| In recent years,mobile Internet technology advanced continuously,the mobile intelligent devices developed rapidly,public health awareness awakened at same time,in this context,the mobile APP,which is favored by the public,has developed quickly.In this paper,I set Ledongli and Codoonwhich are the pioneer of running APP as the example,by means of literature,case study and field trip,set the product life cycle theory as the theoretical basis,I observe the user guide method through the APP function set,improve the retention rate of users approach through the APP social Attribute summary,make reasonable suggestion to Codoon and Ledongli’s customer stickness status.Here is the conclusion:1.By means of brand positioning,the current movement of China’s APP market in the development period,plump and music power two APP inthe product introduction and development of homogenization of serious, mature products,precise positioning,market segments,change the direction of development,Different to APP products to build corporate brand.Codong APP focus on the establishment and maintenance of professional brand image,music dynamic APP implantation advertising category and quality uneven,affecting the brand image.There is problem that Codoon and Ledongli are illegibility of product orientation,failed on users guiding that can not show their orientation clearly by APP function. But this problem has been realized at maturity stage of the product.2.By means of function settings,the two APP features still need to improve, the intelligence to be improved,the mall function is not perfect,access business quality varies greatly,the quality of goods and after-sales service unsatisfactory.3.By means of social property,the plump APP slightly better,online and offline activities are rich,active interaction between users,users security risks;music dynamic APP weaken social function,attention to the development of online coach live.Here is the conclusion:1.By means of brand positioning,it is recommended that China ’s sports APP should take the Codoon and Ledongli as the example,find their own feature in the market which has had too many similar productions already,thinking the position of APP products carefully.I suggest that the Codoon and Ledongli APP should focus on the brand value to seek long-term development,focus on brand image of the establishment and maintenance.2.By means of function settings,it is recommended that China ’s sports APP should take the Codoon and Ledongli as the example,to improve the intelligence of APP products.It is recommended that the two APP strengthen the official cooperation with the relevant sports brand to strengthen the combination,set a profession brand image;it is also recommended that improve the operation mechanism of the mall to optimize the user experience,in the new market environment to achieve multilateral win-win situation.3.By means of social property,it is recommended that China ’s sports APP should take the Codoon and Ledongli as the example,take users’ safety and privacy as the first principle,improve the user management system and user security protection mechanism;it is also recommended that flexible development of social attributes of sorts APP innovate interactive mode,enhance the interaction between users and users,users and APP products,improve customer stickness. |
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