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论文编号：	10384
作者编号：	2220160760
上传时间：	2018/12/6 11:17:08
中文题目：	钱帮派APP用户推广研究
英文题目：	Research on Promotion of QianBangPai APP
指导老师：	李亚
中文关键字：	APP推广；移动互联网；渠道管理；网络营销
英文关键字：	APPpromotion；Mobile internet；Channel management；Network marketing
中文摘要：	近几年来，手机APP的数量和APP开发者的数量在我国乃至全球经历了爆发式的增长，但长期以来，我国APP开发者“重开发轻运营”的现象较为普遍。理论界针对移动互联网的研究显著滞后于实践，大都是尚在传统WEB互联网阶段。而在实践中，手机设备的上网数量已远超过了PC设备，APP创业公司一窝蜂的成立又一窝蜂的倒闭，开发APP容易，用户量和品牌做起来却很难。基于以上背景，针对钱帮派APP的推广渠道和推广方法进行了系统性的研究，并结合热点案例对APP推广的关键点和操作要点进行阐述。 在回顾国内外移动互联网和APP推广相关研究的基础上，首先对我国移动互联网及钱帮派APP推广的现状进行分析，发现问题所在。之后，以钱帮派APP的推广实例为基础进行分析，归纳总结出APP推广的关键点，并提出具体的实际操作要点。 研究发现，钱帮派APP推广的关键点分别是产品定位、预算成本把控和以应用市场、市场活动为主流的细节提升。针对关键点，在具体操作过程中的要点分别为：第一，根据产品的定位、SWOT分析出目标用户群体和群体的使用需求，从众渠道中选择与产品用户群体重合度高的渠道进行推广投放；第二，根据产品的定位、运营阶段来制定不同的推广预算、搭配组合不同的推广渠道、按需配置推广团队，从而提升推广效果；第三，推广效果做后台监测，灵活奖励及调整，倾听推广来的用户反馈，从而改进APP产品体验，达到更好的用户口碑和推广效果。之后，还细致分析了当前流行的ASO、刷榜、红包补贴的推广方法，结合钱帮派APP的用户推广实例，进一步阐述了APP推广的方法技巧。 通过系统性的梳理和研究钱帮派APP推广的关键点和操作要点，并辅以案例阐述说明。希望在移动互联网浪潮下，对APP开发者在用户推广方面给出具有借鉴指导性的建议。
英文摘要：	In recent years, the number of mobile phone APP and the number of APP developers have experienced explosive growth in our country and even all over the world. However, for a long time, the phenomenon of "emphasizing development and ignoring operation" among APP developers in our country has been relatively common. The research of mobile internet in the theoretical circle significantly lags behind the practice, and it is still in the stage of traditional WEB Internet. While in practice, the number of Internet access by mobile devices has far exceeded that by PC devices. App startups are flocking up and closing down, it is easy to develop an APP, but the number of users and brand is very difficult to do. Based on the above background, this paper makes a systematic study on the promotion channels and methods of the the QianBangPaiAPP, and expounds the key points and operation points of the APP promotion with the hot case. Based on the review of domestic and international research on mobile Internet and APP promotion, the paper first analyzes the current situation of APP promotion in China's mobile Internet and the QianBangPai, and finds out the problem. Then, based on the analysis of the promotion examples of the QianBangPai APP, the key points of APP promotion are summarized, and the practical operation points are put forward. The study found that the key points of the APP promotion of the QianBangPai are product positioning, budget cost control and the promotion of the mainstream details of market and market activities. In view of the key points, the main points in the specific operation process are as follows: first, according to the positioning of the product, SWOT analyzes the target user groups and the usage requirement of the groups, and selects the channel with high coincidence with the product user group from the crowd channel to carry on the promotion and launching; second, according to the positioning of the product and the operation phase to formulate different promotion budget, different promotion channels with different combinations, configure the promotion team on demand, so as to improve the promotion effect; third, the background monitoring has to been followed by the promotion effect, reward and adjustment are flexible, the users feedback from promotion would be listened, so as to improve the APP product experience, to achieve better user reputation and promotion effect. After that, the paper analyzes the current popular promotion method, such as ASO, Brush List, Red Envelope Subsidy, and further expounds the methods and skills of APP promotion with the example of the QianBangPai APP user promotion. This paper systematically combs and studies the key points and operation points of the QianBangPai APP promotion, and with a case statement. It is hoped that under the tide of mobile internet, some suggestions for reference and guidance are given to APP developer in user promotion.
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