“微信运动”应用程序运营现状研究

发布时间：2018-02-12 22:07

本文关键词： APP运营微信运动 “微信运动”运营　出处：《北京体育大学》2017年硕士论文　论文类型：学位论文

【摘要】：科技进步改变着我们的生活。智能手机的普及为体育APP的发展提供了基础条件。种类繁多的体育APP应运而生,然而有些体育APP刚上线就面临着死亡,有一些体育健身APP却吸引了众多使用者,逐渐渗透到使用者的日常体育健身生活当中。然而由于体育APP仍属新鲜事物,目前对该领域的研究还比较少。所以本文希望通过对“微信运动”应用程序运营现状进行调查研究,了解“微信运动”应用程序的发展历程,总体运营情况及存在的问题,并通过目标用户的问卷调查和数据分析了解用户的需求,在此基础上提出未来“微信运动”应用程序运营的方案对策。本文采用文献资料法、访谈法、问卷调查法和数理统计法,对“微信运动”应用程序运营现状进行调查研究。“微信运动”应用程序内容设计包括五大板块四项设置,为用户提供运动记录功能,分享运动数据功能,比赛PK功能,以及通讯功能以及公益募捐功能。通过对“微信运动”应用程序的用户发放电子问卷,结合访谈结果进行研究发现:“微信运动”应用程序用户的女性稍微多于男性;年龄集中在25—30岁以及50岁以上两个年龄段;文化程度高的用户人数较多;职业收入稳定的、闲暇时间稳定的用户人数较多;用户的使用频率较高,且时间段集中在16点至22点期间;用户主要使用数据记录功能;用户满意度较高。“微信运动”应用程序营销渠道主要依靠用户的自发宣传,结合线上的自媒体网页推送以及线下的活动推广。策划的活动主要包括日常公益捐步的“益行家”活动,大型活动有“跑向里约”全民奥运活动,以及“团体捐步季”活动。研究发现,“微信运动”应用程序运营过程中存在一些问题:记录数据欠准确、APP使用耗电量快、数据流量多、占手机内存大。对用户运动形式有限制,科学健身指导不够。营销渠道窄,宣传力度不够。来自同类产品的竞争激烈。在此基础上,本文建议:1)完善内容设计和功能服务,成为用户健康管理工具;2)重视用户需求,增加科学的健身指导;3)进一步加强宣传营销,拓宽营销渠道;4)线上线下相结合,策划开展丰富的用户活动。
[Abstract]:The progress of science and technology is changing our life. Provides the basis for the development of sports of the popularity of smart mobile phone APP. Many kinds of sports APP came into being, but some sports APP just on the line in the face of death, some sports APP has attracted users gradually penetrated into the daily life of the sports fitness. However users because APP is still fresh things in sports, at present the research on this field is still relatively small. So we hope that through investigation and Research on the present situation of "WeChat" application operation, understand the development process of "WeChat" applications, overall operation situation and existing problems, and through the questionnaire survey data and target users analysis to understand the needs of users, on the basis of the future "WeChat" application operation solution countermeasures. This paper uses the methods of literature, interview, ask Questionnaire survey method and mathematical statistics, conducts the investigation and Study on the present situation of "WeChat" application operations. "WeChat" application content design includes five plates four arranged, providing motion recording function for users, data sharing sports game function, PK function, and communication function and function. Through the charitable donation "WeChat" app users issuing electronic questionnaire, based on the results of the interview study found: "WeChat user movement" Application of women slightly more than men; age concentrated in 25 - 30 years old and 50 years old by the age of two; the number of users more high education level occupation; stable income, leisure time stable user number; the use of high frequency of the user, and the period from 16 to 22 during the period; users use the data recording function; higher user satisfaction WeChat. " "The application of marketing channel mainly depends on the spontaneous publicity of the user, since the media activities of" push and offline promotion with the line. The planning activities include the daily public donation step "benefits experts" activities, large-scale activities "to Rio" National Olympic activities, and "Group donated step season" study found that, "there are some problems in WeChat application operation process: record data inaccurate, APP uses the power consumption, data flow, accounting for mobile phone memory. There are restrictions on the user movement form, scientific fitness guide is not enough. The marketing channel is narrow, lack of publicity from the fierce competition of similar products.. on this basis, the paper suggested: 1) improving the design of content services and functions, as users of health management tools; 2) pay attention to the needs of users, increase scientific fitness guide; 3) to further strengthen the publicity and marketing, expand the Marketing channels; 4) combined online and offline, planning to carry out rich user activities.

【学位授予单位】：北京体育大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：G80-05

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