| With the development of IT technology and the rapid rise of mobile network in recent years,APP software,as a medium of mobile intelligent system,has developed rapidly in various fields of our country.With the development of portal websites,the corresponding portal APP has gradually developed in China.Hebei Ming Chen Technology Co.,Ltd.is also advancing with the times and has launched the APP software for the analysis of college entrance examination.The software platform is developed based on users' voluntary enquiry and filling in the college entrance examination.With the gradual development of platform operation and better user experience,the number of users is considerable.Although Ming Chen technology company is a new attempt in the software APP field,although the start is late,but the platform has been in the update,maintain a good user experience,so it has maintained a good momentum on the user scale.However,in the new situation,how to seize the market share,enhance the user experience,and formulate marketing strategies aiming at the needs of different users is always the problem of enterprise thinking.Based on the demand of APP users,this paper makes a theoretical basis for the study by combing the relevant literature and research results of APP software platform marketing in China and abroad.Continuous use intention of this paper about the user,satisfaction,perceived enjoyment,perceived ease of use of the investigation and study,and then analyze MingChen voluntary college entrance examination results,this paper analyses the characters of the APP platform and marketing analysis,customer loyalty mainly embodied in the user intent on the continuous use of APP platform.From the perspective of the correlation between the factors and perceived switching cost,perceived ease of use,perceived usefulness,satisfaction,sense of interest and intention positively related to the continuous use,perceived risk privacy is negatively related to the sustainable use intention.Then the analysis shows that the advantages of the external environment and internal resources of the volunteer APP analysis platform are obvious.On the basis of strategies for marketing activities,marketing strategy of APP analysis platform can be divided into the following several aspects: consumer demand oriented product strategy,based on the consumer behavior of the price strategy,interface design strategy based on convenience and consumer interaction strategy based on customer loyalty.Finally,the long-term plan of the platform development is put forward,and the product design is adjusted in time to understand the change of admission policy.The study of Ming Chen college entrance examination APP analysis platform marketing strategy,is conducive to further reveal the flow law of the college entrance examination analysis of APP product information,grasp the user's needs,habits,as the Ming Chen college entrance examination APP analysis to optimize the user experience and provide the basis for progress and development of the industry,provide a reference. |
