201623410539-林家燕- 美柚APP运营管理问题及对策探究.pdfVIP

美柚 APP 运营管理问题及对策探究 内 容 摘 要 “她经济”是新兴崛起的一种女性经济消费模式，是指由于经济的快速发展， 文化水平的不断提高，女性在家相夫教子观念的逐步弱化，经济独立能力的增强 和自主消费能力的提高，女性在我国消费市场发挥着举足轻重的作用。随着“她 经济”这一概念的不断推广，越来越多的 APP、零售生产商、销售商开始从女性 消费者的视角寻找新发展的蓝海区域。 本文以美柚 APP 的运营管理为研究对象，分析美柚APP 在运营管理中存在用 户粘度低、用户流失等关键问题，结合美柚 APP 所处行业背景以及 APP 本身的优 势和存在的不足，为美柚 APP 提出针对性的改进对策。同时以目前最适合 APP 零 售改革的新零售理论并借助现代 IT 技术如大数据、VR/AR、5G 通信等信息化手 段为对策基础，为 APP 发展寻找新的突破口。本文所提的改进运营管理对策可能 会对同类型 APP 的运营管理有一定的借鉴意义。 关键词：她经济；运营管理；新零售；轻电商模式；新媒体运营 I Problems and Countermeasures of the Operation Management of Meet You APP Abstract Her economy is a kind of female economic consumption mode of the emerging rise, which means that because of the rapid development of economy, the continuous improvement of cultural level, the gradual weakening of the concept of womens living at home, the enhancement of economic independence and the improvement of independent consumption ability, women play an important role in Chinas consumer market. With the continuous promotion of the concept of her economy, more and more APP, retail manufacturers, and sellers are beginning to look for new areas of the blue sea from the perspective of female consumers. This paper takes the operation and management of Meet you APP as the research object, analyzes the key problems such as low user viscosity and loss of users in the operation and management of Meet you APP, and proposes targeted improvement measures for Meet you APP based on the industry background of Meet you APP and the advantages and disadvantages of the APP itself. At the same time, based on the new retail theory most suitable for the reform of APP retail and with the help of modern IT technologies, such as big data, VR/AR, 5G c