基于移动终端用户情境需求的营销研究

发布时间：2018-03-14 16:07

本文选题：移动互联网　切入点：情境需求　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：移动互联网用户规模持续扩大,用户真正跨入“网随人动,随时随地,永远在线”的时代。随着移动互联网上网场景和上网终端设备的不断完善和多元化,移动终端用户的“线上虚拟世界”和“线下真实世界”日渐融合重叠。移动互联网服务已经广泛深刻地融入到用户生活的方方面面。对于移动终端用户来说,“情境”是影响其消费行为的主要因素。在此背景下,进行基于移动终端用户情境需求的营销研究具有重要的研究意义和价值。移动端的营销是以“人”为中心的营销,未来我们将“关注个体顾客,而不是细分市场”。通过移动终端来实现用户的情境需求的个性化营销具有天然优势。通过分析基于移动终端用户情境需求的微观和宏观营销环境,证实了基于移动终端用户情境需求营销的趋势,可行性和必要性。基于移动终端用户情境需求的营销以4I为指导原则,在具体的运用中要以趣味性夺取用户复杂情境中的注意力,以有用性满足用户现实情境需求,以交互性提升虚实情境的用户体验,以差异性致胜情境需求长尾市场。在遵循兴趣原则时,信息内容、表现形式都力求生动有趣,且不能将趣味性和泛娱乐化混为一谈;在遵循利益原则时,要同时关注用户物质上和精神上的利益满足;在遵循互动原则时要基于用户情境之下与人和环境搭建互动桥梁;在遵循个性化原则时,要关注少数的和连续的情境需求。此外,在基于SICAS模式对移动终端用户的消费行为进行了细致的解读的基础上,提出全新的PAPES营销模式,并对PAPES营销模式的关键进行了详述。PAPES模式的关键在于从感知用户“情景”转向感知“情境”,分析个性化需求以实现免费与付费相结合,寻找特定的接触点传递价值,从行为角度出发进行营销传播效果评估,即时更新和储存有效数据以及注重用户隐私保护。
[Abstract]:The scale of mobile Internet users continues to expand, and users truly enter the era of "the Internet moves with people, anytime, anywhere and always online." with the continuous improvement and diversification of the mobile Internet access scene and terminal equipment, The "online virtual world" and "offline real world" of mobile end users are increasingly converging and overlapping. Mobile Internet services have been widely and profoundly integrated into all aspects of user life. "Environment" is the main factor affecting their consumption behavior. In this context, It is of great significance and value to carry out marketing research based on the situation needs of mobile end users. The marketing of mobile terminal is "people-centered" marketing. In the future, we will "focus on individual customers," By analyzing the micro and macro marketing environment based on the situation needs of mobile terminal users, it has natural advantages to realize the personalized marketing of users' situational needs through mobile terminals. The trend, feasibility and necessity of marketing based on mobile terminal user's situational demand are confirmed. The guiding principle of marketing based on mobile terminal user's situational demand is 4i. In the concrete application, we should seize the attention of the user in the complex situation with interest, meet the needs of the user's real situation with usefulness, and promote the user experience of the virtual situation by interaction. When following the principle of interest, the content and form of information are as vivid and interesting as possible, and can not be confused with fun and pan-entertainment; while following the principle of interest, Pay attention to both material and spiritual interests of users; build bridges with people and environments when following the principles of interaction; focus on a few and continuous situational needs when following the principle of personalization. Based on the detailed interpretation of the consumption behavior of mobile terminal users based on SICAS mode, a new PAPES marketing model is proposed. The key of PAPES marketing mode is to change from "situation" to "situation", to analyze the individualized demand to realize the combination of free and paid, and to find the specific contact point to transfer value, and the key of the model is to change the user's "scene" to "perception", and analyze the individualized demand to realize the combination of free and paid. Evaluate the effect of marketing communication from a behavioral point of view, update and store valid data immediately and pay attention to user privacy protection.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274

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