QZ移动流量秘书的价值研究

发布时间：2018-05-30 19:51

本文选题：流量秘书 + 流量　；参考：《华侨大学》2017年硕士论文

【摘要】：4G技术的发展已日趋改变手机用户的生活方式,同时也对移动运营商提出了更多的挑战。流量的使用作为用户最为关注的问题渐渐被运营商所重视。一方面丰富多彩的信息化社会使得用户对于流量有更多、更优质的需求,另一方面,面对传统业务的下降,运营商对于流量消费有更高的期待。研究者对比国外运营商的流量策略后发现,国内移动运营商普遍存在以下3个问题:(1)产品同质化;(2)经营策略同质化;(3)服务价值同质化的问题。为解决该类问题,进一步挖掘用户价值,增强用户粘性,QZ移动设计研发了流量秘书应用并投入使用,取得了一定的成果。为了能够进一步巩固移动运营商的市场占有优势,提高用户粘性,本文在产品设计理论、SoLoMo营销策略、价值理论的指导下,从流量秘书的产品设计、营销推广出发,追踪其使用状况并分析其应用价值及理论价值:应用价值:(1)流量秘书对于提高用户粘性、激发用户消费潜力起到巨大作用;(2)基于大数据反馈下流量秘书的改进有利于增强运营商服务水平,提高运营商竞争力;(3)将流量秘书平台化并整合各项生活功能后尚有巨大潜力可供挖掘。理论价值:(1)信息时代服务产品特别是网络服务产品的研发过程本质上是基于大数据下对信息收集发掘,将自身技术与用户需求匹配深化的结果。(2)网络外部性是运营商获取收益增量的重要源泉,运营商可结合某项关键产品通过营销手段构建服务产品网络外部性循环以达到增强网络外部性的目的。由于流量的消费及使用对于运营商有重大意义,本文希望通过借助对流量秘书的研究,为未来移动流量产品的开发设计提供参考。
[Abstract]:The development of 4G technology has gradually changed the lifestyle of mobile phone users, but also posed more challenges to mobile operators. The use of traffic as a user most concerned about the problem is gradually taken seriously by operators. On the one hand, the rich and colorful information society makes users have more and better demand for traffic. On the other hand, in the face of the decline of traditional services, operators have higher expectations for traffic consumption. After comparing the flow strategies of foreign operators, the researchers find that domestic mobile operators generally have the following three problems: 1) homogenization of products / 2) homogenization of business strategies and 3) homogenization of service value. In order to solve this kind of problem, further excavate the user value, strengthen the user stickiness QZ mobile design to develop the flow secretary application and put into use, obtained certain achievement. In order to further consolidate the market advantage of mobile operators and improve user stickiness, under the guidance of SoLoMo marketing strategy and value theory, this paper starts from the product design and marketing promotion of flow secretary. Track its use and analyze its application and theoretical value: application value: 1) flow secretary improves user stickiness, The improvement of traffic secretary based on big data feedback is helpful to enhance the service level of operators. To improve the competitiveness of operators, there is still great potential to be tapped after the traffic secretary platform is integrated with various life functions. Theoretical value: 1) in the information age, the research and development process of service products, especially network services, is essentially based on information collection and discovery under big data. The network externality is an important source for operators to gain revenue increment. Operators can construct network externality cycle of service products by marketing means to enhance network externality. As the consumption and use of traffic is of great significance to operators, this paper hopes to provide a reference for the development and design of mobile traffic products through the research of traffic secretary.
【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F626

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