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论文题目：Mobile Media Marketing
论文语言：英语论文 English
论文专业：International bueiness
字数：12000
学校国家：英国
是否有数据处理要求：是
您的学校：Brunel University
Times排名 2014:46
论文用于：Master Dissertation 硕士毕业论文
补充要求和说明：
题目还没有完全订下来，只要是关于Mobile Media Marketing的就行。需要一些实证研究。市场数据证明。
论文参考文献格式是哈佛系统
文献数量没有具体要求平均水平就行
文献最好都来自于学校资料。

Abstract摘要

本研究旨在探讨优衣库的APP营销策略对顾客满意度的影响。它是基于差距模型和SERVQUAL模型构建本研究的理论基础。采用定性研究和定量研究相结合的方式，采用问卷调查和访谈法收集资料和资料。研究结果表明：从有形的角度来看，消费者的高满意度与界面设计显示接口的设计可能会引发用户想要下载的应用程序；消费者用优衣库的APP的流畅性满意度高，说明它能给消费者的使用体验好；消费者随着下载优衣库的APP的便利性满意度高，有可能让目标消费者容易和方便地下载应用程序。从消费者的反应，以方便提出他们的意见在优衣库通过APP满意度高；消费者与优衣库迅速回复消费者尽快由APP满意度高；消费者通过App分享与其他消费者购物体验优衣库的高满意度。从保障的角度来看，消费者与优衣库的APP在保证消费者个人信息安全的能力满意度高；消费者低满意营销推广个人信息优衣库的未经授权的使用；消费者在其应用程序维护优衣库的能力满意度高。在可靠性方面，消费者与优衣库提供综合能力非常满意，真正的产品信息，消费者通过APP；消费者与优衣库通过APP向消费者及时提供消费信息的能力满意度较高，消费者与优衣库在通过APP向消费者提供可靠的消费指导能力满意度高。从换位思考的角度，消费者已经认识到，优衣库的应用给他们带来了比其他品牌相关的应用程序更好的消费体验；消费者认为优衣库的APP是高度创新的，表明优衣库的APP营销已经在消费者心目中建立了较高的品牌认知度和识别；消费者认为优衣库应用在满足消费者个性化需求的不足。This research aimed to explore the impact of Uniqlo’s App marketing strategies on its customer satisfaction. It was based on GAP model and SERVQUAL model to construct a theoretical basis of this research. It made use of qualitative research and quantitative research, using questionnaires and interviews to collect data and information. The research results showed: from the perspective of tangibility, the consumers’ high satisfaction with the interface design indicated that the interface design could well provoke users’ desire to download the App; the consumers have high satisfaction with the fluency of using Uniqlo’s App, indicating that it could give consumers a good using experience; the consumers have high satisfaction with the convenience of downloading Uniqlo’s App, it was possible to allow the target consumers to easily and conveniently download the App. Considering from responsiveness, the consumers have high satisfaction with the convenience of bringing forward their comments on Uniqlo through the App; the consumers have high satisfaction with Uniqlo’s swiftness in replying consumers as soon as possible by the App; the consumers have a high satisfaction with sharing shopping experience in Uniqlo with other consumers via the App. From the perspective of assurance, the consumers have high satisfaction with the ability of Uniqlo’s App in ensuring the security of personal information of consumers'; the consumers were lowly satisfied with Uniqlo’s unauthorized use of personal information for marketing promotion; the consumers have high satisfaction with Uniqlo’s ability in maintenance of its App. In terms of reliability, the consumers were highly satisfied with the ability of Uniqlo in providing comprehensive, real product information to consumers via the App; the consumers have higher satisfaction with the ability of Uniqlo in providing timely consumption information through the App to consumer, the consumers have high satisfaction with the ability of Uniqlo in providing reliable consumption guidance to consumers through the App. From the perspective of empathy, consumers have recognized that Uniqlo’s App brought them better consumption experience than Apps of other related brands; the consumers have recognized that Uniqlo’s App was highly innovative, showed that Uniqlo’s App marketing has established a higher brand awareness and reco