移动APP广告策略应用分析

APP是移动互联网发展到一定程度的产物,具有实用、精准、创新等特点,移动APP广告作为新兴的移动广告形式倍受瞩目。APP广告模式一般具有植入APP和品牌APP两种基本模式。如何在当下媒体环境中更有效地实施APP广告：深入洞察用户心理,吸引用户主动参与是APP广告策略的核心要素;其次通过整合传统媒体、社交网站以及二维码等其他形式,使APP广告点面结合,深广并重,达到广告效应的最大化。     

企业广告文案写作中的修辞技巧研究

中小企业会受到自身条件约束,对广告宣传的人力物力投入不足,产品知名度和商品销售难以得到有效提升。现代市场竞争规律表明,企业管理者除了对产品质量,功能及售后服务等方面进行大力投资外,也应加大对广告宣传的投入力度。本文通过对广告文案语言的文体特征和基本要求探讨,分析广告文案中汉语言文字的特殊表现和运用,重点针对企业实际发展状况论述广告文案写作中的修辞技巧,以期能为业内人士提供一定借鉴。     

浅析中国平面房地产广告中诉求的演变

本文尝试从平面房地产广告的例子中探索其诉求的演变,这不但对日后同类型的广告创作具有参考意义,还有助于找到更有针对性的诉求模式,以达到促进房地产业发展的目的。     

实现广告情感诉求的语言策略研究

本文在内容分析的基础上分别从三个方面论述了实现广告情感诉求的语言策略，其中包括语音策略、词汇策略和修辞策略。     

实现广告情感诉求的语言策略研究

本文在内容分析的基础上分别从三个方面论述了实现广告情感诉求的语言策略,其中包括语音策略、词汇策略和修辞策略。     

APP营销的现状分析及策略探究

随着互联网的发展和智能手机的普及,移动营销越来越频繁的进入人们的视野并且为企业所青睐。智能手机终端不断深入到营销过程,APP营销应运而生,被企业所青睐,那么用户对APP营销持有什么态度,企业对APP营销认识又如何呢?本文对此展开研究探析。     

移动医疗APP的盈利模式探索

通过对国外成熟的移动医疗盈利模式的分析,结合国内现实情况,提出中国可发展的未来移动医疗APP的盈利模式。     

知乎原生广告文案的内容生产策略研究

知乎作为中国最大的UGC网络社区,其原生广告得益于平台特点,取得了较好的发展和广告效果,为了探寻其内容生产策略,给其他平台广告以及其自身发展提供参考,本文采用了内容分析法和文本分析法,对其原生广告文案进行研究分析。研究认为其原生广告做到了三方面较好的融合：与媒介环境的融合、与媒介内容的融合、与用户需求的融合,从传统广告商对待用户的零和原则转变为了互惠共赢的原则,值得广告相关从业者效仿和学习。     

川菜APP的应用现状与发展策略研究

本文概述了川菜APP发展现状,分析了其存在的不足,并提出川菜APP应重视品牌建设,不断完善功能,增加川菜文化附加值等作为未来发展策略,以期川菜APP保持健康、快速的发展。     

信息泛滥背景下广告文案的写作策略

在信息泛滥、载体市场供过于求、广告语境遭受破坏的现实背景下,广告文案写作必须坚持"真、诚、美"的创作原则,以真感动上帝,以诚赢得信誉,以美征服受众,才能提高广告宣传的效果,获取最佳的社会效益。     

移动旅游App服务评价体系研究

为了科学评估移动旅游应用服务评价的基本框架,准确构建影响人们使用移动旅游App服务各影响因素之间的逻辑结构,文章基于UTAUT模型的基础上,提出研究的模型框架,建立相应的测量指标体系。以采集的服务满意度调查数据为基础,为进行结构方程模型的验证分析奠定基础,并为评价移动旅游App服务评价体系提供参考意见。     

The Impact of Mobile App Adoption on Cross-buying: The Moderating Roles of Product Category Characteristics and Adoption Timing

With more and more companies introducing mobile apps and consumers using them during the purchase journey, it is increasingly important to understand the consequences of app adoption on behavioral outcomes. This paper investigates the impact of app adoption on the number of additional products purchased by customers (i.e., cross-buying) and how this effect varies across different product categories and different customers. We focus on two key product category characteristics (utilitarian vs. hedonic nature and perceived risk) and on adopters who vary in their adoption timings (early vs. late adopters). Using data from an online retailer and a combination of propensity score weighting with difference-in-differences and Heckman correction estimation techniques, the results show that app adoption has a positive effect on cross-buying overall, but the effect varies greatly across products and consumers. App adoption promotes additional product purchases for hedonic products but leads to less cross-buying for utilitarian products. In addition, early adopters purchase a higher number of additional product categories than late adopters, with this difference decreasing over time and for new consumers compared to existing customers. These results offer novel insights into the behavioral consequences of app adoption and provide managers with useful recommendations for improving the effectiveness of their mobile app investments.     

移动App营销模式对消费者购买意愿的影响

随着4G技术的发展以及智能手机等移动终端的普及,移动App展现出的营销价值吸引了大量商家,并逐渐改变了传统的企业营销方式。本文将移动App营销模式划分为品牌App、联盟App、App广告植入和App广告投放四种模式,通过构建移动App营销模式对消费者购买意愿影响的研究模型,探讨其对消费者购买意愿的影响因素和作用机理。研究结果表明,移动App营销模式部分影响消费者感知价值,移动App营销模式对消费者购买意愿具有显著影响,消费者感知价值对消费者购买意愿具有显著影响。     

长沙市连锁药业的竞争格局及竞争策略研究

本文作者对长沙市连锁药业进行了较为全面而深入的调查，在此基础上，分析了目前长沙市连锁药业的经营现状、竞争格局和各连锁药店所采取的竞争策略，并进一步预测了长沙市连锁药业未来的竞争格局，提出了在未来竞争格局下具有不同市场地位的连锁企业应该采取的竞争策略。     

百货店店铺印象中的服务要素测量研究

服务要素的测量是研究服务密集型零售业态店铺印象的关键环节。以往的服务要素测量以SERVQUAL中服务要素为主,但SERVQUAL量表的服务要素是否适合测量百货店店铺印象,需要进一步证实。本研究在原有SERVQUAL量表的基础上,对百货店店铺印象中服务要素进行相应的扩充和修改,通过EFA和CFA分析,对其进行实证检验。结果表明,百货店服务要素分为有形性、便利性、响应性、移情性和可靠性。而且,我国消费者对百货店的服务要素认知越来越细化,越来越注重娱乐性服务项目,因此百货店的服务要尽量使消费者体会更多的愉悦感。     

手机营销在酒店行业的运用与新模式探讨

手机对于营销最大的价值,在于无可比拟的精准度及即时互动性,手机营销已成为营销专家们不容忽略的话题。以酒店行业为依托,在研究手机营销意义的基础上,分析了手机营销在酒店行业中的阶段性运用,并探讨手机营销的新模式。     

品牌延伸策略在影视作品中的应用探析

随着电视剧市场竞争的日趋激烈,如何通过正确地实施品牌延伸策略来提高影视作品上市的成功率,已成为影视业关注和需要解决的重要课题。本文以电视剧《甄嬛传》品牌延伸至《芈月传》为例,通过对影视作品品牌延伸过程中的影响因素和品牌延伸给影视作品带来的竞争优势的分析,提出了影视作品成功应用品牌延伸的策略,以为影视作品的成功推广提供参考。     

On the Evolution of Mobile Platform Ecosystem Structure and Strategy

Platforms have become a core fundament of many technology industries. Platforms not only enable new products and services but have also been shown to influence strategies, shape business models, and even transform entire industries. Platforms play a particularly important role in the mobile ecosystem. The success of smartphones has led to an intense battle of mobile platforms, each looking for ways to become the system of choice for mobile device manufacturers, mobile network operators, and mobile application developers. Drawing on theories of platform markets, strategic networks, and business ecosystems, this paper uses a visualization approach to study the evolving global interfirm structure and examines strategies used in the mobile platform ecosystem over the past five years. We identify important differences between mobile platform strategies and discuss their implications for both mobile ecosystem participants and the future of the app economy.     

Exploring the Effect of Store Characteristics and Interpersonal Trust on Purchase Intention in the Context of Online Social Media Marketing

This article explores the effect of store characteristics and interpersonal trust on formation of attitude and intention to purchase from online stores in the context of online social media marketing. Store Brand Knowledge, Store Reputation, Perceived Store Size, and Perceived Store Risk have been considered as antecedents of trust. Based on existing literature, a conceptual model is proposed and empirically tested with a sample (n = 424) of online social media users with the help of partial least square path modeling. This study is among the very few empirical investigations done in the context of trust in online social media marketing and focuses only on consumer-perceived store-controlled factors as antecedents of trust.     

An investigation on the effectiveness of hedonic versus utilitarian message appeals in luxury product communication

This research studies the role of hedonic versus utilitarian message appeals in luxury goods communication, investigating how using one or the other type of message appeal affects product perceived luxuriousness and, in turn, product attitude, and consumers' willingness to buy. This research presents three experiments in which message appeal and brand prominence have been manipulated, while perception of luxuriousness, attitude toward luxury products, willingness to buy them and consumers' conspicuous consumption orientation have been measured. Hedonic, compared with utilitarian, message appeals increase perceived luxuriousness, thereby increasing product attitude and consumers' willingness to buy the product promoted. This effect is particularly likely to occur for consumers with lower levels of conspicuous consumption orientation and for products carrying lowly prominent logos. We extend the literature on luxury communication by studying the effect of hedonic versus utilitarian message appeals on consumers' responses, and the literature on hedonism versus utilitarianism by studying this dichotomy in the context of luxury goods communication. This research suggests that different message appeals used in luxury goods communication produce different effects on consumers' responses and that this differential effectiveness is particularly likely to manifest for certain types of consumers and certain types of luxury products.