Research On Mobile Synchronization Software Marketing Strategy Based On Social Network Analysis

With the fast development of Internet and communication technology, the informatization level is improved constantly and the application of Internet is becoming more popularity. The mobile phone is carrying more and more user’s personal informationas mobile terminals. The personal information backup demands of mobile phone users are urgent, not only because the limitation of Mobile Network, mobile phone’s memory and functions, but also for the safety considerations. The demands provide wide application prospect and development space in a long terms. In fiercely competitive Internet products market, it’s very important for mobile synchronous software (MSS) firms to marketing the software successfully and acquires market possession, it’s also very important to keep the market occupancy for firms.From the perspective of applying users’network, this thesis study the network’s structure and characters by using the theory and methods of social network analysis (SNA), make reasonable and feasible marketing strategy based on the empirical results in odd to provide experiences and references for MSS firms.The detailed research content and main results are summarized as follows:First, the background, significance and study framework of topic selection is introduced.The Real background and significance of MSS are pointed out by the analysis if development status and market demands. The feasibility of the study is guaranteed based on the document research on two topics which include social network analysis (SNA) and mobile synchronous software (MAS). And the technology path and study framework are made.Secondly, theoretical foundation of study is established through the introducing of marketing and social network analysis theory. The significance of marketing aim at network is pointed out through straighteningout the development vein of mordent marketing theory and a brief review made on modern marketing points. The feasibility of using SNA to study applications network of MSS is affirmed by introducing basic theory and main method of SNA.Again, empiricalstudy on applications network of MSS is preceding based on SNA. Take the product of MSS company where the author works for study object, the results of network analysis indicate that there are remarkable characteristics and structures in applications network of MSS, for example, network density is small, phenomenon of network differentiation is significant, three groups have their own characteristic. The centrality analysisimbalances of complications network of MSS are obviously. Differences of users’ structure-hole level are large. These results not only show the weakness of network composed by developed complications, but also provide wide space for MSS marketing.Finally, marketing strategies can is made according to the features of MSS market and empirical study results. These strategies include Databank strategy, positioning strategy, growing strategy and interactive strategy.These strategiesmay provide references for MSS firms.