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论文编号：	13442
作者编号：	2120192950
上传时间：	2022/8/22 16:25:41
中文题目：	“春藤家长”APP的互动整合营销传播策略优化研究
英文题目：	Research on the Optimization of Ivy Parents APP’s Interactive Integrated Marketing Communications Strategy
指导老师：	申光龍教授
中文关键字：	春藤家长APP；家庭教育；互动式整合营销传播；利害关系者
英文关键字：	Ivy Parents APP; Family Education; Interactive Integrated Marketing Communications; Stakeholder
中文摘要：	21世纪以来，整合营销传播理论随着商业实践不断发展，借助多样化的互联网营销工具，形成了互动式整合营销传播理论。随着互联网和数字技术的不断迭代，在新的商业环境下，以数据为驱动的互动式整合营销传播理论为企业营销战略的实施提供了助力。 2016年以来中国的知识付费浪潮兴起，致力于为家长提供系统化的家庭教育知识和服务的“春藤家长”APP应运而生，这是国内首个聚焦于0~18岁孩子教育规划的家庭教育在线平台。面对在线教育行业激烈的市场竞争，“春藤家长”APP面临着品牌传播和影响力不足的现状，具体来看表现在新用户群拓展慢、既有用户群的留存率和复购率低。因此，如何与用户维持长期的高效互动，实现产品和服务价值的有效传递，进而保持品牌的竞争优势并获得商业盈利，是“春藤家长”APP现阶段亟待解决的问题。 本研究以互动式整合营销传播理论和互联网营销相关理论作为基础，分析了“春藤家长”APP目前的营销传播状况，结合“春藤家长”APP的产品和服务特点，从数据库、利害关系者和互动媒体管理三个方面出发，在其既有的互动式整合营销传播策略基础上设计了优化方案，同时制定了实施中的保障措施。在线家庭教育市场是教育类企业寻求突破的重要阵地，互动式整合营销传播策略是在线家庭教育企业取得市场突破的重要选择，也为其他教育类企业提供一定的借鉴。
英文摘要：	Since the 21st century, the Integrated Marketing Communications theory has continued to develop with business practice, and with the help of diversified Internet marketing tools, the Interactive Integrated Marketing Communications theory has been formed. With the continuous iteration of the Internet and digital technology, in the new business environment, the data-driven Interactive Integrated marketing Communications theory has provided impetus for the implementation of corporate marketing strategies. Since the rise of China's knowledge payment wave since 2016, the "Ivy Parents" APP, which is committed to providing parents with systematic family education knowledge and services, came into being, which is the first domestic family education online platform focusing on the education planning of children aged 0 to 18. In the face of fierce market competition in the online education industry, the "Ivy Parents" APP is facing the current situation of insufficient brand communication and influence, which is reflected in the slow expansion of the new user group, the low retention rate and repurchase rate of the existing user group. Therefore, how to maintain long-term and efficient interaction with users, realize the effective transmission of product and service value, and then maintain the competitive advantage of the brand and obtain commercial profits is an urgent problem to be solved at this stage of the "Ivy Parents" APP. Based on Interactive Integrated Marketing Communications theory and Internet Marketing related theory, this thesis analyzes the current marketing communication status of the "Ivy Parents" APP, combines the product and service characteristics of the "Ivy Parents" APP, starts from the three aspects of database, stakeholder and interactive media management, designs an optimization plan on the basis of its existing Interactive Integrated Marketing Communications strategy, and formulates safeguard measures in implementation. The online family education market is an important position for educational enterprises to seek breakthroughs, and Interactive Integrated Marketing Communications strategy is an important choice for online family education enterprises to seek market breakthroughs, and also provide certain reference for other education enterprises.
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