【作者】 李博；

【导师】 韦路；

【作者基本信息】 浙江大学 ， 新闻与传播（专业学位）， 2015， 硕士

【摘要】 随着技术革新进步,移动互联的时代已经到来。中国互联网络信息中心(CNNIC)发布的《2013-2014年中国移动互联网调查研究报告》显示,截至2014年6月,我国手机网民规模为5.27亿,在整体网民中占比达83.4%。手机网民规模增长放缓,但移动互联网应用丰富程度加大,对社会生活服务渗透增加,成为手机网民常态的生活方式和各行业的重要发展模式。而通讯社交类软件,已经成为网民手机中装机必备的APP,根据《2014年中国社交类应用用户行为研究报告》显示,截至2014年6月,三大社交类应用中,即时通信在整体网民中的覆盖率最高,为89.3%,其次是社交网站,覆盖率为61.7%,再次是微博,覆盖率为43.6%。这些都说明移动即时社交类应用已经成为新兴的社交媒介,并且深度影响着现今人们的生活。易信是中国电信与网易于2013年8月19日联合发布的一款移动即时通讯社交产品。该产品的背后是由易信和电信联合出资2亿人民币成立的浙江翼信科技有限公司。易信的基础功能立足于移动即时社交领域,涵盖了聊天、语音通话、视频通话、朋友圈、表情、公众平台等最基本的功能,此外还有其主打的免费短信,免费电话,语音留言、问一问、晒一晒、偶遇等特色功能。易信宣称致力实现无障碍沟通,打通各种通讯终端,倡导不同移动即时通讯的互联互通。其独有的跨网免费短信、免费电话留言等功能彰显了其运营商的深厚背景。而在通讯功能基本涵盖的同时,其问一问、拼车族、偶遇、晒一晒等趣味新功能,为用户带来了新鲜有趣的社交体验,体现了易信在陌生人社交领域的努力。易信于2013年8月19日推出,在一年多的发展时间里,通过20多个版本的演进,努力形成自身的差异化发展道路。据易信官方发布的数据,其注册用户自发布以来稳步攀升,目前已经超越1亿用户,其月活跃用户超过用户总数的30%,日活跃用户大概在1000万左右。作为一款亿级用户的APP,其市场地位已经不容小觑,但与行业龙头微信相比还有不小的差距,而且其活跃度偏低也是不争的事实。本研究力图为易信策划一份品牌市场营销方案,帮助易信树立品牌标杆,明确产品定位,赢得更多的市场份额和用户数量,并增强其活跃度和用户留存。本研究通过市场营销的思路,为易信制定一份完整的营销推广方案,主要思路为：分析易信现有的功能结构和产品现状,指出其产品的优势和不足,描述其当前的发展现状。随后分析当下移动社交通讯软件市场的现状,确定其现有的市场格局和竞争态势及其发展趋势,验证易信的市场位置及其机会,寻找其困境和突破点所在；接着将详细解读易信的竞品现状,并进行其目标用户的分析,从而明确易信的市场定位和策略；第四部分将以之前的分析为基础制定出易信整体的市场规划,包含产品、运营、渠道、活动、公关、媒介等策略；最后将根据其市场策略制定大型的营销策划活动,包含具体的活动方案、营销预算规划和方案评估等。希望能够为易信的产品推广提供一定的借鉴。更多还原

【Abstract】 With the progress of technology innovation, the mobile Internet era has arrived. Chinese Internet Network Information Center (CNNIC) released a report named "2013-2014 China Mobile Internet survey report". The report shows that, China’s mobile phone users was 527000000, accounting for 83.4% of the overall netizens by June 2014. The growth rate of the number of mobile phone users has slowed down. Meanwhile, the mobile Internet is more abundant, it has generally penetrated into social life and service. Mobile Internet has become an important development mode of the mobile phone users to normal life and industry. Communication and social networking software, has become the necessary APP for mobile phone users. According to the "2014 China social networking application user behavior research report",it shows among the that three major social networking applications, the coverage of Instant messaging is 89.3%,which has been highest among all netizens by 2014 June. The second is he social networking site, coverage 61.7%,then is micro-blog, overage is 43.6%. All above show that these social networking applications has become the emerging social media, and they have greatly influenced the modern people’s life.Yixin is a mobile instant messaging social product, which is jointly issued by China Telecom and NetEase on August 19,2013. Behind this product is Zhejiang Yixin Science and Technology Co Ltd which is bounded by Yixin and Telecommunications who jointly invested 200000000 yuan. The basic function of Yixin based on some most basic functions, such as the field of mobile instant social, covering the chat, voice calls, video calls, circle of friends, the expression, public platform and so on. In addition,there are also some main fuctions,such as free SMS,free telephone, voice mail, ask, show, encounter and other features. Yixin claimed to achieve free communication without barriers, getting through various communication terminals and advocating messages among various communication terminals. The unique functions such as cross network free SMS, free phone messages and so on, highlighting the profound background of the operators. When the basic communication function has coverd. the ask, car race, encounter, the show and other interesting new features, brings a fresh and interesting social experience for the users at the same time, which reflects the Yixin has made efforts in the social field strangers.Yixin launched in August 19,2013, released the number of users exceeded 1000000 on that day. With the development of more than one year time, it has experienced the evolution of the 20 versions with efforts to form their own differences. According to official data of Yixin released，since the release of its registered users rose steadily, currently has more than 100000000 users, the monthly active users over 30% of the total number of users, users in about 10000000 daily active. As a APP with one hundred million users, its market position has not be underestimated, but with the industry leader Wechat, there is still not a small gap. but its activity is low is an indisputable fact.This research is to design a brand marketing plan of Yixin, to help Yixin set up brand benchmarking, make clear product positioning, win more market share and users, then enhancer activity and user retention.This study is to develop a complete marketing promotion plan for Yixin through the marketing ideas. The main ideas are as follows:the analysis of the function structure and the product status of Yixin, pointing out the advantages and disadvantages of its products, describing the current status of the development. Then analysis the current status of mobile social software market, conform the existing market structure and competition situation and development trend, verify the market position and the opportunity to Yixin, looking for the dilemma and breakthrough point. Then the paper will expound the competitive status in detail and analysis for the target user, then market positioning in order to clear marketing strategy for Yixin. The fourth part will work out overall market planning for Yixin on the basis of previous analysis, including product, operation, channels, activities, public relations, media strategy. Finally, the paper will plan some large-scale marketing activities according to the marketing strategy, including assessment activities, specific marketing plan and budget plan.I hope this paper can provide some reference to the promotion of the Yixin product.更多还原