本文選題：移動(dòng)互聯(lián)網(wǎng)　切入點(diǎn)：情境需求　出處：《湖南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：移動(dòng)互聯(lián)網(wǎng)用戶規(guī)模持續(xù)擴(kuò)大,用戶真正跨入“網(wǎng)隨人動(dòng),隨時(shí)隨地,永遠(yuǎn)在線”的時(shí)代。隨著移動(dòng)互聯(lián)網(wǎng)上網(wǎng)場(chǎng)景和上網(wǎng)終端設(shè)備的不斷完善和多元化,移動(dòng)終端用戶的“線上虛擬世界”和“線下真實(shí)世界”日漸融合重疊。移動(dòng)互聯(lián)網(wǎng)服務(wù)已經(jīng)廣泛深刻地融入到用戶生活的方方面面。對(duì)于移動(dòng)終端用戶來(lái)說(shuō),“情境”是影響其消費(fèi)行為的主要因素。在此背景下,進(jìn)行基于移動(dòng)終端用戶情境需求的營(yíng)銷研究具有重要的研究意義和價(jià)值。移動(dòng)端的營(yíng)銷是以“人”為中心的營(yíng)銷,未來(lái)我們將“關(guān)注個(gè)體顧客,而不是細(xì)分市場(chǎng)”。通過移動(dòng)終端來(lái)實(shí)現(xiàn)用戶的情境需求的個(gè)性化營(yíng)銷具有天然優(yōu)勢(shì)。通過分析基于移動(dòng)終端用戶情境需求的微觀和宏觀營(yíng)銷環(huán)境,證實(shí)了基于移動(dòng)終端用戶情境需求營(yíng)銷的趨勢(shì),可行性和必要性。基于移動(dòng)終端用戶情境需求的營(yíng)銷以4I為指導(dǎo)原則,在具體的運(yùn)用中要以趣味性?shī)Z取用戶復(fù)雜情境中的注意力,以有用性滿足用戶現(xiàn)實(shí)情境需求,以交互性提升虛實(shí)情境的用戶體驗(yàn),以差異性致勝情境需求長(zhǎng)尾市場(chǎng)。在遵循興趣原則時(shí),信息內(nèi)容、表現(xiàn)形式都力求生動(dòng)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(shí),要同時(shí)關(guān)注用戶物質(zhì)上和精神上的利益滿足;在遵循互動(dòng)原則時(shí)要基于用戶情境之下與人和環(huán)境搭建互動(dòng)橋梁;在遵循個(gè)性化原則時(shí),要關(guān)注少數(shù)的和連續(xù)的情境需求。此外,在基于SICAS模式對(duì)移動(dòng)終端用戶的消費(fèi)行為進(jìn)行了細(xì)致的解讀的基礎(chǔ)上,提出全新的PAPES營(yíng)銷模式,并對(duì)PAPES營(yíng)銷模式的關(guān)鍵進(jìn)行了詳述。PAPES模式的關(guān)鍵在于從感知用戶“情景”轉(zhuǎn)向感知“情境”,分析個(gè)性化需求以實(shí)現(xiàn)免費(fèi)與付費(fèi)相結(jié)合,尋找特定的接觸點(diǎn)傳遞價(jià)值,從行為角度出發(fā)進(jìn)行營(yíng)銷傳播效果評(píng)估,即時(shí)更新和儲(chǔ)存有效數(shù)據(jù)以及注重用戶隱私保護(hù)。
[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(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274

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