趁早APP用户体验优化及整合营销传播方案

发布时间：2018-01-19 10:13

本文关键词： 趁早APP 品牌传播营销策划　出处：《浙江大学》2017年硕士论文　论文类型：学位论文

【摘要】：趁早APP上线于2017年1月,在苹果官方的应用市场APPstore里,它被定义为"帮你养成好习惯的时间管理工具"。但趁早APP不仅仅是一个时间管理工具,它依托于创始人王潇于2013年创立的国内女性励志品牌——"趁早",天然拥有一批认可趁早品牌价值、相信趁早精神的年轻女性用户,是一个青年女性社群的聚集地。尽管有着先天的优势,但趁早APP毕竟处于初生阶段,用户体验还不够完美,除了容易闪退、卡顿这些亟待技术解决的问题以外,趁早APP的界面也有待优化。APP的功能也不够丰富,还需要开发出更多有趣的玩法。本方案的策划目标是让趁早APP更好用,用户体验更顺畅;让趁早APP更好玩,功能更丰富;让更多人知道趁早、加入趁早,一起用、一起玩,提高趁早APP的下载量、注册量,提高用户的打开频率和忠诚度。因此,本方案将在对趁早APP进行市场分析、产品分析,明确其产品定位和目标人群,对趁早APP进行界面上的优化,并在此基础上制定出一套整合营销方案,包括整合创始人王潇、焕新天使、趁早星人这三大关键意见领袖,整合微博微信和天猫这三大传播渠道,整合线上线下,打通趁早APP和趁早party、趁早马甲线大赛、趁早跑团和读书会这些活动的连接。这三大部分互相关联,相辅相成,共同为提升传播效果服务。
[Abstract]:The APP was launched on January 2017, on Apple's official app market, APPstore. It is defined as a "time management tool to help you develop good habits." but APP is not just a time management tool. It relies on founder Wang Xiao in 2013 to establish a domestic women's motivational brand-"early", natural has a group of recognized early brand value, believe in the early spirit of young female users. Despite its inherent advantages, APP is still in its infancy, and the user experience is not perfect, except that it is easy to dodge. In addition to the technical problems that need to be solved by Catton, the interface of APP is not rich enough to optimize the functionality of .app. There is also a need to develop more interesting ways of playing. The goal of this solution is to make APP easier to use and the user experience to be smoother; Make APP fun and rich; Let more people know early, join early, use together, play together, increase the number of downloads, registration, increase the frequency and loyalty of users. This scheme will be in the early APP market analysis, product analysis, clear its product positioning and target population, the early APP interface optimization, and on this basis to develop a set of integrated marketing plan. Including the integration of founder Wang Xiao, reinvigorate angel, early star these three key opinion leaders, integration of Weibo WeChat and Tmall, the three major channels of communication, integration online and offline, early access to APP and early party. The three major events are connected to each other and serve to enhance the communication effect.
【学位授予单位】：浙江大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G206

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