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摘要当今市场,产品差异化的程度越来越低,产品之间的竞争越来越激烈。良好的产品体验是获取用户的基本条件。这种情况下体验营销的实施情况，产品给用户的体验感知就越来越重要。“墨迹天气”作为一款工具性应用在众多竞争对手中脱颖而出，必然有其独特之处，本课题就“墨迹天气”产品体验式营销的实施模式进行探讨，希望能为今后产品体验式营销的实施模式提供参考。本文主要分为五个章节。第一章为绪论，主要介绍此研究的背景、方法和意义；第二章为文献综述，归纳和总结了许多相关研究的文献，提取了一些重要的概念和方法；第三章为用户对手机应用墨迹天气的体验营销实施形式的感知，主要从用户的角度介绍手机应用墨迹天气的体验营销感知；第四章为手机应用墨迹天气的体验式营销实施过程，从市场营销经典的“4p”理论的角度探讨“墨迹天气”的体验营销设计及形成、实施过程。第五章为手机应用体验营销实施模式的问题，通过对手机应用墨迹天气的研究，归纳和总结出现今手机应用体验营销实施模式的一些问题并提出一些见解。26001
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毕业论文关键词 体验营销 墨迹天气 手机应用 移动互联网产品 体验营销设计
Title Mobile applications "Moji weather" product experience Implementation Mode of Marketing
Abstract
In today's market, product differentiation is becoming more low, more and more intense
competition between products. Good product experience is to get the user's basic conditions.
Experience in this case the implementation of marketing, product perception to the user
experience more and more important. "Ink weather" as a tool for applications in many
competitors stand out, must have its unique, this task on the "ink weather" Product experiential
marketing implementation model to explore the hope for the future marketing of the product
experience Embodiment Mode reference. This paper is pided into five chapters. The first
chapter is the introduction, mainly introduces the background, methods and significance of this
study; The second chapter is literature review, and summarized a number of documents relevant
studies, extracted some important concepts and methods; third chapter of mobile phone users
experiential marketing, implemented in ink weather-aware applications, mainly from the user's
perspective on the experience of mobile application ink weather marketing perception; Chapter
Four mobile application ink weather experiential marketing implementation process, from the
marketing classic "4p" theory perspectives on "Ink weather" experience marketing design and
form, the implementation process. The fifth chapter problems mobile application experience
marketing implementation mode for mobile applications by ink weather research, some of the
issues this mobile application experience marketing implementation model and summarized
appeared and put forward some ideas.
Keywords Experiential Marketing Moji weather mobile applications
mobile Internet product marketing experience design
目 次
1 绪论.... 1
1．1 研究背景... 1
1.1.1 体验营销简介. 1
1.1.2 移动互联网的发展. 2
1.2 本文研究的主要内容和方法. 2
1.2.1 课题研究的具体问题.. 2
1.2.2 课题的研究方法 2
1.3 本文研究的目的和意义.... 3
2.文献综述... 4
2.1 营销的含义.... 4
2.2 体验营销... 4
2.2.1 体验营销要以互动为基础.... 4
2.2.2 体验营销的体验形式.. 4
2.3 对互联网产品的理解... 5
2.3.1 产品的定义... 5
2.3.2 互联网产品体验式营销实施模式要素.... 5