| 覃京燕,续爽,李静彧,陶晋.关于 APP 跨类别交叉推广的精准营销小数据设计研究[J].包装工程,2016,37(12):97-101. |
| 关于 APP 跨类别交叉推广的精准营销小数据设计研究 |
| Small Data Design for Precision Marketing of APP Cross-Promotion in Different Categories |
| 投稿时间：2016-01-07 修订日期：2016-06-20 |
| DOI： |
| 中文关键词: APP 营销 小数据 精准营销 设计研究 |
| 英文关键词: APP marketing small data precision marketing design research |
| 基金项目:新世纪优秀人才（ 00022418）；中央基本科研业务费（ FRF-TP-14-004C1）；北京科技大学本科教改重点项目（ JG2013Z05） |
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| 中文摘要: |
| 目的 挖掘大学生群体的潜在需求， 辅助企业进行交叉推广的精准营销，在信息筛选上以更有针对性的方式设计移动端产品。 方法 收集大学生群体使用手机超过 6600 个 APP 的小数据，运用统计学相关性原理对跨类别应用进行相关性分析。 结论 小数据分析发现大学生群体对社交类的兴趣偏好最强，其中女性更关注摄影与录像类。相关性方面，生活类、旅游类、美食佳饮类三者之间的相关性最高。交叉推广的方式上，健康健美类与导航类可以依附于摄影与录像类，音乐类和效率类可以依附于社交类进行辅助推广，而摄影与录像类和生活类可以相互推广，男性群体中的参考类和女性群体中的新闻类，均可和商务类以及图书类相互推广。可将兴趣偏好、 相关性以及兴趣偏差纳入大学生群体的交叉推广中，进行信息筛选和设计。 |
| 英文摘要: |
| It aims to excavate the potential demands of college students′ group, assisting enterprises for precision marketing by cross-promotion and mobile product design with more targeted information filter. It collects APPs data of college students′ group, and analyzes the small data of multi-categories over 6600 APPs by using principle of correlation. Results have been found that Social Networking is most interested by college students′ group, which female-part also focuses on Photo & Video. From the correlation, it can be found that Lifestyle, Travel, Food & Drink are more correlated between each other. From the way of cross-promotion, it can be found that Health & Fitness and Navigation can be attached to Photo & Video and Music and Utilities can be attached to Social Networking to promote. Meanwhile, Photo & Video can be the assisted promotion with Lifestyle each other, bot h reference in male-part and News in female-part can be the assisted promotion with Business and Books respectively. Consequently, preferences, correlation and preferences′ deviation can be included in the cross-promotion of college students′ group to screen information and design. |
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