讯飞输入法APP整合营销传播策略研究

发布时间：2018-01-05 17:18

本文关键词：讯飞输入法APP整合营销传播策略研究　出处：《安徽大学》2017年硕士论文　论文类型：学位论文

【摘要】：互联网应用程序(APP)产业已经不再是一个新兴的产业,然而对于互联网应用程序产品营销传播的研究还一直处于起步阶段,与此题相关的文献较少,暂未得到深入探讨。本文以讯飞输入法营销传播为研究对象,其中讯飞输入法为典型的互联网应用程序,并且在现阶段环境下,讯飞输入法的营销传播面临着巨大的挑战同时也拥有着巨大的发展空间,需要进一步分析现状并提出建设性意见。本文运用文献研究法、内容研究法和访谈法来获取研究材料与进行分析研究,并得出了一些策略性建议。本文的主体部分主要分为讯飞输入法APP产品现状分析、讯飞输入法APP营销传播现状与问题、讯飞输入法APP整合营销传播策略三个部分。关于讯飞输入法APP产品现状分析,主要从从市场、竞品、用户、综合SWOT四个角度分析了产品现状,在市场分析方面,受到搜狗输入法一家独大的市场份额挤压和百度输入法的强烈竞争,并且人口红利时代已经结束,现阶段的互联网市场领域产品竞争日趋激烈,应该避免同质化超小而精方向发展,并且致力于为用户节省时间;在竞品分析方面,比较分析了讯飞输入法与另外两大输入法——搜狗输入法、百度输入法,分析出搜狗输入法发力点在于手动输入,持续做强做精,讯飞输入法的发力点在于语音输入,是输入法行业里语音输入技能的佼佼者,而百度输入法手动输入和语音输入同时发力;在用户分析方面,讯飞输入法的各年龄段用户使用率没有明显的特征,讯飞输入法用户较竞品而言比较时尚,但购买力相对较低;在综合SWOT方面,分析了产品内部的优势与劣势,产品外部的机遇与威胁。关于讯飞输入法APP营销传播现状与问题分析,得出讯飞输入法营销传播现状主要采用先找准定位、快速切入市场,再通过品牌推广、渠道推广、产品运营来沉淀定位、进行持续营销传播,最后进行点燃引爆、利用爆发性事件营销的方法。营销传播过程中也存在一些问题,由于产品事业部内部分为不同团队,各自为政,沟通协调不利,未形成传播合力;并且营销传播活动方案与团队绩效考核标准不尽严密,重复营销传播,造成不实业绩;产品定位方面,强调语音输入,却忽视了多样性需求;营销传播方式与内容往往较为传统,脱离新媒体语境。讯飞输入法APP整合营销传播策略是本文的研究结果,也是文章的重点部分,主要是按照唐·E·舒尔茨的整合营销传播理论从内容整合营销和资源整合营销角度来讨论。在内容整合方面,应该针对不同同户群体的特点,精确区隔用户,制定群体专属版本;应该巩固语音技术基石,提供一个具有竞争力的利益点,凸显语音输入功能优势;应该关注用户反馈,确认目前用户如何在心中进行品牌定位,根据用户评价分析用户的关注点与用户的需求点,从而调整产品与产品营销传播;应该了解用户情感需求与产品优势,建立一个突出的、整体的品牌个性。在资源整合方面,主要是从广告、包装、店面促销资源整合、公关资源整合、整体资源整合三方面来讨论,关键是最大限度地接触消费者,做到应用市场推广、网盟推广、换量推广和微博推广、微信推广、论坛推广、公关商务合作方推广相互联动。本文得出了独创性与应用性的结论,即讯飞输入法APP在今后的发展中有如下策略性建议:针对年轻人和中老年人的不同需求,打造差异化的版本,致力于打造小而精的产品;巩固产品语音技术优势,致力于建设个性化数据库,提高用户个人语音输入谁别率,将产品的个性化优势作为宣传推广的重中之重,避免同质化竞争,现阶段先将年轻人作为营销传播的重点用户,让年轻人群体来辐射和带动作用推广语音输入;在品牌营销方面,依然将语音输入作为营销传播的重中之重,加大对表情、皮肤、触摸输入、系统、输入速度方面内容的正面营销传播力度,并且对系统等问题的解决也应该给予即时传播;产品的整合营销传播需要建立一个突出的、整体的品牌个性,通过分析用户的情感需求与产品优势,讯飞输入法应该设定一个年轻的、活泼的、可爱的、机智的、高效的、追求新生事物的品牌个性。应该整合广告、包装、店面促销资源、公关资源,做到应用市场推广、网盟推广、换量推广和微博推广、微信推广、论坛推广、公关商务合作方推广相互联动,形成传播合力。
[Abstract]:Internet Applications (APP) industry is no longer an emerging industry, but the research on the Internet applications product marketing communication has also been in the initial stage, the problems associated with this little literature, yet to be discussed in this paper. IFLYTEK input method of marketing communication as the research object, which is a typical Internet iFLYTEK input method the application, and under the current environment, marketing communication iFLYTEK input method is facing a huge challenge but also has a huge space for development, the need for further analysis of the current situation and puts forward some constructive opinions. This article uses the literature research method, research method and interview method to obtain the research materials and analysis, and draw some strategic suggestions. The main part of this paper is mainly divided into input analysis APP product status for Xunfei, iFLYTEK input method APP current situation and problems of marketing communication, Xunfei Input method APP integration of the three part of the marketing communication strategy. On the analysis of APP products of Xunfei input mainly from, from the market, competing products, users, SWOT analysis of the four products in the present situation, market analysis, strong competition by Sogou input method of a single large market share squeeze and Baidu input method the demographic dividend, and the end of the era, the Internet market products in the field at this stage in the increasingly fierce competition, should avoid the homogenization of ultra small and precise direction, and is committed to saving time for the user; in the competitive analysis, comparative analysis and other two iFLYTEK input method input method Sogou input method, Baidu input the analysis method, Sogou input method, the point is to force manual input, continuous stronger doing fine, iFLYTEK input point is to force the voice input, voice input is the input method skill leader in the industry, and Baidu Input method of manual input and speech input at the same time force; in terms of user analysis, iFLYTEK input method of the age of the user rate has no obvious characteristics, iFLYTEK input method users compared to competing products in terms of fashion, but the relatively low purchasing power; in SWOT, analyzes the advantages and disadvantages of internal products, and opportunities the threat of external product. On the analysis of the status quo and problems of APP marketing communication iFLYTEK input input method, the marketing status Xunfei mainly uses the first position, quickly into the market, through the brand promotion, channel promotion, product operations continued to precipitate positioning, marketing communication, and finally ignited detonated, using the method of explosive event marketing there are some problems. The process of marketing communication, due to the internal product division is divided into different teams, lack of coordination, communication and coordination, has not formed the communication ability; and camp Marketing communication activity plan and team performance assessment standards are not as strict, repeated marketing communication, caused by the industrial performance; product positioning, emphasizing voice input, but ignore the diversity of needs; marketing communication mode and the content is often more traditional, from the new media context. IFLYTEK input APP integrated marketing communication strategy is the results of this study, but the most important part, mainly according to the theory of integrated marketing communication of Tang E Schultz from the content of integrated marketing and marketing point of view to discuss the integration of resources. The content integration, should according to the characteristics of different user groups, user groups to develop accurate segmentation, exclusive version; should consolidate voice technology provides a cornerstone. A competitive advantage, highlighting the voice input function advantage; should pay attention to user feedback, the user how to confirm the current in the heart of the brand positioning, based on user evaluation Analysis of the user's attention and the needs of users, so as to adjust the product and product marketing; should understand the user needs and product advantages, the establishment of a prominent, overall brand personality. In terms of resource integration, mainly from advertising, packaging, store promotion resources, public resources integration, to discuss the three the overall integration of resources, the key is to maximize the exposure to consumers, so that the application of marketing, web promotion, change the promotion and promotion of micro-blog, WeChat promotion, Forum promotion, public relations and business partners to promote mutual linkage. The originality and application of the conclusion, the following suggestions iFLYTEK input method APP in the future development: according to the different needs of young people and the elderly, to create differentiated version, is committed to creating a small and exquisite products; consolidate product voice technology, is committed to the construction of personality Database, improve the user's personal voice input who don't rate, personalized advantage products as a priority among priorities of publicity and promotion, to avoid the homogenization of competition, the first stage of the young people as the key users of marketing communication, let the young people to radiation and leading role to promote the voice input; in the aspect of brand marketing, still the speech input as the priority among priorities of marketing communication, increase the expression of skin, touch input, system, positive aspects of marketing communication efforts input speed, and solve the problem of system problems should also be given immediate dissemination; integrated marketing communications products need to establish a prominent, overall brand personality through the analysis of the emotional needs of users and product advantages, iFLYTEK input method should set a young, lively, lovely, smart, efficient, the pursuit of new things. We should integrate advertising brand personality The store, packaging, promotional resources, public resources, so that the application of marketing, web promotion, change the promotion and promotion of micro-blog, WeChat promotion, Forum promotion, public relations and business partners to promote mutual linkage, forming communication efforts.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F49;F274

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