本文選題：蘋果應(yīng)用程序商店　切入點：營銷策略　出處：《西南財經(jīng)大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：自從美國蘋果公司發(fā)布App Store應(yīng)用程序商店以來,不過才四年多的歷史。但就在這短短的幾年間,應(yīng)用程序商店帶動移動應(yīng)用程序市場,從應(yīng)用程序的開發(fā)技術(shù),到開發(fā)廠商的增長,再到用戶數(shù)量的膨脹,都展現(xiàn)出幾何倍數(shù)的爆炸式發(fā)展速度。目前,眾多移動廠商紛紛向著應(yīng)用程序的社交化和盈利多元化方面努力轉(zhuǎn)型。除了深入挖掘用戶需求和優(yōu)化用戶體驗,在完善游戲內(nèi)容之外,廠商逐漸把產(chǎn)品營銷策略和推廣工作當(dāng)做游戲運營中最重要的工作。而作為應(yīng)用程序中最重要類型的移動游戲,其產(chǎn)業(yè)的發(fā)展則引起了市場各方的高度關(guān)注：傳統(tǒng)游戲廠商紛紛開發(fā)iOS操作系統(tǒng)的游戲產(chǎn)品,并把App Store的游戲排行榜作為重要的市場占有率指標(biāo)；獨立開發(fā)者從用戶體驗出發(fā),致力于提供價廉物美的游戲；各國的電信運營商、貨幣支付服務(wù)提供商等也爭先恐后地在該平臺上推出自己的服務(wù)；互聯(lián)網(wǎng)產(chǎn)業(yè)研究學(xué)者們也加大對移動游戲的研究,關(guān)于App Store的商業(yè)研究也越來越頻繁地出現(xiàn)在各大主流媒體上。因此,在這個時代背景下,研究App Store平臺上移動游戲開發(fā)者的商業(yè)模式和營銷策略具有強(qiáng)烈的現(xiàn)實意義。 論文主要從以下四個部分進(jìn)行論述： 第一部分論述的是論文研究的市場背景的情況。主要會從蘋果應(yīng)用程序軟件商店的經(jīng)營現(xiàn)狀進(jìn)行深入研究,分別從App Store(?)勺發(fā)展?fàn)顩r,產(chǎn)業(yè)鏈結(jié)構(gòu)和現(xiàn)狀,營銷管理模式以及商店管理模式進(jìn)行背景分析。 第二部分介紹了論文的研究主體基礎(chǔ)知識。首先,論文介紹了定義商業(yè)模式的三種方法論,分別是價值鏈創(chuàng)造論、系統(tǒng)論以及盈利模式論；其次,通過對商業(yè)模式的兩大模塊,即結(jié)構(gòu)性模塊和關(guān)聯(lián)模塊,對影響和改變移動游戲運作模式的因素進(jìn)行內(nèi)部分析和外部分析；最后,從移動游戲的盈利模式和推廣模式這兩種商業(yè)模式要素對移動游戲的運營過程進(jìn)行詳細(xì)的論述分析。 第三部分論文從產(chǎn)品、定價、促銷、渠道以及用戶體驗五個角度對支持App Store的移動游戲廠商營銷策略進(jìn)行分析。本文詳細(xì)闡述了移動游戲特有的用戶體驗策略。包括以下四個方面：(1)論述“用戶體驗”概念和“可用性”概念的區(qū)別和聯(lián)系；(2)企業(yè)如何從理念上做好用戶體驗；(3)做好用戶體驗的意義。(4)用戶體驗的前提,即用戶數(shù)據(jù)分析和競品分析的研究。 最后一部分論文以知名移動游戲廠商Gameloft為研究案例,從理論研究結(jié)合案例實際的出發(fā)點出發(fā),從產(chǎn)品、定價、渠道和促銷這四個方面分析其市場營銷策略的現(xiàn)狀,并對App Store的市場環(huán)境和游戲產(chǎn)業(yè)的發(fā)展趨勢做了預(yù)測。最后,將Gameloft的營銷策略,與移動互聯(lián)網(wǎng)的發(fā)展趨勢進(jìn)行對比分析,對該游戲廠商在現(xiàn)有市場環(huán)境下的發(fā)展提出建議。
[Abstract]:Apple has only had a history of more than four years since the launch of the App Store App Store. But in just a few short years, the App Store has driven the mobile app market from the technology of application development. To the growth of the developer, and then to the expansion of the number of users, there is an explosive growth rate of geometric multiples. At present, A number of mobile vendors have made a transition to socializing and diversifying their apps. In addition to digging deep into user needs and optimizing user experience, mobile vendors have improved their game content. Vendors increasingly see product marketing and promotion as the most important job in game operations, and as the most important types of mobile games in applications, The development of its industry has aroused great concern from all sides of the market: traditional game manufacturers have developed game products of iOS operating system and regarded App Store's game ranking as an important index of market share, and independent developers have started from the user experience. Dedicated to providing inexpensive games; telecom operators and money payment service providers from all over the world have rushed to launch their own services on the platform; Internet industry researchers have also increased their research on mobile games. The commercial research on App Store appears more and more frequently in the mainstream media. Therefore, it is of great practical significance to study the business model and marketing strategy of mobile game developers on the App Store platform under the background of this era. This paper mainly discusses the following four parts:. The first part deals with the market background of the thesis. The development status, industrial chain structure and present situation, marketing management model and store management mode are analyzed. The second part introduces the basic knowledge of the main body of the thesis. Firstly, the thesis introduces three methodologies to define the business model, namely, the value chain creation theory, the system theory and the profit model theory. Through the two modules of the business model, namely, the structural module and the association module, the factors that affect and change the mode of mobile game operation are analyzed internally and externally. Finally, The operating process of mobile game is discussed and analyzed in detail from the profit mode and promotion mode of mobile game. The third part of the paper from the product, pricing, promotion, This paper analyzes the marketing strategy of mobile game manufacturer which supports App Store from five angles of channel and user experience. This paper expounds the unique user experience strategy of mobile game in detail, including the following four aspects:: 1) discusses "user experience" "the difference and connection between the concept of" availability "and the concept of" usability "2) how to do a good job of user experience in an enterprise conceptually. (3) how to do a good job in the meaning of user experience. (4) the premise of user experience. Namely user data analysis and competition analysis research. In the last part of the thesis, the author takes Gameloft as the case study case, starting from the starting point of theoretical research and case practice, analyzing the current situation of its marketing strategy from four aspects: product, pricing, channel and promotion. The market environment of App Store and the development trend of game industry are forecasted. Finally, the marketing strategy of Gameloft and the development trend of mobile Internet are compared and analyzed, and some suggestions are put forward for the development of the game manufacturer under the existing market environment.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F49;F274

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本文編號：1591904