Research On The Marketing Effect Of Mobile APP Based On The E-Commerce

With the transfer of the network from PCS to smartphones, tablets and other portable ter minal?as well as the rapid development of mobile Internet, the APP as an important applicatio n, has penetrated into all aspects of lives, mobile App as an important platform of e-commerce,the development has been faster than the traditional web and WAP side, wireless network ma rketing,represented by APP marketing, of which the proportion of larger and larger in the ente rprise marketing methods. But how to consider the strategy of the marketing effect, and how t o carry out performance evaluation, this research is still in the exploration period. At present, t he evaluation of marketing strategy mobile APP under the electronic commerce environment e ffect, could help enterprise to play the role of the mobile network?improve the marketing level and economic benefits of enterprises.First, this article first systematic analysis of the mobile APP marketing concepts, characte ristics, development status and application model, discusses the profit model of mobile APP as well as the problems existing in the marketing process, to provide some reference for the ente rprise. Followed by using the method of observation and qualitative analysis method, to deter mine the social benefit, the marketing effect and economic benefit three first-level indicators a nd 14 secondary indicators, to build a mobile APP marketing effect evaluation system?using t he analytic hierarchy process(AHP) to determine the index weight, use of fuzzy comprehensiv e evaluation method to build model and evaluation. Finally, based on BFTL company, mobile APP empirical analysis of the marketing effect on the electronic commerce.With the research in this paper, the market scale, customer scale, implementation strategy and marketing effectiveness of the APP marketing can be reached by the different people on t he industry chain. Meanwhile, different people on the industry chain can know the promising development of the APP marketing better and make some preparation for it. The research in th is paper can provide some reference for the perspective people. Through mobile APP marketing effect evaluation, analysis income and output of the cost of us ing the marketing strategy, having a comprehensive grasp and understanding of the marketing activities of the enterprise’s actual effect, can be found that the value of marketing activities, fi nd out problems and deficiencies, providing theoretical guidance and data to support decisionmaking behavior of the enterprise marketing activities, helping the enterprises playing the role of mobile marketing, will also have a certain contribution to the development of the economy.