發(fā)布時間：2018-03-14 16:07

  本文選題：移動互聯網　切入點：情境需求　出處：《湖南大學》2015年碩士論文　論文類型：學位論文

【摘要】：移動互聯網用戶規(guī)模持續(xù)擴大,用戶真正跨入“網隨人動,隨時隨地,永遠在線”的時代。隨著移動互聯網上網場景和上網終端設備的不斷完善和多元化,移動終端用戶的“線上虛擬世界”和“線下真實世界”日漸融合重疊。移動互聯網服務已經廣泛深刻地融入到用戶生活的方方面面。對于移動終端用戶來說,“情境”是影響其消費行為的主要因素。在此背景下,進行基于移動終端用戶情境需求的營銷研究具有重要的研究意義和價值。移動端的營銷是以“人”為中心的營銷,未來我們將“關注個體顧客,而不是細分市場”。通過移動終端來實現用戶的情境需求的個性化營銷具有天然優(yōu)勢。通過分析基于移動終端用戶情境需求的微觀和宏觀營銷環(huán)境,證實了基于移動終端用戶情境需求營銷的趨勢,可行性和必要性�；谝苿咏K端用戶情境需求的營銷以4I為指導原則,在具體的運用中要以趣味性奪取用戶復雜情境中的注意力,以有用性滿足用戶現實情境需求,以交互性提升虛實情境的用戶體驗,以差異性致勝情境需求長尾市場。在遵循興趣原則時,信息內容、表現形式都力求生動有趣,且不能將趣味性和泛娛樂化混為一談;在遵循利益原則時,要同時關注用戶物質上和精神上的利益滿足;在遵循互動原則時要基于用戶情境之下與人和環(huán)境搭建互動橋梁;在遵循個性化原則時,要關注少數的和連續(xù)的情境需求。此外,在基于SICAS模式對移動終端用戶的消費行為進行了細致的解讀的基礎上,提出全新的PAPES營銷模式,并對PAPES營銷模式的關鍵進行了詳述。PAPES模式的關鍵在于從感知用戶“情景”轉向感知“情境”,分析個性化需求以實現免費與付費相結合,尋找特定的接觸點傳遞價值,從行為角度出發(fā)進行營銷傳播效果評估,即時更新和儲存有效數據以及注重用戶隱私保護。
[Abstract]:The scale of mobile Internet users continues to expand, and users truly enter the era of "the Internet moves with people, anytime, anywhere and always online." with the continuous improvement and diversification of the mobile Internet access scene and terminal equipment, The "online virtual world" and "offline real world" of mobile end users are increasingly converging and overlapping. Mobile Internet services have been widely and profoundly integrated into all aspects of user life. "Environment" is the main factor affecting their consumption behavior. In this context, It is of great significance and value to carry out marketing research based on the situation needs of mobile end users. The marketing of mobile terminal is "people-centered" marketing. In the future, we will "focus on individual customers," By analyzing the micro and macro marketing environment based on the situation needs of mobile terminal users, it has natural advantages to realize the personalized marketing of users' situational needs through mobile terminals. The trend, feasibility and necessity of marketing based on mobile terminal user's situational demand are confirmed. The guiding principle of marketing based on mobile terminal user's situational demand is 4i. In the concrete application, we should seize the attention of the user in the complex situation with interest, meet the needs of the user's real situation with usefulness, and promote the user experience of the virtual situation by interaction. When following the principle of interest, the content and form of information are as vivid and interesting as possible, and can not be confused with fun and pan-entertainment; while following the principle of interest, Pay attention to both material and spiritual interests of users; build bridges with people and environments when following the principles of interaction; focus on a few and continuous situational needs when following the principle of personalization. Based on the detailed interpretation of the consumption behavior of mobile terminal users based on SICAS mode, a new PAPES marketing model is proposed. The key of PAPES marketing mode is to change from "situation" to "situation", to analyze the individualized demand to realize the combination of free and paid, and to find the specific contact point to transfer value, and the key of the model is to change the user's "scene" to "perception", and analyze the individualized demand to realize the combination of free and paid. Evaluate the effect of marketing communication from a behavioral point of view, update and store valid data immediately and pay attention to user privacy protection.
【學位授予單位】：湖南大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274

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本文編號：1611939