移动互联网时代的APP营销变革研究

移动互联网时代下，智能手机和平板电脑等移动终端的发展与普及，手机上网已是主流，于是app便应运而生。人们逐渐习惯通过app来满足自身的需求，各广告主也进军app界，想从app营销中分得一杯羹。一方面，基于app的营销的优势和价值，为企业和商家带来了一定的营销收益，也促使了移动互联网的营销变化，另一方面，处在发展初期的app营销还不成熟，存在许多急功近利的现象，本文以辩证的眼光，围绕app带来的营销变革，探讨app的特性与价值，对app的营销现状进行分析，针对app营销问题提出相应的解决对策，以促进app营销的良性发展，最终在移动互联网时代下，试探寻出app新的营销趋势，即营销的数据化、生活化，以此对app营销未来进行展望。
关键词：移动互联网  app营销 用户粘性 盈利模式

Research on APP marketing reform in mobile Internet Era
Abstract：Mobile Internet era, the development and popularization of smart phones and tablet PCs and other mobile terminals, mobile Internet is the mainstream, so the app came into being.Gradually,people used to meet their needs through the app, the advertisers have to enter the App World and want to share a cup of soup from the app marketing.On the one hand, based on the app marketing advantage and value for enterprises and businesses to bring a certain marketing benefits, also contributed to the mobile internet marketing changes.On the other hand, in the initial stage of development is not mature, there are a lot of instant success phenomenon, the dialectical view on marketing reform, and to explore the characteristics and value of marketing present situation carries on the analysis for marketing problem, this paper proposes corresponding countermeasures to promote the marketing of the benign development.Finally, in the mobile Internet era,in order to look forward to the future of app marketing,we want to explore the new app marketing trends, including datation, and of life.
Key words:Mobile Internet   app marketing  user stickiness  profit model

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