市场营销-懂球帝APP的营销策略研究.docxVIP

PAGE PAGE II 懂球帝APP的营销策略研究 摘要 在当今时代，借助互联网平台，信息的爆炸性增长导致了更多的用户品味和更复杂的用户需求?因此，垂直媒体进入某一区域并获得特定用户的出现?基于垂直媒体与目标用户之间的强相关性，介绍了西方文学研究范式中以读者为中心的理论，以足球垂直媒体“知懂球帝”为研究样本，从接受美学的角度探讨了垂直媒体的传播路径，并提出了以读者为中心的研究思路?2014年1月16日，中国互联网信息中心发布了《中国互联网发展第33次统计报告》?据报道，截至2018年12月，中国网民总数达到6.18亿，全年新增网民5358万人?中国网民使用手机的比例继续增长，从74.5%上升到81.0%，增长6.5个百分点?新的生产和通信技术对媒体和社会产生了巨大的影响，为营销提供了新的渠道和平台? 关键词：懂球帝APP；垂直媒体；传播路径；营销策略  ABSTRACT In todays era, with the help of the Internet platform, the explosive growth of information has led to more user tastes and more complex user needs. Therefore, vertical media enters a certain area and obtains the appearance of specific users. Based on the strong correlation between vertical media and target users, this paper introduces the reader-centered theory in the western literary research paradigm, takes the football vertical media Knowing the Emperor of the Ball as the research sample, explores the communication path of vertical media from the perspective of reception aesthetics, and puts forward a reader-centered research idea. The feasible strategy of ARD aims to provide an effective reference for the breakthrough development of vertical media. On January 16， 2014， the China Internet Information Center released the 33rd Statistical Report on Internet Development in China. According to reports, as of December 2018， the total number of Chinese netizens reached 618 million, with 53.58 million new netizens added throughout the year. The proportion of Internet users using mobile phones in China continued to grow, rising from 74.5% to 81.0%， an increase of 6.5 percentage points. New production and communication technologies have had a tremendous impact on the media and society, providing new channels and platforms for information dissemination. Key words: Understanding Ball Emperor; APP; Profit Model Exploration; Existing Problems  目 录 TOC \o 1-3 \h \z \u 摘要 I 第一章 绪论 1 1.1研究背景和意义 1 1.2 文献综述 2 1.2.1移动应用程序 APP 概述 2 1.2.2市场营销的相关概念 2 1.2.3国外学者对App营销研究 3