本文關(guān)鍵詞：訊飛輸入法APP整合營銷傳播策略研究　出處：《安徽大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：互聯(lián)網(wǎng)應(yīng)用程序(APP)產(chǎn)業(yè)已經(jīng)不再是一個新興的產(chǎn)業(yè),然而對于互聯(lián)網(wǎng)應(yīng)用程序產(chǎn)品營銷傳播的研究還一直處于起步階段,與此題相關(guān)的文獻(xiàn)較少,暫未得到深入探討。本文以訊飛輸入法營銷傳播為研究對象,其中訊飛輸入法為典型的互聯(lián)網(wǎng)應(yīng)用程序,并且在現(xiàn)階段環(huán)境下,訊飛輸入法的營銷傳播面臨著巨大的挑戰(zhàn)同時也擁有著巨大的發(fā)展空間,需要進(jìn)一步分析現(xiàn)狀并提出建設(shè)性意見。本文運用文獻(xiàn)研究法、內(nèi)容研究法和訪談法來獲取研究材料與進(jìn)行分析研究,并得出了一些策略性建議。本文的主體部分主要分為訊飛輸入法APP產(chǎn)品現(xiàn)狀分析、訊飛輸入法APP營銷傳播現(xiàn)狀與問題、訊飛輸入法APP整合營銷傳播策略三個部分。關(guān)于訊飛輸入法APP產(chǎn)品現(xiàn)狀分析,主要從從市場、競品、用戶、綜合SWOT四個角度分析了產(chǎn)品現(xiàn)狀,在市場分析方面,受到搜狗輸入法一家獨大的市場份額擠壓和百度輸入法的強烈競爭,并且人口紅利時代已經(jīng)結(jié)束,現(xiàn)階段的互聯(lián)網(wǎng)市場領(lǐng)域產(chǎn)品競爭日趨激烈,應(yīng)該避免同質(zhì)化超小而精方向發(fā)展,并且致力于為用戶節(jié)省時間;在競品分析方面,比較分析了訊飛輸入法與另外兩大輸入法——搜狗輸入法、百度輸入法,分析出搜狗輸入法發(fā)力點在于手動輸入,持續(xù)做強做精,訊飛輸入法的發(fā)力點在于語音輸入,是輸入法行業(yè)里語音輸入技能的佼佼者,而百度輸入法手動輸入和語音輸入同時發(fā)力;在用戶分析方面,訊飛輸入法的各年齡段用戶使用率沒有明顯的特征,訊飛輸入法用戶較競品而言比較時尚,但購買力相對較低;在綜合SWOT方面,分析了產(chǎn)品內(nèi)部的優(yōu)勢與劣勢,產(chǎn)品外部的機遇與威脅。關(guān)于訊飛輸入法APP營銷傳播現(xiàn)狀與問題分析,得出訊飛輸入法營銷傳播現(xiàn)狀主要采用先找準(zhǔn)定位、快速切入市場,再通過品牌推廣、渠道推廣、產(chǎn)品運營來沉淀定位、進(jìn)行持續(xù)營銷傳播,最后進(jìn)行點燃引爆、利用爆發(fā)性事件營銷的方法。營銷傳播過程中也存在一些問題,由于產(chǎn)品事業(yè)部內(nèi)部分為不同團隊,各自為政,溝通協(xié)調(diào)不利,未形成傳播合力;并且營銷傳播活動方案與團隊績效考核標(biāo)準(zhǔn)不盡嚴(yán)密,重復(fù)營銷傳播,造成不實業(yè)績;產(chǎn)品定位方面,強調(diào)語音輸入,卻忽視了多樣性需求;營銷傳播方式與內(nèi)容往往較為傳統(tǒng),脫離新媒體語境。訊飛輸入法APP整合營銷傳播策略是本文的研究結(jié)果,也是文章的重點部分,主要是按照唐·E·舒爾茨的整合營銷傳播理論從內(nèi)容整合營銷和資源整合營銷角度來討論。在內(nèi)容整合方面,應(yīng)該針對不同同戶群體的特點,精確區(qū)隔用戶,制定群體專屬版本;應(yīng)該鞏固語音技術(shù)基石,提供一個具有競爭力的利益點,凸顯語音輸入功能優(yōu)勢;應(yīng)該關(guān)注用戶反饋,確認(rèn)目前用戶如何在心中進(jìn)行品牌定位,根據(jù)用戶評價分析用戶的關(guān)注點與用戶的需求點,從而調(diào)整產(chǎn)品與產(chǎn)品營銷傳播;應(yīng)該了解用戶情感需求與產(chǎn)品優(yōu)勢,建立一個突出的、整體的品牌個性。在資源整合方面,主要是從廣告、包裝、店面促銷資源整合、公關(guān)資源整合、整體資源整合三方面來討論,關(guān)鍵是最大限度地接觸消費者,做到應(yīng)用市場推廣、網(wǎng)盟推廣、換量推廣和微博推廣、微信推廣、論壇推廣、公關(guān)商務(wù)合作方推廣相互聯(lián)動。本文得出了獨創(chuàng)性與應(yīng)用性的結(jié)論,即訊飛輸入法APP在今后的發(fā)展中有如下策略性建議:針對年輕人和中老年人的不同需求,打造差異化的版本,致力于打造小而精的產(chǎn)品;鞏固產(chǎn)品語音技術(shù)優(yōu)勢,致力于建設(shè)個性化數(shù)據(jù)庫,提高用戶個人語音輸入誰別率,將產(chǎn)品的個性化優(yōu)勢作為宣傳推廣的重中之重,避免同質(zhì)化競爭,現(xiàn)階段先將年輕人作為營銷傳播的重點用戶,讓年輕人群體來輻射和帶動作用推廣語音輸入;在品牌營銷方面,依然將語音輸入作為營銷傳播的重中之重,加大對表情、皮膚、觸摸輸入、系統(tǒng)、輸入速度方面內(nèi)容的正面營銷傳播力度,并且對系統(tǒng)等問題的解決也應(yīng)該給予即時傳播;產(chǎn)品的整合營銷傳播需要建立一個突出的、整體的品牌個性,通過分析用戶的情感需求與產(chǎn)品優(yōu)勢,訊飛輸入法應(yīng)該設(shè)定一個年輕的、活潑的、可愛的、機智的、高效的、追求新生事物的品牌個性。應(yīng)該整合廣告、包裝、店面促銷資源、公關(guān)資源,做到應(yīng)用市場推廣、網(wǎng)盟推廣、換量推廣和微博推廣、微信推廣、論壇推廣、公關(guān)商務(wù)合作方推廣相互聯(lián)動,形成傳播合力。
[Abstract]:Internet Applications (APP) industry is no longer an emerging industry, but the research on the Internet applications product marketing communication has also been in the initial stage, the problems associated with this little literature, yet to be discussed in this paper. IFLYTEK input method of marketing communication as the research object, which is a typical Internet iFLYTEK input method the application, and under the current environment, marketing communication iFLYTEK input method is facing a huge challenge but also has a huge space for development, the need for further analysis of the current situation and puts forward some constructive opinions. This article uses the literature research method, research method and interview method to obtain the research materials and analysis, and draw some strategic suggestions. The main part of this paper is mainly divided into input analysis APP product status for Xunfei, iFLYTEK input method APP current situation and problems of marketing communication, Xunfei Input method APP integration of the three part of the marketing communication strategy. On the analysis of APP products of Xunfei input mainly from, from the market, competing products, users, SWOT analysis of the four products in the present situation, market analysis, strong competition by Sogou input method of a single large market share squeeze and Baidu input method the demographic dividend, and the end of the era, the Internet market products in the field at this stage in the increasingly fierce competition, should avoid the homogenization of ultra small and precise direction, and is committed to saving time for the user; in the competitive analysis, comparative analysis and other two iFLYTEK input method input method Sogou input method, Baidu input the analysis method, Sogou input method, the point is to force manual input, continuous stronger doing fine, iFLYTEK input point is to force the voice input, voice input is the input method skill leader in the industry, and Baidu Input method of manual input and speech input at the same time force; in terms of user analysis, iFLYTEK input method of the age of the user rate has no obvious characteristics, iFLYTEK input method users compared to competing products in terms of fashion, but the relatively low purchasing power; in SWOT, analyzes the advantages and disadvantages of internal products, and opportunities the threat of external product. On the analysis of the status quo and problems of APP marketing communication iFLYTEK input input method, the marketing status Xunfei mainly uses the first position, quickly into the market, through the brand promotion, channel promotion, product operations continued to precipitate positioning, marketing communication, and finally ignited detonated, using the method of explosive event marketing there are some problems. The process of marketing communication, due to the internal product division is divided into different teams, lack of coordination, communication and coordination, has not formed the communication ability; and camp Marketing communication activity plan and team performance assessment standards are not as strict, repeated marketing communication, caused by the industrial performance; product positioning, emphasizing voice input, but ignore the diversity of needs; marketing communication mode and the content is often more traditional, from the new media context. IFLYTEK input APP integrated marketing communication strategy is the results of this study, but the most important part, mainly according to the theory of integrated marketing communication of Tang E Schultz from the content of integrated marketing and marketing point of view to discuss the integration of resources. The content integration, should according to the characteristics of different user groups, user groups to develop accurate segmentation, exclusive version; should consolidate voice technology provides a cornerstone. A competitive advantage, highlighting the voice input function advantage; should pay attention to user feedback, the user how to confirm the current in the heart of the brand positioning, based on user evaluation Analysis of the user's attention and the needs of users, so as to adjust the product and product marketing; should understand the user needs and product advantages, the establishment of a prominent, overall brand personality. In terms of resource integration, mainly from advertising, packaging, store promotion resources, public resources integration, to discuss the three the overall integration of resources, the key is to maximize the exposure to consumers, so that the application of marketing, web promotion, change the promotion and promotion of micro-blog, WeChat promotion, Forum promotion, public relations and business partners to promote mutual linkage. The originality and application of the conclusion, the following suggestions iFLYTEK input method APP in the future development: according to the different needs of young people and the elderly, to create differentiated version, is committed to creating a small and exquisite products; consolidate product voice technology, is committed to the construction of personality Database, improve the user's personal voice input who don't rate, personalized advantage products as a priority among priorities of publicity and promotion, to avoid the homogenization of competition, the first stage of the young people as the key users of marketing communication, let the young people to radiation and leading role to promote the voice input; in the aspect of brand marketing, still the speech input as the priority among priorities of marketing communication, increase the expression of skin, touch input, system, positive aspects of marketing communication efforts input speed, and solve the problem of system problems should also be given immediate dissemination; integrated marketing communications products need to establish a prominent, overall brand personality through the analysis of the emotional needs of users and product advantages, iFLYTEK input method should set a young, lively, lovely, smart, efficient, the pursuit of new things. We should integrate advertising brand personality The store, packaging, promotional resources, public resources, so that the application of marketing, web promotion, change the promotion and promotion of micro-blog, WeChat promotion, Forum promotion, public relations and business partners to promote mutual linkage, forming communication efforts.

【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F49;F274

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