本文關(guān)鍵詞： 購(gòu)物類(lèi)APP 營(yíng)銷(xiāo)策略 用戶行為　出處：《中央民族大學(xué)》2017年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：飛速發(fā)展的移動(dòng)互聯(lián)網(wǎng)催生出了各式各樣的新產(chǎn)品,這些互聯(lián)網(wǎng)產(chǎn)品不斷地改變著人們的生活方式。APP的誕生,完美的融合了圖片、視頻等方式的移動(dòng)營(yíng)銷(xiāo),帶給了人們前所未有的新體驗(yàn)。當(dāng)前國(guó)內(nèi)外APP種類(lèi)眾多,包含了購(gòu)物類(lèi)、社交類(lèi)、導(dǎo)航類(lèi)、支付類(lèi)、閱讀類(lèi)、通訊類(lèi)、游戲類(lèi)等幾十個(gè)類(lèi)別,其內(nèi)容涵蓋了我們衣食住行的方方面面。隨著高速滲透的移動(dòng)互聯(lián)網(wǎng),電商企業(yè)逐步將APP納入自己的營(yíng)銷(xiāo)全局中。利用APP進(jìn)行營(yíng)銷(xiāo)已成為各大電商平臺(tái)爭(zhēng)奪的核心和焦點(diǎn)。APP早已不再是一個(gè)簡(jiǎn)單的客戶端，若想讓用戶感受到實(shí)用性的同時(shí)又對(duì)其購(gòu)買(mǎi)行為產(chǎn)生影響,各大電商必須不斷地致力于APP的建設(shè)和營(yíng)銷(xiāo)策略的推陳出新。因此探討分析APP的各類(lèi)營(yíng)銷(xiāo)策略對(duì)用戶行為所產(chǎn)生的影響,是非常有必要和有意義的。本文從理論角度梳理了 APP營(yíng)銷(xiāo)的相關(guān)概念,指出了 APP營(yíng)銷(xiāo)的精準(zhǔn)性、互動(dòng)性等優(yōu)勢(shì)。接下來(lái),以APP營(yíng)銷(xiāo)策略入手,從其對(duì)用戶體驗(yàn)和用戶購(gòu)買(mǎi)決策這兩方面的影響概述分析了 APP豐富的營(yíng)銷(xiāo)策略,由此引出購(gòu)物類(lèi)APP營(yíng)銷(xiāo)策略對(duì)用戶行為產(chǎn)生的影響的假設(shè)。筆者對(duì)大量文獻(xiàn)進(jìn)行閱讀和分析后,選出四種目前比較有代表性的購(gòu)物類(lèi)APP營(yíng)銷(xiāo)策略,即:基礎(chǔ)功能擴(kuò)展,模式創(chuàng)新,互動(dòng),獎(jiǎng)勵(lì)機(jī)制,分別認(rèn)為這四種營(yíng)銷(xiāo)策略均會(huì)對(duì)用戶行為中的用戶體驗(yàn)及用戶購(gòu)買(mǎi)決策產(chǎn)生正向影響,同時(shí)用戶行為對(duì)用戶購(gòu)買(mǎi)決策也會(huì)產(chǎn)生正向影響。本文共提出九項(xiàng)假設(shè),為對(duì)假設(shè)進(jìn)行驗(yàn)證,筆者選取當(dāng)下使用者較為廣泛的購(gòu)物類(lèi)APP作為案例研究,結(jié)合國(guó)內(nèi)外營(yíng)銷(xiāo)策略的理論,利用軟件構(gòu)建出結(jié)構(gòu)方程模型。模型擬合所需要的數(shù)據(jù)通過(guò)調(diào)查問(wèn)卷獲取。調(diào)查問(wèn)卷中的各題項(xiàng)以結(jié)構(gòu)方程模型中的各觀測(cè)變量為主要內(nèi)容。問(wèn)卷設(shè)計(jì)完畢后,筆者通過(guò)問(wèn)卷星在線問(wèn)卷調(diào)查平臺(tái)發(fā)放了兩百余份問(wèn)卷進(jìn)行初測(cè),初測(cè)的目的是對(duì)問(wèn)卷的信度及相關(guān)性進(jìn)行評(píng)測(cè),并收集被調(diào)查者對(duì)問(wèn)卷各個(gè)題項(xiàng)設(shè)置的意見(jiàn),最終將意見(jiàn)匯總交由專家進(jìn)行評(píng)定。問(wèn)卷初測(cè)通過(guò)后,筆者根據(jù)專家意見(jiàn)調(diào)整了問(wèn)卷,并再次利用問(wèn)卷星平臺(tái)投放了大量問(wèn)卷,最終回收了一千余份有效問(wèn)卷,作為模型驗(yàn)證的數(shù)據(jù)。將數(shù)據(jù)導(dǎo)入至模型中進(jìn)行擬合,根據(jù)擬合結(jié)果同時(shí)結(jié)合相關(guān)文獻(xiàn),筆者對(duì)模型結(jié)構(gòu)進(jìn)行了調(diào)整。根據(jù)最終的模型結(jié)果九項(xiàng)假設(shè)均得到了驗(yàn)證,其中成立的假設(shè)有四項(xiàng),分別為:基礎(chǔ)功能擴(kuò)展、模式對(duì)用戶體驗(yàn)有正向影響,獎(jiǎng)勵(lì)機(jī)制、用戶體驗(yàn)對(duì)用戶購(gòu)買(mǎi)決策有正向影響。最后,為擴(kuò)展我國(guó)在購(gòu)物類(lèi)APP領(lǐng)域的營(yíng)銷(xiāo)策略研究,筆者依據(jù)實(shí)際分析驗(yàn)證,對(duì)各假設(shè)提出了有針對(duì)性的營(yíng)銷(xiāo)策略建議。
[Abstract]:The rapid development of mobile Internet has given birth to a variety of new products, these Internet products are constantly changing people's way of life. App birth, perfect integration of pictures, video and other ways of mobile marketing, At present, there are many kinds of APP at home and abroad, including shopping class, social class, navigation class, payment class, reading class, communication class, game class and dozens of categories, such as shopping class, social class, navigation class, payment class, reading class, communication class, game class, etc. Its content covers all aspects of our clothing, food, housing and transportation. With the rapid penetration of the mobile Internet, The e-commerce enterprises gradually bring APP into their marketing overall situation. Using APP for marketing has become the core and focus of the major e-commerce platforms. App is no longer a simple client. If you want users to feel practical and have an impact on their buying behavior, The major ecommerce companies must constantly devote themselves to the construction of APP and the innovation of marketing strategies. Therefore, this paper discusses and analyzes the impact of various marketing strategies of APP on the behavior of users. It is very necessary and meaningful. This paper combs the related concepts of APP marketing from the theoretical angle, points out the advantages of APP marketing, such as precision, interactivity and so on. Then, starting with the APP marketing strategy, This paper analyzes the rich marketing strategy of APP from its impact on user experience and user purchase decision. After reading and analyzing a large number of literatures, the author selects four typical APP marketing strategies for shopping, that is, the expansion of basic functions. Model innovation, interaction, incentive mechanism, the four marketing strategies are considered to have a positive impact on user experience and user purchase decisions in user behavior. At the same time, the user behavior will also have a positive impact on the user purchase decision. In this paper, nine hypotheses are put forward. In order to verify the hypothesis, the author selects APP, which is widely used by the user, as a case study. Combined with the domestic and foreign marketing strategy theory, The structural equation model is constructed by software. The data needed for the model fitting is obtained by questionnaire. The main contents of the questionnaire are the observation variables in the structural equation model. After the design of the questionnaire, Through the online questionnaire survey platform, the author issued more than 200 questionnaires for initial test. The purpose of the first test was to evaluate the reliability and relevance of the questionnaire, and to collect the opinions of the respondents on the setting of each item of the questionnaire. The author adjusts the questionnaire according to the expert's opinion, and puts in a large number of questionnaires by using the questionnaire star platform again, and finally returns more than 1,000 valid questionnaires. As the data of model verification, the data is imported into the model to fit the model. According to the fitting results and the related literature, the author adjusts the model structure, and verifies the nine hypotheses according to the final model results. Among them, there are four hypotheses, which are: basic function expansion, mode has positive impact on user experience, incentive mechanism, user experience has positive impact on user purchase decision. In order to expand our country's marketing strategy research in the field of shopping APP, according to the actual analysis and verification, the author puts forward targeted marketing strategy suggestions to the various hypotheses.
【學(xué)位授予單位】：中央民族大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類(lèi)號(hào)】：F724.6;F274;F713.55

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本文編號(hào)：1497037