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    政大典藏 > College of Commerce > International MBA > Theses >  Item 140.119/78741


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    Title: 在行動裝置程式環境下的新數位商業行銷
    New digital environment marketing, in a business of mobile
    Authors: 侯斐立
    Lahoda, Filip
    Contributors: 吳文傑
    Wu, Jack
    侯斐立
    Lahoda, Filip
    Keywords: 市場營銷
    社交
    媒體
    應用程序
    遊戲
    marketing
    social
    media
    application
    game
    Date: 2015
    Issue Date: 2015-10-01 14:15:04 (UTC+8)
    Abstract: The aim of this thesis is to formulate a business of a mobile app producing company, while focusing on some key concepts crucial for this kind of business. Especially the new digital environment marketing, freemium monetization concept supporting features and application features for effective customer retention and payment incentives.
    How is the concept of new digital environment marketing understood in this thesis? New digital environment is seen as the environment created by the mobile device applications, their distribution channels, social media, their users and some of the other online products. Special attention is dedicated to the social media marketing,
    Freemium monetization concept is a key element of income for many successful application developers and same it shall be in the case of discussed business. These purchases have to be set in such way, that the benefit provided to the user would be a sufficient motivation for him to realize the purchase, while not discouraging the use of application by those who does not pay.
    The customer retention is being examined in the environment of mobile device rpg game. The principles and features discussed in this relation are generally applicable.
    Reference: Joost van Dreunen, Superdata, 2015, New Develop columnist and Superdata CEO Joost van Dreunen discusses changes in the mobile market
    Ievgen Leonov, 2014, Mobile and Social Gaming Industry: 2014 Highlights, published by Renatus Media, LLC
    Dan Pearson, 2014, Report: Mobile to become gaming`s biggest market by 2015, published at gamesindustry.biz
    eMarketer, 2014, Smartphone Users Worldwide Will Total 1.75 Billion in 2014
    Tristan Louis, 2013, How much does the average app make?
    Ievgen Leonov, 2014, Trends and next steps for mobile games industry in 2015, published at gamasutra.com
    Dean Takahashi, 2014, Only 0.15 percent of mobile gamers account for 50 percent of all in-game revenue (exclusive), published at venturebeat.com
    Denniss Cimeca, GamesBeat, 2013, The gender inequality in core gaming is worse than you think, published at venturebeat.com
    Newzoo, 2013, Newzoo data
    Jeff Grubb, 2014, Gaming advocacy group: The average gamer is 31, and most play on a console, published at venturebeat.com
    Bertil Hansen, 2014, Top 20 Google play store top grossing games has only one paid game, published at androidfact.com
    Stuart Dredge, The Guardian, 2014, Why is Candy Crush Saga so popular?, published at theguardian.com
    Steven Tweedie, Business Insider, 2014, Why `Clash Of Clans` Is So Incredibly Popular, According To A Guy Who Plays 16 Hours A Day,
    Russel Holly, 2015, Clash of Clans for Android: What is it, and why is it so popular?
    Mark Masters, 2014, What Made Clash of Clans so Insanely Successful and What Can We Learn from It?
    Pop Cap, 2012, survey
    MocoSpace, 2012, survey
    Newzoo, 2014, Infographic: The Taiwan Games Market
    App Anie, 2013, Google Play: Top countries in Q3 2013
    Taipei Times, 2014, Taiwan likes Facebook, has highest penetration
    Sabel Harris, 2014, 5 data driven ways to get your facebook post seen
    Kevan Lee, 2014, how to create manage facebook business page
    Description: 碩士
    國立政治大學
    國際經營管理英語碩士學位學程(IMBA)
    102933034
    Source URI: http://thesis.lib.nccu.edu.tw/record/#G0102933034
    Data Type: thesis
    Appears in Collections:[International MBA] Theses

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