从应用程序的角度来分析中国市场影响客户满意度的因素:以优衣库(中国)为例 [3]
论文作者:www.51lunwen.org论文属性:硕士毕业论文 dissertation登出时间:2016-04-20编辑:anne点击率:12371
论文字数:17181论文编号:org201604181800436171语种:英语 English地区:英国价格:$ 88
关键词:APP营销顾客满意优衣库缺口模型SERVQUAL模型
摘要:此文研究从两方面展开:授权使用个人信息和满足消费者的个性化需求提出对优衣库的APP营销在未来的建议。
& Zhang, 2014). The latest data published by China Chamber of Commerce for Textile Import and Export in 2014 showed that from January to July, the apparel exports was $ 82.94 billion (Lee & Edwards, 2014). Driven by domestic and international market demand, the apparel industry has achieved rapid development. Powerful market potential in China has attracted a large number of international giants to enter, which intensifies the competition throughout the industry (Reporter, 2013). In order to cope with the growing homogenization of competition and price wars, many Chinese garment enterprises began to focus on the application of APP through mobile phones, by aiming at specific target groups to convey their brand reputation of products and services to consumers to win more consumers (Reporter, 2013). As Chinese consumers have an increasing demand for 'quality' rather than 'quantity' of clothing, the traditional forms of mass media advertising are contrary to the specific needs of customers, and APP for smart phones is exactly compensate for these shortcomings, APP for smart phones can display fabric and cutting modes of clothing, which put up a 'bridge' of communication between brands and consumers (Lee & Edwards, 2014). Most online retail clothes are stylish, Fast Moving Consumer Goods (FMCG) products, the users are younger, in the era when APP for mobile phones is increasingly popular, as well as pursued and admired by the group, garment enterprises can rely on App marketing to improve purchase rate of products (Lee & Edwards, 2014).
Actually, many Chinese garment enterprises conducted App marketing while they failed to achieve what they had expected, which was reflected in that there was not a lot of users who downloaded App (Lee & Edwards, 2014); there was poor experience in using App; the amount of downloading App was not translated into amount of orders, and so forth (Staff Reporter, 2013). It is highly competitive in App market, there were more than 650,000 applications launching by Apple App Store, about 400,000 were introduced by Android, other platforms such as Windows, Blackberry have nearly 200,000 (Watson, McCarthy & Rowley, 2013). To choose from a total of about 1.25 million Apps by consumers and keep them stick to it is quite difficult. Reasons for the failure of most Apps lie in that they only take Apps as a short-term propaganda tool to publicize brands, thus a lot of Apps are shoddy, the page design lacks new ideas, the content is weak, the course of using the Apps is not smooth, there are even the problem of leakage of personal information, such Apps are very difficult to effectively improve customer satisfaction (Lee & Edwards, 2014). Truly successful Apps must meet users’ a variety of living, psychological needs. Enterprises should plan to invest in long-term business to make App marketing to effectively improve customer satisfaction, thereby obtaining the desired success (Lee & Edwards, 2014).
6.4 Recommendation 推荐
Research results of this study showed that consumers were less satisfied with Uniqlo’s using personal information of the consumers without the personal permission in its marketing promotion via App, which caused a decline in consumer satisfaction. In the next App marketing process, Uniqlo should avoid this situation, in the need of using personal information prior, it shou
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