本文選題：中國移動吉林公司 + APP��； 參考：《吉林大學》2017年碩士論文

【摘要】：伴隨移動互聯(lián)網技術的快速發(fā)展,智能手機的迅速普及引領了手機APP應用的快速成長。人們的上網習慣逐步從電腦PC端轉變?yōu)槭謾CAPP客戶端。據(jù)中國互聯(lián)網發(fā)展統(tǒng)計報告顯示,我國網民的上網終端設備正在向手機客戶端集中,智能手機已經逐步成為拉動網民規(guī)模增長的主要因素。截至2016年12月底,中國的網民規(guī)模達7.31億,相當于歐洲人口的總和,互聯(lián)網普及率達到53.2%,其中6.95億網民是通過使用智能手機進行上網,占比高達95.1%。龐大的用戶基數(shù)推動了APP更加迅猛地發(fā)展。在這種背景下,APP手機客戶端軟件的推廣應用,將給企業(yè)帶來不可估量的作用。APP采用原生態(tài)+H5頁面結合的形式,android和i OS多版本并存,面向大眾用戶立足服務營銷。國內的APP目前處于高速增長階段。APP應用軟件已經成為移動互聯(lián)網市場中的一支潛力股。現(xiàn)今已涌現(xiàn)大量優(yōu)秀的APP電商公司,如淘寶、京東、微信等客戶端。其中阿里巴巴旗下的淘寶商城在2009年打造的雙十一網購節(jié),逐年創(chuàng)下銷售奇跡。2016年淘寶雙十一交易額超1207億元,其中無線端交易額占比81.87%,人們通過線上購物的消費渠道已經發(fā)生轉變。本文以中國移動吉林公司為實體研究對象,分析目前吉林移動公司在移動互聯(lián)網時代的大背景下,主營業(yè)務營銷現(xiàn)狀及面臨的困境,同時結合本人在中國移動通信集團吉林有限公司電子渠道運營工作經驗,著眼時下最熱門的APP客戶端營銷推廣模式,為中國移動吉林公司主營業(yè)務APP營銷制定策略,進而提升中國移動吉林公司業(yè)務銷售收入、提高品牌知曉度及影響力。本文主要從中國移動吉林公司主營業(yè)務APP營銷外部環(huán)境分析、業(yè)務營銷現(xiàn)狀及目標市場選擇與定位方面進行深入剖析,充分說明中國移動吉林公司主營業(yè)務APP營銷的必要性,并制定了主營業(yè)務APP營銷策略,從營銷策略轉型、APP入口流量營銷、用戶體驗式營銷及對接外部項目營銷四個方面制定對策,從而保證APP營銷取得良好成效。本文的創(chuàng)新點:聚焦互聯(lián)網營銷熱點,借助APP營銷的優(yōu)勢,將中國移動吉林公司主營業(yè)務已陷入困境傳統(tǒng)營銷模式進行轉型研究,為中國移動吉林公司主營業(yè)務APP營銷制定策略,進而提升中國移動吉林公司業(yè)務銷售收入、提高品牌知曉度及影響力。同時也為其他行業(yè)同樣面臨轉型壓力的企業(yè)提供一定的參考。
[Abstract]:With the rapid development of mobile Internet technology, the rapid spread of smart phones has led to the rapid growth of mobile APP applications. People's internet habits are gradually changing from PC to APP client. According to the statistics report of Internet development in China, the terminal equipment of Internet users in China is being concentrated to mobile phone clients, and smart phone has gradually become the main factor to stimulate the growth of the scale of Internet users. By the end of December 2016, China's Internet users had reached 731 million, equivalent to the total population of Europe, with Internet penetration reaching 53.2 percent, of which 695 million were using smartphones to access the Internet, accounting for as much as 95.1 percent. The huge user base has pushed APP to grow more rapidly. Under this background, the promotion and application of app mobile phone client software will bring inestimable effect to the enterprise. App adopts the original H5 page combination form, Android and I OS multi-version co-exist, facing the mass user base on service marketing. At present, APP application software has become a potential stock in the mobile Internet market. Nowadays, a large number of excellent APP e-commerce companies have emerged, such as Taobao, JingDong, WeChat and other clients. Taobao Mall, owned by Alibaba, created the double Eleven online shopping festival in 2009, which set up a sales miracle year by year. The turnover of Taobao's double Eleven in 2016 exceeded 120.7 billion yuan. Wireless ends account for 81.87% of transactions, people through online shopping channels have changed. This paper takes Jilin Company of China Mobile as the entity research object, analyzes the current situation and predicament of the main business marketing of Jilin Mobile Company under the background of the era of Mobile Internet. At the same time, based on my working experience in the electronic channel operation of China Mobile Communications Group Jilin Co., Ltd., I focus on the most popular APP client marketing promotion mode, and make the strategy for the APP marketing of the main business of Jilin Company of China Mobile. Then enhance China Mobile Jilin company business sales revenue, improve brand awareness and influence. This paper analyzes the external environment of the main business APP marketing of China Mobile Jilin Company, the present situation of the business marketing and the choice and orientation of the target market, and fully explains the necessity of the APP marketing of the main business of China Mobile Jilin Company. The APP marketing strategy of the main business has been formulated, which includes four aspects: the marketing strategy, the import flow marketing of app, the user experience marketing and the marketing of the docking external project, so as to ensure the good results of the APP marketing. The innovation of this paper: focus on the Internet marketing hot spots, with the advantage of APP marketing, the main business of Jilin Company of China Mobile has been in a dilemma of traditional marketing mode transformation research, To formulate the strategy for the APP marketing of the main business of China Mobile Jilin Company, and then to promote the sales revenue of Jilin Company of China Mobile, and to improve the brand awareness and influence. At the same time also for other industries are also facing the pressure of transformation of enterprises to provide a certain reference.
【學位授予單位】：吉林大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F626;F274

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