外卖手机客户端的传播与营销研究

发布时间：2018-05-17 00:03

本文选题：外卖手机客户端 + 传播　；参考：《西北大学》2015年硕士论文

【摘要】：随着移动互联网的迅速发展,它在用户数量和用户粘性上逐渐超越桌面互联网成为最主要的新媒体之一。新的媒介形式创造了庞大的市场容量,对互联网和IT行业有巨大驱动力,也使腾讯、阿里巴巴、百度等传统巨头互联网公司为争夺移动互联网市场而相互血拼。外卖手机客户端,一种将外卖行业与手机客户端实现有机结合,使消费者能够使用手机轻松实现寻找餐厅、点餐、支付、评论、分享等一系列功能的智能手机应用程序,随着移动互联网和智能手机媒介以及020商业模式的发展而逐渐产生并发展壮大。本文以外卖手机客户端为主要研究对象,从传播学和营销学出发,首先对外卖手机客户端的发展背景进行了阐述,借此剖析了外卖手机客户端的产生与发展,包括分析阐明其运营机制并对三款具有代表性客户端进行对比等；其次,本文从传播模式、传播方式、传播效果三方面对外卖手机客户端进行纵向垂直的审视；再者,本文从营销角度出发,从营销战略层面的商业模式、营销执行层面的营销策略、营销环境层面的SWOT分析对外卖手机客户端做了全方位的研究,清晰的论述了020模式对外卖手机客户端的重要性和其特点、价值实现过程、盈利模式等,运用4P理论对营销策略进行了分析,结合其具体的实施措施,也对其策略中的争议点进行了说明；除此之外,本文通过营销环境分析,发现了外卖手机客户端存在的不足与机遇,并提出了若干具体的建议。基于此研究基础,论文认为外卖手机客户端是快速发展的信息载体,为实现运营商、合作商家以及用户三方之间的良性互动提供了信息传递的平台。在营销层面上,外卖手机客户端拥有具有无限潜力的商业模式,其营销策略既有亮眼之处,也有过失之处。总的来说,外卖手机客户端作为一种新兴的发展的事物,具有强大的发展潜力,只要正确认识自身发展的优势与不足,利用发展机会,勇于应对发展中的挑战,外卖手机客户端必将走向逐渐成熟并获得更长远的发展。
[Abstract]:With the rapid development of mobile Internet, it has become one of the most important new media in terms of the number of users and user stickiness. The new media form has created a huge market capacity, a huge driving force for the Internet and IT industries, and has made traditional giants such as Tencent, Alibaba and Baidu compete with each other for the mobile Internet market. The take-out mobile phone client, a smartphone app that combines the take-out industry and mobile phone clients to make it easy for consumers to find restaurants, order meals, pay, comment, share and so on. With the development of mobile Internet, smart phone media and the 020 business model, it has gradually come into being and expanded. In this paper, taking the take-out mobile phone client as the main research object, from the point of view of communication and marketing, the background of the development of the external mobile phone client is expounded, and the emergence and development of the take-out mobile phone client are analyzed. Including the analysis of its operational mechanism and comparison of the three representative clients; secondly, this paper from three aspects of communication mode, mode of communication, communication effect of external sales of mobile phone clients vertical examination; From the point of view of marketing, this paper makes a comprehensive study on the business model of marketing strategy, marketing strategy at executive level and SWOT analysis on mobile phone clients in marketing environment. This paper discusses clearly the importance and characteristics of the 020 mode selling mobile phone client, the value realization process, the profit model, etc., and analyzes the marketing strategy with 4P theory, and combines with its concrete implementation measures. In addition, through the analysis of the marketing environment, this paper finds out the shortcomings and opportunities of the take-out mobile phone client, and puts forward some concrete suggestions. Based on this research, the paper thinks that the take-out mobile phone client is a rapidly developing information carrier, which provides a platform for information transmission between operators, cooperative merchants and users. On the marketing level, the take-out mobile phone client has a business model with unlimited potential, and its marketing strategy has some bright points as well as mistakes. Generally speaking, as a new developing thing, take-out mobile phone client has strong development potential, so long as we correctly understand the advantages and disadvantages of our own development, take advantage of the development opportunity, and have the courage to meet the challenges in the development. Take-out mobile phone client will be gradually mature and get a longer-term development.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：G206-F

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