Research On The Promotion Strategy Optimization Of AP’s "Xiuying" App

Founded in 2014,AP focuses on building mobile application software based on tools and content types.Its main business is to provide users with mobile management and Internet information portal services based on self-developed smart user system software and services,and is committed to helping users achieve the best mobile Internet product experience.The Xiuying App independently developed by AP Company can provide users with rich and fast photo shooting functions,and strive to make users easily produce beautiful photos.According to the Insight Report on the Marketing Value of Chinese Beauty Shooting App Users released by iResearch in 2020,as of December 2019,the number of monthly active users of beauty photography apps has reached 300 million,with a penetration rate of 20.3%.Thanks to the rapid growth of the Meitu market,AP’s Xiuying App has achieved some results in 2021.However,with the continuous rise of domestic Internet companies,Internet companies not limited to tools began to research and develop Meitu shooting products,such as byte jump shot,Tiktok,Tencent and other network giants also joined in the competition for Meitu market cake.Let AP Company,which used to take the Meitu shooting product Showcase App as the main line of domestic business,be very passive in business growth.In addition,with the constant influx of various enterprises of the same type as AP Company,the overall turnover growth of AP Company slowed down.So how to make Xiuying App occupy a strong position in the Meitu shooting market,further enhance the company’s revenue,and optimize and improve the marketing strategy of Xiuying App is particularly important.This paper takes AP company Xiuying App as the research object,adopts comparative analysis,literature induction and other methods,mainly based on the 4P marketing theory,to study and analyze its marketing strategy.The main contents of the paper include:introduction,relevant theories,marketing environment,status quo and problem analysis.The paper starts from analyzing its external environment,industry environment and internal conditions,as well as its marketing status,and furher explores the problems in its marketing strategy and analyzes the reasons.Through the analysis of marketing environment,the target market and market positioning of Xiuying App were first clarified.Then optimize the product strategy,price strategy,channel strategy and marketing strategy of Xiuying App.Finally,in order to ensure the effective trial of the marketing strategy,the corresponding safeguard measures are proposed from the technical and personnel aspects.The main conclusions of the paper are as follows:(1)In terms of products,improve the content quality of Xiuying App,enhance user retention,strengthen social functions,and enhance user activity;(2)In terms of price,increase the use scope of VIP privileges,enrich the member value system,improve member satisfaction,and seek joint members to promote cooperative brands;(3)In terms of channels,strengthen data analysis,carry out precise marketing for different channels,conduct multi platform data integration,improve the effect of marketing channels,increase mainstream social media channels,and strengthen user communication;(4)In terms of promotion,it is required to launch accurately,improve the marketing effect,predict user needs with the help of third-party data platforms,improve the advertising effect,introduce third-party intelligent launch platforms,and improve the launch and promotion efficiency.Through the optimization of the marketing strategy of Xiuying App,the market competitiveness of Xiuying App products will be enhanced,the retention rate of product users and the ability of product self growth will be improved,and the proportion of product function revenue will be increased while increasing product advertising revenue.In the research process of this paper,the theory of marketing has been systematically applied.Whether in the research process or in the research method,it can be reused in the marketing activities of other similar companies.This not only helps AP Company improve the marketing problems of Showbiz App,but also hopes to improve the situation of similar companies through the case of Showbiz App,reflecting a broader practical value.