發(fā)布時間：2018-05-30 19:51

  本文選題：流量秘書 + 流量�。� 參考：《華僑大學(xué)》2017年碩士論文

【摘要】：4G技術(shù)的發(fā)展已日趨改變手機(jī)用戶的生活方式,同時也對移動運(yùn)營商提出了更多的挑戰(zhàn)。流量的使用作為用戶最為關(guān)注的問題漸漸被運(yùn)營商所重視。一方面豐富多彩的信息化社會使得用戶對于流量有更多、更優(yōu)質(zhì)的需求,另一方面,面對傳統(tǒng)業(yè)務(wù)的下降,運(yùn)營商對于流量消費(fèi)有更高的期待。研究者對比國外運(yùn)營商的流量策略后發(fā)現(xiàn),國內(nèi)移動運(yùn)營商普遍存在以下3個問題:(1)產(chǎn)品同質(zhì)化;(2)經(jīng)營策略同質(zhì)化;(3)服務(wù)價值同質(zhì)化的問題。為解決該類問題,進(jìn)一步挖掘用戶價值,增強(qiáng)用戶粘性,QZ移動設(shè)計研發(fā)了流量秘書應(yīng)用并投入使用,取得了一定的成果。為了能夠進(jìn)一步鞏固移動運(yùn)營商的市場占有優(yōu)勢,提高用戶粘性,本文在產(chǎn)品設(shè)計理論、SoLoMo營銷策略、價值理論的指導(dǎo)下,從流量秘書的產(chǎn)品設(shè)計、營銷推廣出發(fā),追蹤其使用狀況并分析其應(yīng)用價值及理論價值:應(yīng)用價值:(1)流量秘書對于提高用戶粘性、激發(fā)用戶消費(fèi)潛力起到巨大作用;(2)基于大數(shù)據(jù)反饋下流量秘書的改進(jìn)有利于增強(qiáng)運(yùn)營商服務(wù)水平,提高運(yùn)營商競爭力;(3)將流量秘書平臺化并整合各項生活功能后尚有巨大潛力可供挖掘。理論價值:(1)信息時代服務(wù)產(chǎn)品特別是網(wǎng)絡(luò)服務(wù)產(chǎn)品的研發(fā)過程本質(zhì)上是基于大數(shù)據(jù)下對信息收集發(fā)掘,將自身技術(shù)與用戶需求匹配深化的結(jié)果。(2)網(wǎng)絡(luò)外部性是運(yùn)營商獲取收益增量的重要源泉,運(yùn)營商可結(jié)合某項關(guān)鍵產(chǎn)品通過營銷手段構(gòu)建服務(wù)產(chǎn)品網(wǎng)絡(luò)外部性循環(huán)以達(dá)到增強(qiáng)網(wǎng)絡(luò)外部性的目的。由于流量的消費(fèi)及使用對于運(yùn)營商有重大意義,本文希望通過借助對流量秘書的研究,為未來移動流量產(chǎn)品的開發(fā)設(shè)計提供參考。
[Abstract]:The development of 4G technology has gradually changed the lifestyle of mobile phone users, but also posed more challenges to mobile operators. The use of traffic as a user most concerned about the problem is gradually taken seriously by operators. On the one hand, the rich and colorful information society makes users have more and better demand for traffic. On the other hand, in the face of the decline of traditional services, operators have higher expectations for traffic consumption. After comparing the flow strategies of foreign operators, the researchers find that domestic mobile operators generally have the following three problems: 1) homogenization of products / 2) homogenization of business strategies and 3) homogenization of service value. In order to solve this kind of problem, further excavate the user value, strengthen the user stickiness QZ mobile design to develop the flow secretary application and put into use, obtained certain achievement. In order to further consolidate the market advantage of mobile operators and improve user stickiness, under the guidance of SoLoMo marketing strategy and value theory, this paper starts from the product design and marketing promotion of flow secretary. Track its use and analyze its application and theoretical value: application value: 1) flow secretary improves user stickiness, The improvement of traffic secretary based on big data feedback is helpful to enhance the service level of operators. To improve the competitiveness of operators, there is still great potential to be tapped after the traffic secretary platform is integrated with various life functions. Theoretical value: 1) in the information age, the research and development process of service products, especially network services, is essentially based on information collection and discovery under big data. The network externality is an important source for operators to gain revenue increment. Operators can construct network externality cycle of service products by marketing means to enhance network externality. As the consumption and use of traffic is of great significance to operators, this paper hopes to provide a reference for the development and design of mobile traffic products through the research of traffic secretary.
【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2017
【分類號】：F626

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