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P公司APP客户端的营销策略研究

ABSTRACT第4页
摘要第5-6页
LIST OF ABBREVIATIONS第6-17页
1 INTRODUCTION第17-21页
    1.1 RESEARCH BACKGROUND第17-18页
    1.2 RESEARCH SIGNIFICANCE第18-19页
    1.3 METHOD AND PROCEDURE第19-20页
        1.3.1 Literature Review第19页
        1.3.2 Data Analysis第19页
        1.3.3 SWOT Analysis第19-20页
        1.3.4 Sales Growth Method第20页
    1.4 MAIN CONTENT AND LOGICAL STRUCTURE第20-21页
2 LITERATURE REVIEW第21-33页
    2.1 RELATED REACH OF APP第21-23页
        2.1.1 Concept of APP第21页
        2.1.2 Factors Affecting the use of APPs第21-22页
        2.1.3 APP Marketing Model and Strategy第22页
        2.1.4 Education APP Promotion第22-23页
    2.2 MOBILE INTERNET MARKETING第23-27页
        2.2.1 Foreign Research第23-24页
        2.2.2 Domestic Research第24-25页
        2.2.3 Mobile Internet Marketing 4I Model第25-27页
        2.2.4 Consumer Behavior Model第27页
    2.3 MOBILE ADVERTISING第27-31页
        2.3.1 Major Types of Mobile Advertising第28-30页
        2.3.2 Factors Affecting the Effectiveness of Mobile Advertising第30-31页
    2.4 PRODUCT LIFE CYCLE THEORY第31-33页
3. CASE DESCRIPTION第33-43页
    3.1 DEVELOPMENT OF EDUCATION APP第33-35页
    3.2 P COMPANY PROFILE第35页
    3.3 ORGANIZATION AND RESPONSIBILITIES第35-36页
    3.4 PRODUCT第36-41页
        3.4.1 Product design concept第36-38页
        3.4.2 Product development第38-41页
    3.5 OPERATING DILEMMA第41-43页
4 CASE ANALYSIS第43-50页
    4.1 USER VISCOSITY第43页
    4.2 PRODUCT LIFE CYCLE ANALYSIS第43-45页
    4.3 MARKETING APPROACH OF THE P COMPANY第45-47页
    4.4 4I ANALYSIS OF P第47页
    4.5 SWOT ANALYSIS OF P第47-48页
    4.6 CONCLUSION第48-50页
5 APP PROMOTION SELECTION第50-55页
    5.1 APP STORE PROMOTION第50页
    5.2 ADVERTISEMENT第50页
    5.3 MEDIA PROMOTION第50-51页
    5.4 SOCIAL PROMOTION第51页
    5.5 VOLUME CHANGE COOPERATION第51页
    5.6 OFFICIAL WEBSITE第51-52页
    5.7 PRE INSTALL第52页
    5.8 SEARCHING ENGINE MARKING AND OPTIMIZATION (SEM AND SEO)第52-55页
        5.8.1 Searching Engine Marketing (SEM)第52-54页
        5.8.2 Search engine optimization (SEO)第54-55页
6. APP'S MOBILE ADVERTISING STRATEGY第55-62页
    6.1 ANALYSIS OF FACTORS AFFECTING THE EFFECTIVENESS OF MOBILE ADVERTISING第55-57页
        6.1.1 Advertising Design Factors第55-56页
        6.1.2 Scene Factor第56-57页
        6.1.3 User Perception Factor第57页
    6.2 ADVERTISING STRATEGY第57-62页
        6.2.1 Strategy Based on Identification第57-58页
        6.2.2 Strategy Based on Immediacy第58-59页
        6.2.3 Strategy Based on Interactivity第59页
        6.2.4 Strategy Based on Individualization第59-62页
7 CONCLUSION AND PROSPECTS OF THE RESEARCH第62-64页
    7.1 CONCLUSION第62页
    7.2 PROSPECTS第62-64页
REFERENCE第64-65页

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