to the rapid growth of mobile APP applications. People's internet habits are gradually changing from PC to APP client. According to the statistics report of Internet development in China, the terminal equipment of Internet users in China is being concentrated to mobile phone clients, and smart phone has gradually become the main factor to stimulate the growth of the scale of Internet users. By the end of December 2016, China's Internet users had reached 731 million, equivalent to the total population of Europe, with Internet penetration reaching 53.2 percent, of which 695 million were using smartphones to access the Internet, accounting for as much as 95.1 percent. The huge user base has pushed APP to grow more rapidly. Under this background, the promotion and application of app mobile phone client software will bring inestimable effect to the enterprise. App adopts the original H5 page combination form, Android and I OS multi-version co-exist, facing the mass user base on service marketing. At present, APP application software has become a potential stock in the mobile Internet market. Nowadays, a large number of excellent APP e-commerce companies have emerged, such as Taobao, JingDong, WeChat and other clients. Taobao Mall, owned by Alibaba, created the double Eleven online shopping festival in 2009, which set up a sales miracle year by year. The turnover of Taobao's double Eleven in 2016 exceeded 120.7 billion yuan. Wireless ends account for 81.87% of transactions, people through online shopping channels have changed. This paper takes Jilin Company of China Mobile as the entity research object, analyzes the current situation and predicament of the main business marketing of Jilin Mobile Company under the background of the era of Mobile Internet. At the same time, based on my working experience in the electronic channel operation of China Mobile Communications Group Jilin Co., Ltd., I focus on the most popular APP client marketing promotion mode, and make the strategy for the APP marketing of the main business of Jilin Company of China Mobile. Then enhance China Mobile Jilin company business sales revenue, improve brand awareness and influence. This paper analyzes the external environment of the main business APP marketing of China Mobile Jilin Company, the present situation of the business marketing and the choice and orientation of the target market, and fully explains the necessity of the APP marketing of the main business of China Mobile Jilin Company. The APP marketing strategy of the main business has been formulated, which includes four aspects: the marketing strategy, the import flow marketing of app, the user experience marketing and the marketing of the docking external project, so as to ensure the good results of the APP marketing. The innovation of this paper: focus on the Internet marketing hot spots, with the advantage of APP marketing, the main business of Jilin Company of China Mobile has been in a dilemma of traditional marketing mode transformation research, To formulate the strategy for the APP marketing of the main business of China Mobile Jilin Company, and then to promote the sales revenue of Jilin Company of China Mobile, and to improve the brand awareness and influence. At the same time also for other industries are also facing the pressure of transformation of enterprises to provide a certain reference.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626;F274

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